- 7 November 2023
In the world of marketing and commerce, branding plays a fundamental role in the success of a company’s marketing strategy. Branding products on flyers, on store shelves, and on e-commerce sites is a powerful weapon for capturing consumer attention, communicating brand value, and generating sales. In this article, we will explore the importance of product branding in these three contexts and how it can positively affect business performance.
Product Branding on Promotional Flyers
Flyers are a widely used marketing tool for promoting products and services. Product branding on flyers is an effective way to create a distinctive identity for each product and highlight its strengths. Here’s why it’s important:
Capturing Consumer Attention
Flyers are often distributed in crowded places, like shopping centers or fairs, and must compete for consumer attention. Product branding on flyers allows for immediate attention capture, thanks to captivating images, distinctive colors, and design consistent with the brand.
Communicating Product Value
Each product has a unique value to communicate to consumers. Product branding on flyers provides the opportunity to highlight the advantages, special features, and uses of the product. This helps consumers understand why they should buy that product.
Strengthening Brand Memory
When consumers see branded products in a flyer, those products stay imprinted in their memory. The design and placement of products in flyers can influence future purchasing decisions of consumers. Branding helps to strengthen the memory of the brand and products.
How to Implement Branding on Flyers and How to Monitor It
“Branded boxes” on promotional flyers are created by using privileged spaces that stand out compared to the normal grid of the rest of the page.
Classic elements used for this purpose are:
- Colored backgrounds
- Highlighted product features
- Enlargement of the box dimensions.
To understand how strategic the use of branding on flyers is (also a source of additional contribution to retail by the industry), consider the following data: in 2023, in the world of electronics flyers (“Durable goods”), as much as 14.3% of price observations were hosted in a “Branded Box,” while this number drops to a significant 6% for flyers of Hypermarkets, Supermarkets, and Convenience Stores.
Monitoring the use of this particular branding mechanic applied to promotions is possible thanks to QBerg’s flyer monitoring module.
Product Branding on Store Shelves
In the physical environments of stores, such as supermarkets and department stores, product branding on shelves is crucial for guiding consumer choices. Here’s why it’s important:
Facilitating Product Search
Product branding on shelves helps consumers easily find the desired product. The use of labels, custom packaging, and attractive displays makes the search easier and makes the product more visible.
Creating a Consistent Brand Environment
When products are uniformly branded on shelves, a consistent brand environment is created. Whether it’s a “spot effect” on a supermarket shelf or a branded island in an electronics store, this environment communicates professionalism and helps build a trust relationship with consumers. Consistency among products contributes to brand perception.
Communicating Crucial Information
Product information, such as ingredients, usage instructions (as well as prices and promotions), is essential for consumers. Product branding on shelves allows for clear and attractive communication of this information, facilitating purchase decisions.
How to Implement Shelf Branding and How to Control It
There are multiple tools used for the branding of a product, a line, or a brand within a physical store. The specificity of the store and especially the merchandise determines the peculiar application. Here we list the most commonly used:
- Creation of “Brand Islands”: typical for example of electronics stores, the brand island allows highlighting one or more products with very strong brand characterization, often related use (e.g.: TV with Home Video system, video game console with peripherals, etc.);
- Branding portions of the shelf: the typical “Branded Linear” is realized by applying stickers, banners/stoppers, up to real luminous signs;
- Floor displays (cardboard, plexiglass, etc.);
- Creating a “spot effect” of color, a mechanism widely used in the classic category management policies of fast-moving consumer goods shelves;
- Placement of other POP (“Point Of Purchase”) material of the “pull” type such as leaflets, product sheets, promotional coupons, etc., always related to the specific product to be highlighted.
The control of the use of branding attributes within a store, which brands use them, and what their exhibition share is, can be carried out through QBerg’s store monitoring module.
To give some numbers as an example, in 2023, for electronics stores, as much as 17.5% of the price observations recorded were of the “branded” type.
Product Branding on E-commerce Sites
On e-commerce sites, consumers have a wide choice, and products can easily get lost in the crowd. Good product branding can differentiate a product from competitors, making it more recognizable and appealing.
Building Brand Loyalty
When consumers have a positive experience with a product, they are more likely to return to the same brand. Product branding helps create that positive experience by providing consumers with a familiar and trusted symbol in the vastness of online options.
Driving Decision Making
E-commerce sites are often the place where the purchase decision is made. Product branding can drive this decision by conveying quality, reliability, and value through a well-designed product image and description.
How to Implement E-commerce Product Branding and How to Control It
Countless, and above all constantly evolving, are the ways in which a brand promotes its visibility on an e-commerce site.
One of the most used mechanisms, long-standing in the world of electronics and steadily increasing in the online pharmaceutical and food & grocery sectors, is that of “Web Campaigns.”
We’re talking about all those promotional activities hosted on banners, sliders, etc., featured on the homepage of e-commerce sites. These are highly visible activities, accompanied by static or animated creative content, where the branding of a product, a line, or a brand can be expressed in a very varied and impactful way.
The control of this type of activity, on what tactics it is articulated, which brands are involved, at what prices, duration, etc., is carried out through QBerg’s web promo module: to give an example, in October 2023 we recorded over 1300 campaigns on the top 20 sites, while for the top 25 online pharmacies there were over 1400 activities of this kind.
In conclusion, the branding of products on flyers, store shelves, and e-commerce sites is essential for the success of businesses. Branding helps to capture the attention of consumers, communicate the value of products, and generate sales. Whether it’s a flyer in a shopping center, a shelf in a supermarket, or a product page on a website, branding plays a key role in guiding consumers’ purchasing decisions and in building a lasting relationship between the brand and its customers. Never underestimate the importance of branding when it comes to promoting and selling your products.
If you want to learn more about how we can help you with the control of your display branding strategies, get in touch with us.