Retail Stories - Issue Four
A collection of tiny stories to fuel your Category Development
This month Retail Stories grew and grew and grew... We don’t apologise for this, if you are reading this is it because you love retail stories as much as we do.
Let’s celebrate our stores, let’s enjoy and take note of the hard work our brands undertake to entertain us in the retail space. The world watches the UK to see what we do in this space, let’s be proud and shout loud about the things we see.
As ever, we invite contributions from our followers. If you are a curious collector of retail stories or a brand with something to shout about, please send your ideas our way hello@collectivestories.co.uk
Morrisons Produce POS
Informing and engaging with shoppers
Key callouts;
A brilliant and hugely shopper centric reframe of the produce category.
Bringing new shoppers to fixture with clear explanations of what the products are and what they might taste like.
Driving engagement amongst shoppers, encouraging larger basket size and driving trial.
Removing barriers to purchase, facing into the unknown and tacking it head on.
Avocados! Removing barriers to purchase, making life easier for shoppers. Tackling food waste!
Maybe;
In a non-covid world, in-store tasting events at key stores.
Asda Educate Produce Shoppers
(Asda)
Great, simiplistic imagery and key call outs..
Key callouts;
Demystifying the mysterious Avocado and hopefully driving trial.
Asda are really clear about why shoppers should be engaged with this category.
Maybe;
Break the category down even further for shoppers.
Reframe POS language. Stronger, more effective shout outs than ‘Delicious’. It rhymes but is lost in the sea of POS noise.
Perhaps a lost opportunity to connect with shoppers in a less formal way.
Neutrogena & Aveeno
(Mixed FSDU, Boots)
A mixed brand FSDU
Key callouts;
Compartmentalised, tidy, premium, feels like a tiny shop.
Clear pricing.
Clear differentiation between brands and procuts.
Different need states, different purchase occasions.
Fabulous pick up opportunity, the FSDU is exceptionally easy to shop and trade up is highly probable.
Smaller items are easier to shop when segmented claearly, the spacing is right and the product format lends itself well to this unit (the tubes sit well on shelf).
XLS Medical
(Boots)
Using space to educate the shopper rather than a stock heavy unit.
Key callouts;
Space used for education not for stock.
Removes risk for shopper if they can easily engage at fixture. Will this product work, has it worked for others, what is the science behind it?
Particulalry important in the weight loss category.
Showing shoppers images of successful product users is classic but highly effective behavior.
See me, be me.
Maybe;
The 25% special offer is great to drive trial but the POS is slightly invasive.
Brand Hero: Pantene
(Asda)
Every so often a brand pulls out all of the stops and accelerates straight to front of shopper consciousness.
Pantene have been very busy across retail with excellent POS and activation on a massive but heavily focussed level.
Key callouts;
Very engaging.
Injected a more premium feel to the brand which had been drifting for a while.
Clearly explains the range through POS (particularly important in grocery where the mission is perhaps shorter).
Morrisons
Key callouts;
Maximum navigation input from Pantene, as a shopper I feel like they have really helped me at fixture to find the product for my need.
Lapsed shoppers are reintroduced to Pantene with a new clear and engaging proposition.
New shoppers are introduced to Pantene
There are also clear trade up opportunities.
Boots
Key callouts;
Pantene also offers the opportunity for sustainably driven shoppers to engage with the brand.
Pantene
(Boots)
Boots doesn’t forget Pantene shoppers looking for VFM (Value for money offer).
Pantene
(Boots)
Key callouts;
Informative, engaging, premium, beautiful.
Clear health and beauty mission.
Clairol Hair Colourants
(Superdrug)
Highly engaging POS and great use of space
Key callouts;
Brilliant use and balance of space.
Strong promotional offer linked with clear shopper messaging and a highly informative support material. This brand couldn’t work any harder to tell me about the benefits it offers.
Feels encapsulated like a tiny shop, ultra premium and collated, just for me.
Fizzy & Fun FSDU
(M&S)
Key callouts;
Found in the childrens clothing area. Key pick up opportunity.
Addition to gifting, ‘treat for later’ or ‘just because’.
Fun and bright.
Maybe;
Clearer pricing. Value showcase statement i.e ‘from 99p’
Showcase sustainability or other product credentials.
Cerave Semi Permanent Unit
(Boots)
Different, fun and engaging
Key callouts;
Recognisable bottle format and Dermatologist credentials
Simple but authoritative.
Trading on Cerave pharmacy style feel and expert led formulation.
Garnier Ultimate Blends Hair Food
(Superdrug)
We have all been thinking it...
Key callouts;
A tongue in cheek approach, disruptive and funny.
Highlighting key vegan credentials with a prompt not to eat the product.
Uses key customer persona
‘Slanguage’….’Hangry’
Shake Up Cosmetics
(Superdrug)
Into mass retail at last!
Key callouts;
Skincare and coverage for men.
Feels like shoppers are invited to play with this fixture.
Clear and simple navigation.
One to watch
Maybe;
QR code? Shoppers will want to know more about this brand.
Beautiful bus stops throughout
(Morrisons)
Key callouts;
Perfection in the form of a tidy, well faced Morrison’s store.
This store (Heckmondwike, West Yorkshire) is a great example of Morrison’s at its best.
Balanced
Clear
Uniform
Eye catching
Cadbury Brand Blocking Masterpiece
(Morrisons)
The Purplest of purples at its finest
Key callouts;
Absolute, commanding and authoritative.
Shoppers have no doubt that this is where they will find Cadbury products.
The display adds a premium feel to the chocolate aisle.
Pukka Tea End Feature Space
Beautifully blocked and with a clear offer
Key callouts;
Absolute clarity off offer.
Engaging brand blocking. No doubt what the most popular SKU’s are.
Morrisons ‘New You for 22’ branding across this store makes it easy for shoppers to make better choices.
No & Low End Space
(Morrisons)
Morrisons ‘New You for 22’
Key callouts;
Collated offer under the ‘New you for 22’ initiative.
Spirits, beer and wine.
Driving category awareness
Something for everyone.
Maybe;
Not absolutely clear that this is ’No and low’ section .
The 0% alcohol flash on the POS is in pink and the main price offer is in red. Very similar and possibly hard to digest at a distance.
Coca Cola Zero Sugar Zero Caffeine
(Morrisons)
Same Great Coca Cola Taste but zero sugar and zero caffeine.
Key callouts;
Hugely premium feel
Heritage feel, looks like classic coke or vintage special addition.
Newness showcased but shoppers may think this is standard coke and unintentionally try something new.
This product really doesn’t look like it will compromise on taste vs. standard coke.
Award Winning Wine: Showcased
(Morrisons)
Bus Stops highlight wines worth trying (according the experts)
Key callouts;
Offers simplicity to shoppers.
POS clearly shows an award winning wine, complete with a picture. Very simple for shoppers.
Credibility! Its not just ‘The Best’ because Morrison’s say it is, experts have deemed it so.
Hugely useful and effective to help shoppers with limited category knowledge or shoppers with category experience the category who want to try something different.
Delivers a premium feel to the aisle and Morrison’s wine offer overall.
Cadbury ‘Win a day in their boots’ competition
(Morrisons)
In multiple formats across the Morrisons store
Key callouts;
Consistent across all POS format
Competitions come back with a bang
Maybe;
Highlight girls and boys football opportunity?
Not apparent that it is both.
Feminine Care
(Morrisons)
A hard working activated category
Key callouts;
Great breakdown of range by Always by P&G. Clear descriptions of each product proposition.
Sustainable product options and newness are highlighted and showcased.
The sum really is more than the whole of the parts here!
Growing British Brands
(Morrisons)
Winnys Kitchen
Key callouts;
Morrisons gets behind and support the launch of new British brands.
The results of this great initiative showcases on shelf.
Morrisons Supports Local Brands
Bus stop POS signage showcasing local brands (Yorkshire)
Key callouts;
Showcasing trusted and longstanding local suppliers.
Shopping local, provenance has always been key for Morrisons and their shoppers.
Reminding shoppers through supplier information.
Shoppers love stories.
Suncare
(Asda)
Space used for communication not stock.
Key callouts;
An opportunity for brands to differentiate and communicate directly with shoppers at fixture.
Less about making volume sales, more about starting a new relationship with shoppers.
Letter box ready gifting
(Boots)
Making life easy for shoppers on gifting missions
Key callouts;
A great initiative by Boots (Christmas 2021 but found in sale).
The box is slimline and can fit through a standard letterbox therefore it can be posted.
A new mission? Sending gifts through the post.
Maybe;
Postage could be included to make the item really ‘sendable’ or the amount of postage required could be indicated on pack.
McVites Jaffa Cakes
(Asda)
LED fixture
Key callouts;
Bright, engaging, great blocking.
Direct messaging opportunity
Maybe;
Lots of cardboard on this fixture?
Could there be learnings from adjacent categories to transfer across?
Marks & Spencer Wine
(M&S)
Navigation by country
Key callouts;
Cardboard structures included on the fixture to help customers navigate by country.
Space for education, not for stock.
Speciality Cheese
(Asda)
Educating Shoppers at fixture
Key callouts;
Removes risk for shoppers, Asda are telling them what the cheese might taste like and which foods it might go with.
Drives trial of new variants.
Feels like similar education pieces seen in the wine category.
Snacking Cheese
(Asda)
Occasion based cheese? Yes please!
Key callouts;
Clear signage.
Clarifying the usage occasion starts a cognitive process for shoppers
Clearly stating occasion makes it easier for shoppers.
New shoppers to fixture who hadn’t thought of buying snacking cheese.
Ramadan Feature Space
(Asda)
Featuring clearly quantified charitable donation
Key callouts;
Key seasonal favourites collated and brand blocked.
Asda value focus, simple and clear
Making life easier for shoppers planning celebrations and events
Frozen Food
(Asda)
Making life easier for shoppers, simply and clearly
Key callouts;
Showcasing the absolute ‘convenience’ aspect of frozen food.
Ingredients already chopped and frozen.
Food for when you need it, the rest can be stored in your freezer
WIGIG Aisle
(Sainsburys)
Don’t miss out
Key callouts;
Making shoppers an offer they cannot refuse.
Imperative and authoritative language.
Immediacy of offer, buy it now.
Makes life easier for shoppers.
Nivea and the Hygiene Bank
(Morrisons)
Super slim FSDU
Key callouts;
Clever use of space
Hygiene bank collaboration described with clear imperative language ‘You buy, we donate’
Very clear that every purchase makes a difference.
Maybe;
A bit more air space above products on mid level shelving so shoppers can easily access products.
Top shelf is quickly shopped leaving empty white space.. Could the top shelf be used for education or message by either printing further branded messaging in the ’empty’ white area. Alternatively, total 3D blocking out of this area as seen by Viagra, Sanex and Gillette?
Leading Private Label Design
(Tesco)
Tesco Free Spirit Male Incontinence
Key callouts;
Excellent private label execution
Private label design works harder than the brand
SRP educates shoppers more than the branded equivalent.
Very clear that this is a male product
Use of people on pack is unusual in adult absorbent category but is highly effective.
Reassure shoppers. “Show me people just like me.”
Pet Insurance
(Tesco)
Cross selling of pet insurance in the pet food aisle
Key callouts;
Illuminated bus stop signage in pet food aisle advertising pet insurance
Adjacent category promotion at its best.
“Tesco cares for my pets and wants to help me look after them”
“I didn’t know Tesco did pet insurance”
Use of QR code to drive shoppers online to purchase
Commitment to Value
(Tesco)
Clubcard Prices & Aldi Price Match: Brought together
Key callouts;
Clear, strong messaging
Authoritative yet caring messaging.
Little doubt to shoppers that Tesco is doing its best to help.
Education in the World Foods Aisle
(Tesco)
Spicy and Authentic World Foods Category Information
Key callouts;
Information for shoppers about the products available in the category
‘A journey across India in five spices’
Clear explanation of types of rice, encourages trial and removes risk.
Maybe;
The text and layout could be improved. At such a height, the information is difficutl to read. The text is small and the document layout is clunky.
Love the idea but how about a QR code!
Category Management is about Storytelling with an edge.
Do you need help with your category management / development?
We collect FMCG stories constantly and drop into most grocery and high street categories as needed. If you need help with your FMCG category development, let’s start a conversation, we offer bolt on category development resource when you need it most.
