To get noticed by shoppers, in-store execution has to be:
- In the right place
- Disruptive
- Relevant
This Weetabix competition execution is in a good location – on a busy gondola end close to the ambient categories where shoppers are starting to think about stocking up on core items such as Cereals
It is disruptive too – large, bright, uniquely shaped POS with a simple ‘WIN’ call out to stop shoppers in their tracks
The competition communication is relevant and timely, focusing on football/sport during the Euros. Shoppers will be in the right mindset for the prizes on offer
We know from previous research that few shoppers will notice stand alone on-pack competitions, so they don’t often become a clear reason to buy in-store. Perhaps this supporting POS does enough to get shoppers to notice the competition and does encourage more people to buy. I wonder where shoppers are scanning the QR code – in-store or in-home?
We would love to hear your experiences of on-pack competitions and how they work for shoppers!
#shoppermarketing #categorymanagement #weetabix #in-store displays
Lovely 🔥🔥