Written by The biggest hurdle in innovation isn’t coming up with a novel idea. It’s translating that idea for a shopper in the split second they spend at the shelf.
Innovation is hard. You have to identify a genuine need, build the product, and solve the logistical puzzle. But none of that matters if the product never makes it into the cart.
The Goal: Distinct, yet familiar.
For brands with an established core line, your degree of difference should match your strategy:
- Staying Close to Home: If you’re offering new flavors or added benefits to your existing fans, lean into similarity. Don’t make them hunt for the brand they already love.
- Breaking New Ground: If you’re chasing a new audience or a radical benefit, your design cues must signal that distinctiveness clearly.
In these cases, it’s often vital to invest in launch merchandising (like endcaps). This gives shoppers who don’t usually browse your aisle a chance to discover you and start a new routine.
Packaging: Your Fastest Messenger
Packaging, both its structure and visual identity (visID), is the primary vehicle for communicating value at the speed of shopping. So, how do you get it right?
Standard packaging research often prioritizes large sample sizes and low costs, but it frequently fails to give brand teams the nuance needed to excel at-shelf. You don’t just need data; you need clarity.
There is a better way to research innovation. By leveraging in-store qualitative research with non-saleable prototypes, we can gather the behavioral data and nuance required to turn good potential into excellent execution.
Ready to set your innovation up for at-shelf success? Reach out to learn more about our Win At-Shelf Framework.