However, consumers are inundated with thousands of marketing messages every day. So, there's a great deal of white noise to be overcome before their message is heard.
With such a high degree of impulse buying and severe competition, whisky and other premium spirit brands are under huge pressure to be creative with their point of sale displays, in order to make their products stand out from the crowd.
Jura Whisky Counter-Top Display Stands
It's crucial therefore to research the demographics and the motivating factors, in order to understand the target market.
Is it the image, the kudos obtained by being seen ordering a premium spirit, the unique taste, or is it that wonderful warm feeling that people get when the spirit goes down? These factors can and will influence point of sale design.
When certain visual cues are triggered they send signals to the brain which converts them into buying impulses. For instance, if someone can smell a product, pick it up, feel it and inspect it, they are almost twice as likely to buy it.
That's why traditional, wood display stands are such effective marketing tools for whisky and other premium spirits.
What's more, consumers today are becoming more and more environmentally aware, so they react positively to displays made from traditional materials obtained from managed and sustainable sources. Sustainability is a deep-seated, emotional benefit that persuades many consumers to buy.
With counter-top displays, visual impact will be the main impulse, so this has to be as evocative and stimulating as possible. The more senses that are engaged at the critical point of purchase, the better the sales figures will be!
In today's competitive market, using virtual imagery is popular because it can bring point of sale displays to life. However, traditional materials such as wood will always have their place, because they resonate so well with people's emotions and senses!
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