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Stand out from the competition at fixture with floor graphics

Provided by dunnhumby Ltd
Floor Graphics can deliver a strong brand message and help your product stand out from competitors at the product fixture

Tell us about the Opportunity / What is it?

Many retail opportunities claim to be 'the last message before purchase'. However, in-store Floor Graphics really deliver the final communication to the shopper at the product fixture before making their purchase. The large scale impact ensures that your message stands clear from the competition, which is especially important in a highly competitive category. Shoppers are not only looking for promotions at the product fixture - they are looking for a reason to buy one brand over another.

What is the Marketing Objective?

NPD can use floor graphics to drive awareness and encourage trial, by raising the product profile in the aisle and appeal to all those in the category. With the ability to target all customers shopping in that category, floor graphics can target all brand switchers and provide cut-through in competitive categories. Great for branding messages, floor graphics can be used to respond to competitor promotions by offering an alternative product with the associated USPs; helping to increase the value of your brand.

How does it work?

Positioned directly in front of the product in the aisle on the floor, floor graphics drive activation through signposting or supporting new product launches. dunnhumby has created teamplates to help clients position their product in-store, using clear markers to help the customer identify the product. It is the last communication available in-store, and with aisle exclusivity Floor Graphics help to make your product stand out from the competition.

Who's used it in the past?

Clients who have used bespoke creatives include Mars with a successful campaign using Mr T; targeting 4m households and achieving total incremental sales of 19.5% (during and up to 4 weeks post campaign). The integrated approach with the ATL activity ensured that the campaign has longevity to shoppers when they entered the store. Other clients who have used dunnhumby's templated creatives in the Dairy category achieved on average 11% sales uplift during the campaign.

Features / Benefits

Floor graphics engage the customer with the brand at the most crucial point in the shopping journey, and create theatre around the product fixture. All of the customers in the aisle are in the market to buy from the category, therefore floor graphics can drive home the USPs of the brand. Detailed evaluation is included in the campaign cost; using insight from Clubcard data we are able to monitor changes in shopper behaviour and brand choices both during the campaign and over a longer period of time.

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Guide PriceReach & FrequencyTarget AudienceMedia Types
£51k to £100kAll Adults, Shoppers
25 - 34
35 - 44
LocationTimingsMarketing ObjectiveOpportunity Type
All RegionsAll YearDRIVE TRIAL
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