Four marketing displays on an orange background showcasing beverages, chips, and health supplements. Each display features product packaging and branding, highlighting different items for sale.

Shopper Marketing Insights: off-location displays

Shopper marketing is a crucial component of your brand’s retail marketing strategy, with off-location displays playing a significant role in capturing consumer attention and driving sales. These displays, strategically placed outside regular shelf locations, can enhance product visibility and create unique engagement opportunities. Here’s why they matter and how they can be effectively utilised. 

Importance of Off-location Displays

1. Increased Visibility and Impulse Purchases

Off-location displays significantly increase product visibility. By placing products in high-traffic areas such as store entrances, end caps, or checkout areas, retailers can capture the attention of shoppers who might not have planned to purchase these items. This visibility often leads to impulse purchases, increasing sales without the need for additional price promotions (Shopper Intelligence, 2024).

2. Highlighting Promotions and Seasonal Items

These displays are particularly effective for promoting seasonal items or price promotions. For example, during the summer, a display featuring ready-to-drink iced coffee can entice shoppers looking for refreshing beverages. Similarly, holiday-themed displays can attract shoppers looking for festive items, thereby increasing seasonal sales (Shukri, 2024).

3. Creating a Thematic Shopping Experience

Off-location displays can be used to create thematic shopping experiences that align with current marketing campaigns. For instance, a display for a thong brand could be designed around a summer vacation theme, making the shopping experience more engaging and relevant to the season.

Effective Strategies for Off-Location Displays

1. Product Placement and Layout

The placement and layout of products in off-location displays are crucial. Products should be arranged in a visually appealing way and easy for shoppers to access. Utilising creative designs and ensuring that the display stands out can draw more attention and encourage interaction (Arnold, 2024).

2. Use of Data and Insights

Leveraging shopper insights can greatly enhance the effectiveness of off-location displays. Understanding shopper behaviour, preferences, and trends allows retailers to tailor their displays to meet the specific needs and interests of their target audience. For example, insights from Shopper Intelligence reveal that different generations shop differently, with younger shoppers more likely to be influenced by occasion-based displays (Shopper Intelligence, 2024).

3. Continuous Evaluation and Adaptation

The performance of off-location displays should be regularly evaluated to ensure they meet their objectives. Retailers can use sales data, shopper feedback, and other metrics to assess the impact of these displays and make necessary adjustments. This continuous improvement approach ensures that the displays remain effective and relevant.

Case Studies and Examples

Insights from various categories, such as liquor and grocery, highlight the importance of effective in-store execution. For example, a study on off-premise liquor shoppers showed that simplifying the product proposition and enhancing engagement can improve shopper satisfaction, even amidst economic pressures (Shopper Intelligence, 2024). Additionally, best-practice examples from other categories demonstrate how well-executed displays can put the shopper at the heart of commercial decisions, leading to stronger supplier-retailer partnerships (Arnold, 2024).

The Marketing Syndicate has created and executed numerous off-location displays for clients over the years, achieving exceptional results. Here are a few notable examples:

  1. Blackmores: By positioning product towers outside of the Health and Beauty aisle in grocery stores, we significantly increased interest and sales. This strategy capitalized on the higher foot traffic in other areas, capturing attention from shoppers who might not typically venture down the H&B aisle unless they had a specific need.
  2. Tabasco Sauce: Despite its small size, Tabasco Sauce made a big impact through our creative off-location displays. We incorporated fun-themed point-of-sale elements and a prize incentive, resulting in a significant boost in sales.
  3. SKYY Vodka: For the launch of their limited edition bottles, SKYY Vodka utilized an off-location display to drive both awareness and sales. This strategic placement attracted more attention and engagement, leading to impressive results.

Off-location displays are a powerful tool in shopper marketing, capable of driving sales and enhancing the overall shopping experience. By focusing on strategic placement, leveraging shopper insights, and continuously evaluating performance, retailers can maximise the impact of these displays and create memorable shopping experiences for their customers.

Contact The Marketing Syndicate to learn more about how we can help create custom shopper marketing campaigns tailored specifically to your business needs.