Don’t miss the shelf context | Shopper Marketing Insights by Ecolean

Don’t miss the shelf context

05 21 2019

Don’t miss the shelf context

When you develop a new packaging concept, the biggest mistake is to miss the shelf context. Many companies do pack screening research, and it normally includes competition.

But, it rarely takes place in a shelf context. Thus, it is not surprising that on-shelf concerns tied to visibility and shopability are often missed or understated. The absence of shelf context makes it difficult to gauge whether proposed changes are significant enough to make a difference from four feet away, which is often critical to get the shoppers attention and drive sales.

Shopper marketing insights by ecolean

Shopper Marketing Insights by Ecolean provides interesting shopper insights from the FMCG world with focus on why packaging is an essential marketing tool and how brands and retailers can reach the ever-evolving shopper.

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