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Five Packaging Tactics Deliver 'Show Biz' at Retail

Bulk displays and more intense messaging are among the tools that gain sales in retail outlets.

A bulk display from Frito-Lay gains attention in club stores. It uses printed, solid fiber trays and a glossy, high-clarity film
A bulk display from Frito-Lay gains attention in club stores. It uses printed, solid fiber trays and a glossy, high-clarity film

Costco Wholesale president Jim Sinegal once said that retailing is part show business and part sex appeal. That’s why the packaging that carries products through the retail chain has to be a whole lot more than copy on a brown box.

One tactic retailers use to deliver excitement in their stores is to create a “treasure-hunt” atmosphere. It means surprising the shopper and delivering new experiences throughout the store. Simon Williams, CEO of the New York-based Sterling Group, sees it as the “the pinball effect that keeps customers bouncing back and forth throughout the store.” The Sterling Group is a leading brand consultancy.

Right now, the treasure-hunt approach is being used at both ends of the retailing spectrum—in upscale club stores such as Costco and, at the other end, in dollar stores. Importantly, packaging can be a tactic that helps sell brands in the treasure-hunt environment.

Costco is a recognized master of the treasure hunt. It rotates merchandise enough so that each shopping trip is different, according to the report “Club Store Packaging & Beyond,” published by Packaging Strategies.

A typical Costco store carries 4ꯠ stockkeeping units (SKUs), and about 1ꯠ of them change regularly as part of the treasure-hunt philosophy.

How can packaging support that kind of merchandising strategy? Williams, whose company has a strong track record in packaging design, sees five tactics that packagers can use to support the strategy and gain sales.

Display packages in bulk

“People need to be almost assaulted by the display. It’s not just about the carton. It’s about engaging the consumer. It is about having people stop, contemplate, and buy,” explains Williams.

That factor is driving a growth in the use of display pallets in the United States. The concept is to build visual impact while keeping the retailer’s tasks to a minimum. Mass merchandisers simply want to drop pallets on the store floor without investing staff time in setting up displays.

“You need to arrest people, you need to interest people, and you need to convert people,” Williams continues. “The treasure-hunt philosophy is not just pile it high and sell it cheap.”

One example is the display pallet for snack multipacks that Frito-Lay uses for club stores. Each individual pack holds 42 single-serve size snacks in a printed, solid fiberboard tray. The variety pack is aimed at entrepreneurs who own vending machines, but the variety pack also appeals to larger families. The tray is overwrapped with a high-gloss, high-clarity film that adds to the visual impact.

Trays are displayed upright on the pallet, displaying the spectrum of colors from the individual snack bags to build the visual impact. It creates a high-impact bulk display that drives purchases.

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