On the Shelf
The shelf is ground zero for product marketing today. It is where shoppers are most engaged with a product and most prepared to buy. To succeed at all, a brand has to turn shoppers into buyers right here. We know that more than two-thirds of shoppers are brand-switchers. That only a quarter are loyal to an average retailer. Here’s what the numbers mean: The most important moment in a product’s life is when a consumer takes it off the shelf to consider a purchase.
This is a make-or-break brand point; this moment is the backbone of our business. Shelf space is becoming even more crowded and competitive, as new brands fight for space, iconic brands re-invent themselves to attract attention, and house brands become as sophisticated and popular as traditional national brands – and even become national brands in their own right, distributed outside of their “home” chain. For all players, design and packaging play a key role, primarily to offer compelling, emotionally resonant brand experiences but also to comply with widely varied labeling requirements for contents and nutritional facts.
On the shelf is where the revolution is happening. Packaging evolves at record speed today, with all manufacturers tweaking designs on a regular basis and iconic packages undergoing radical esthetic and ergonomic changes. Schawk recently oversaw production of the packaging for a 120-SKU line of bedding that was being hustled to market at a very large U.S. home-products chain. To meet deadlines, Schawk handled all premedia and sourced and managed printing in five Asian countries – China, Turkmenistan, Pakistan, Dubai and Turkey – with native-speaking Schawk employees at all press-checks. The materials reached the shelves on time and entirely consistent in materials, color and quality.
On the shelf, Schawk’s advantages are clear: More compelling and consistent messaging delivered to market faster, with sharper insight into the consumer’s wants and the retailer’s needs. Lower production costs and better brand control worldwide. Bigger market share. Better margins. On the shelf is where shoppers become buyers and brands are made.
It’s the touchpoint that Schawk — better than anyone else — knows how to create.
This is brand point management.