Standing Out How to Be Seen in a Crowded Marketplace
5 Steps to Attracting Your Customer
The world of retail can be quite competitive, heightening the importance of your product standing out in a way that is purposeful and intriguing to potential customers. When it comes to getting your product “out there”, it takes more than simply placing it on a shelf and waiting for the magic to happen. You have to get NOTICED. To do this effectively, think about the various types of shoppers that may walk past your product. Or better yet, reflect on what type of shopper YOU are. What is your shopping personality? Your spending habits?
Are you a...
I have my list and my set budget. I have my coupons, promo codes, and rewards points ready to go. Get me in, get me out. Let’s do this!
I’ve done my research. I know my product values and which brands I am loyal to. I want to support a larger cause and give back to my community.
Oh, I’m just browsing. I like to take my time, walk through all the aisles of the store, and touch/feel all the products that catch my eye. No real sense of urgency here.
Oohh look at that! So cute! I definitely need that. Making an impulse purchase isn’t out of character for me. I see it. I like it. I want it. I got it. (Ariana Grande reference?)
You’re Not Alone
There are many companies at various stages in their career that face this dilemma. While the science behind consumers’ response to design is quite interesting and well documented (Check out CBC: The Science of Packaging and Label Design), marketing your product doesn’t have to feel like rocket science. Figuring out how to be seen in a crowded marketplace will always be a priority. As consumer interests continue to change, companies in turn need to adapt and evolve to meet these needs and demands.
With the right packaging and purposeful design, standing out against competitors is more attainable, enabling you to generate sales the moment your product hits the shelf, putting you in a better position to market your product for other retail locations.
Rather than focusing on the challenges of product and brand recognition, let’s focus on the basics. What type of shopper are you trying to attract? Once you have a grasp on who your targeted clientele is, you can then focus on how to get your product noticed. Whalebird Kombucha found themselves facing this same challenge. They had a great idea and a great product but needed to find a way to reach more people. Here’s a simple breakdown, sprinkled with inspiration, on how we helped them drive more interest.
5 Steps to Getting Noticed
1. Stop and Look
You want your potential customers to stop and look at your product. But how do you do this? How customers see your product is very important. Your packaging has to contain an element of interest that compels the customer to stop what they are doing and direct their attention to your particular product. Ask yourself, what makes your product stand out from all the other surrounding products?
Whalebird Kombucha bridged this gap when they got on board with our idea of moving from glass bottles to cans. At the time, cans weren’t the norm for kombucha drinks. Our motivation to make this change stemmed from wanting to find a solution that made this product more accessible and easy to take on any adventure, anywhere, anytime. Glass posed limitations, whereas cans did not. And there you have a unique packaging component that stands out and catches consumer’s attention!
2. Big Ideas
The last thing you want is a potential customer needing to read the “small print” to get a general sense of what your product offers. With all the products available, customers are looking for those “big ideas” to jump out at them which saves time and makes their shopping experience easier. Purposeful Purchasers appreciate a product that is transparent and to the point.
Spontaneous Shoppers equally benefit from quick and easily identifiable information to drive their impulse purchase. If it doesn’t stand out, they will move on to the next product that catches their eye. By highlighting your big ideas, you remove the guesswork for the customer, reassuring them that this purchase is worthwhile.
Take a second and look at your product. What are your top three big ideas communicated on your packaging? 3-2-1…go! Not sure? Check out the Whalebird packaging design on the front of their cans. Your eye is drawn to three main things upon a quick glance:
- The whale logo
- The block of color at the bottom
The design setup for these three “big ideas” may seem simple at first, but there is power in simplicity. The customer is now hooked. It is now crystal clear WHO the company is and WHAT product they are selling. Their unique logo is memorable and creates an almost instantaneous brand association – Hmmm. A whale…with wings? Ahhh…Whalebird. Whalebird Kombucha. Once a customer goes home and shares this product with others, they won’t be able to unsee the logo, creating a long-term connection with the brand and its products.
3. Lean In
So your “big ideas” have caught your potential customer’s attention. They lean in to get a closer look. What will they discover? At this point, the consumer is looking for additional information to become better acquainted with the product. As they toy with the idea of whether or not this is something they are interested in buying, they need to better understand what it is they are buying and why they need it. Upon closer look, your product should reveal your brand name, the type of product you are selling, and any additional subtext to further educate your soon-to-be customer.
For instance, when you take a closer look at a can of tasty Whalebird Kombucha you will find additional information related to the “big ideas” that initially caught your eye. As you lean in, you will see things like “Kombucha”, “Maguava”, “Live Culture”, “Tea & Botanical Infused”, and “Probiotic”. These big ideas drive home what the customer will be receiving when they purchase this healthy fermented beverage.
4. Making Contact
At this point, the customer should make contact and physically pick up your product. This is the moment where your Peaceful Peruser, your most difficult sale to make, gravitates towards your product, picks it up from the shelf, and examines it further. Making physical contact allows the customer to interact with your product on a deeper level.
This is a vulnerable moment as the customer holds the fate of the sale in their hands. Think of it as viewing an online dating profile. What details will stand out to the customer? Will they swipe left or swipe right on the sale? For Conscientious Consumers, this is the moment they decide whether or not this product stands for something beyond face value, choosing whether or not to search for additional value.
Luckily for Whalebird Kombucha, people continue to swipe right on their product. Their motto “Dive Deeper. Fly Higher.” is a powerful message that can symbolize many things and resonate with many people. It is intriguing, which moves the customer to engage in the last and final step.
5. Additional Value
If your product offers any additional value that stands out from other competitors, you’re golden! Whalebird Kombucha values its customers’ experience with their product. With seven different flavors offered, each flavor is given a distinctive color palette on a flavor wheel to quickly communicate the kind of experience each drink will provide. Cool, right? Better yet, each drink contains healthy probiotics that taste good and make you feel good too! Customers can easily see the care and attention Whalebird applies to their product, which establishes a loyal customer base. This is great for those Conscientious Consumers who are looking for a company with strong values and a quality product they can stand behind.
Recognizing the value of effective product display plays a significant role in your product standing out in a crowded marketplace, while simultaneously influencing the shopping atmosphere and overall shopper experience. The next time you are in a store, take a stroll down the aisle and think of your Purposeful Purchasers, Conscientious Consumers, Peaceful Perusers, and Spontaneous Shoppers. Does your product compel these shoppers to engage in the 5 steps to getting noticed? Consumer behavior and the retail industry are continuously evolving. Are you evolving with it? You only get one chance to make a good first impression. Take the time to make sure you do it right.