The Art of Shelf Edge Promotion: Data Strips Build Success of a Brand
For retail environments such as supermarkets offering FMCG goods, POS and in-store signage is of paramount importance. 74% of purchases decisions are now made in store, highlighting the strong influence that these can have on a brand and consumers in-store choices.
Shelf edge components such as data strips and barkers are highly versatile and impactful tools. When used effectively they inspire purchases decisions. These components are the last piece in the journey of a product from initial concept to shelf. They are quite possibly the most important too when it comes to making in-store purchases. In this article, we discuss why.
Cutting through the competition – Inform, Attract and Engage
Consumers are spoilt for choice with a range of brands whilst making decisions for routine purchases, including toiletries, chilled goods and confectionary. Data strips and barkers help brands cut through the competition by:
• Attracting consumers focus to certain areas on the display
• Engaging them with a particular brand
• Informing them about products that have previously gone unnoticed
In a recent survey, 67% of consumers said they had purchased a product or service because a sign caught their eye, demonstrating their high impact. Price promotions are a fantastic way to build on this impact. Supermarket shoppers are making decisions about low risk and routine bought products, leading them to be more cost-conscious. Therefore, their purchase decisions are more susceptible to influence by these offers.
Cost Effective Brand Awareness and Exposure
Attracting, engaging and informing consumers about your brand all contribute to the overall awareness and exposure that it receives. In this example, hinged barkers and data strips have been used to display brand features and attributes with complementing colours and a seasonal design. This is a cost-effective way to shape your brand's story, whilst influencing consumer’s decisions and driving impact.
Using them together to make the most out of your display
In-store shelving and display requires much more than a one size fits all approach. Multiple shelf edge components can be used simultaneously, with different sizes to build an impactful display.
In this example, the barkers have been layered on top on the standard data strips with promotional offers, attracting attention. Cutting these to a longer length and height contributes to this. The hinge allows customers to be able to lift the sign, and take away the product.
Angled data strips can be used which physically stand out from the shelf, creating a similar effect. Using shorter lengths and displaying short, captivating content on these will help them to stand out more.
These shelves make use of a variety of shelf edge components, such as standard data strips and barkers. The display is clean, tidy and professional and demonstrates how customers can be pinpointed to particular areas of focus.
We offer a range of data strips, meaning you can find multiple solutions simultaneously to achieve impactful displays which boost the success of your brand. Our data strips can be cut to any length that you require, in various heights, allowing us to provide you with a fully customisable solution.
Try teaming these up with aisle banners and click signs to inspire in-store purchase decisions. If you require a specific length or are looking for adjustments on regular data strips, speak to our experts today.