Shareology

A Tractor in a Grocery Store?? Really???? August 31, 2010

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Shareology had a bit of a shock last week when she walked into a grocery store and found……… a tractor.  Shareology’s father would have …. well, it’s kind of hard to imagine what his response would have been.  Dad had an H… or an IH  or a Farmall….. so this is one brand that is very familiar to me.  But Dad NEVER parked his H in a grocery store.  Shareology has loved point-of-purchase since her POPAI days — and yet she has never seen a tractor used inside a grocery store. 

After the initial shock, she kinda liked it.  Yep, we get it.  Farm Fresh. wow.

Kay Roseland  @KayLoire

 

S’More P.O.P. Please! May 31, 2010

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Shareology was taken with point-of-purchase for S’more ingredients she noticed this Memorial Weekend.

Let’s take a peek at how Cub merchandises this campfire classic:

 

Note the tent above, the cooler, the campfire…

Let’s head across town and see what Walmart does with the same products:

So who do you think won the S’Mores battle?  Walmart or Cub?

Kay Roseland   @KayLoire

 

Curiously Strong Point-of-Purchase December 15, 2009

Shareology was leaving a Mexican restaurant recently with another retail guru; as we swept out the door, we saw something we’d never seen before:

Photos by F. Delaney

Altoids has done such a good job of brand recognition that the sight of a POP in the entrance to the restaurant stopped Shareology in her tracks.  Have you heard of their brand extension into chewing gum?   Shareology’s friend remarked that the positioning in the lobby of a Mexican restaurant was perfect!  Shareology’s only regret was that in the shock, stop, shoot photo — she forgot to stick a quarter in to find out what that product is like…  we’re guessing curiously strong!!!

Kay Roseland  @KayLoire

 

Target, Apple, Macy’s…and the winner is: Apple!! November 29, 2009

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Shareology stepped out on the Saturday after Black Friday to observe a few eclectic trends this holiday season.   She was struck  by merchandising at three retailers; a few select holiday shopping photos and the conversations they started follow:

What better place to start Holidays 2009 than the seasonal decorations department of Target?   Shareology normally doesn’t discuss missed photo opportunities, but………   just a few moments before, three guys in a row were poised in serious contemplation of the wall of lights.   Apparently there are homes out there in need of even more twinkle opportunities!

Is Shareology the only one who thinks it’s a giggle that come Black Friday, the red and green storage bins come out at Target?  I mean, Shareology is one of the most organized people on earth:  but do your holiday decorations have to be in a red bin?   Granted, it makes spotting them in the attic a snap…..but still.    Even if this is not for Shareology, she does enjoy standing in this aisle each year and shaking her head.

Okay, there are two retail windows Shareology can stare at for moments on end.   One is Tiffany.  (Deep sigh, consider heading to Galleria.)  Two is Apple.   This year there seems even more to the Apple presentation at the front of the store.  First, instead of that white, minimalist look, we have a tree and……..wait for it ………mulch.   Actual mulch below the tree.  But let’s get closer:

Yep, definitely real mulch under the tree.  Informed sources tell Shareology:  “The tree in the Apple store IS REAL.  They get two of them delivered to the store.  One for the first half of the season and another one is coming later.  They have to water it several times a day to keep it from drying up.”   Wow.   Shareology is blown away:  an actual tree.   Apple and the bleeding edge are so far in the future, they have circled back to the past and the use of a real tree.  Wow.

But check out the top of the tree:

Now there is a succinct sales message:   “Give Mac.”   Gotta love it!

Shareology eventually moved to the right side of the Apple store front.   At first she thought the tree stand was filled with mouse pads — how last century!  Turns out they are…..   apps!   As one watches the video (in the shape of an iPhone, naturally), a graphic shows up that matches one of the mouse pads on the tree, and a description tells what each holiday themed app does.   For Shareology, it became less about the app, and more about matching the graphic on the video to one of the mouse pads on the tree.   Kinda like a graphic video game.

So let’s move from a superb example  of holiday merchandising to one at the other end of the spectrum:

In an upscale environment, Shareology stumbled across a cardboard display of pet beds.  Even if one could tolerate the cardboard, the product is practically hidden away.  Can you guess what retail store offered this display?   Sorry,  Macy’s, this one’s yours.  Is it any wonder that Shareology declared Apple  the winner of this merchandising tour?

Kay Roseland   @KayLoire

 

Inspired Merchandising? or Worst Idea Ever? You decide! November 4, 2009

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Shareology is proud to welcome a guest contributor today; Bill Carlson (of Kestrel Marketing in Chicago) and I worked together on the Honeywell Interactive Kiosk.  Bill is still finding amazing items at retail.   Let’s see what he says:

So I happened across this inspired merchandising while shopping at the grocery store and thought it worthy of a humorous sidebar in Shareology… Bet you won’t find this combination in any best practices documentation!

….house brand perhaps, which may explain the “unique” placement (i.e. Impromptu store-level decision vs. structured best practice recommendation from national brand?).

Discord grabs the eye and in fairness to whoever set this up, the sheer fact that I took note is indicative of its success. Actually not often that something stops you in your shopping tracks, requires a second or two of thought and then gets you chuckling. That being said, not so sure this would be in my top-10 cross-promotional recommendations…

1)    There are good ideas for cross-merchandising and there are
not-so-good ideas for cross-merchandising.  Most basic and logical approach
is having products which somehow complement one-another — in front of pizza
you might have red pepper or parmesan cheese, for example.  Creates a
“that’s a good idea” moment for the customer.  Another approach is simply
using that space for any impulse items whether connected or not — in the
frozen foods section one might envision condiments, for example, though
could be just about anything.  Anything except products which don’t look
right next to one-another, of course — in this case, not so sure stomach
relief is the right thing to have in a food aisle!

2)    So, how did this occur?  Are these trays on freezer doors
merchandised based on store-level discretion?  With due respect to store
staff, it’s not their daily challenge to be considering marketing and
cross-merchandising so perhaps someone just didn’t see the irony?  Or maybe
they DID and this is intentional (guys in the back chuckling every day?) —
certainly gets me every time so perhaps there is some wisdom here,
intentional or not?  While cute, and maybe a lesson in how a mismatch can
get more attention than something we might consider more appropriate,
perhaps this is not the right message, and certainly not what I would want
to see in front of my product if I’m one of the pizza suppliers.  If the
stores were not provided with best-practice directions/recommendations, then
indeed the result is at the whim of store staff and this case in point
demonstrates the potential issue.  We’ve all seen a good idea in the
conference room not get executed properly in the field, eh?

3)    Finally, merchandising overkill?  Trays on many of the freezer doors
break the clean look through those doors and if what is on those trays
doesn’t fit the area, then it’s a waste of time and space.  Would be
interesting to do a hidden camera deal in that aisle — merchandise those
trays with complementary products for a day and then merchandise them with
unrelated goods another day and see which gets more action.

Have fun!

Bill Carlson
Kestrel Marketing

So, dear Shareology readers, what do you think?   Inspired Merchandising?  or Worst Idea Ever?

Kay Roseland   @KayLoire

 

 
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