BXP - January/February 2018 - 15

15

R adius Redesigned the
floss pack aging to have
moRe fl avoR, in foley's
woRds -"juicieR."

natural markets because their shoppers were really into the

Understanding that it's a very different selling model in mass

idea of premium, made in the USA, and those types of prod-

market retailers, Foley suggests sampling as an initiative to

uct characteristics. They want quality. Those shoppers are

create product experts and introduce them into the shopping

interested in people who care about the products they make

environment.

whether it be an orange that a person grows or the toothpaste we make or a body lotion that a person blends."

When sampling isn't possible or to complement sampling,
radius employs a careful merchandising approach. In some

Making products for the considered consumer means brands

markets, such as grocery, the company may only offer cross-

need to carefully evaluate their retail partners. "A lot of peo-

over products. "The Totz toothbrush is a good product for

ple ask me, 'Why don't we sell in department stores?'" Foley

those types of stores because it's an easy buy for a shopper,"

says. "Honestly, department store shoppers are looking for

Foley says. "It's $3.99 retail, and it's not such a huge leap for

something different from what we offer. Marketers need to

them concept-wise because it's a kids toothbrush and there-

be willing to say, 'My products are going to work here, and

fore smaller and more like the toothbrushes they are already

my products are not going to work there.' Find your niche,

used to."

embrace it and deal with everything that comes with it. If
you have the attitude of I'm going to make it happen in any

In other stores, multiple SKUs within a single category can

market and you force the issue by spending tons of time and

reframe the visual conversation with shoppers. "When we

money. It will be a waste. Listen to the end consumer, and lis-

come out with products," she explains, "we try to find that

ten to the feedback you get from your retail customer. That's

breakeven point where we're sensitive to the retailer's space

how you will find the core of your brand and be able to grow

but trying to maximize what's available to grab the shop-

from that strong core."

pers' interest." one toothbrush, by itself, tells a product story.
Multiple oral appliances grouped together tell a brand story

FUTUre oF reTAIL

about innovation.

Working with these specialty markets has given Foley insight
on how retailers can improve shopper engagement. "It's

WHAT'S WorKIng on pAcK,

really fascinating when you go into natural products stores

And IMproveMenTS To coMe

because the conversation level is so high compared to the

At the time of Foley's interview with Brand Experience

silence that is in any other type of store," she remarks. "They

magazine, she was looking to optimize radius' story on shelf

educate themselves on the products, and they can speak

by re-evaluating its visual package designs. "We have a very

intelligently about how the products can improve shoppers'

hard time explaining on our packaging what our toothbrush

lives."

is without seeing a few of our toothbrushes," Foley remarks.

BXPMagAzine.com


http://bxpmagazine.com

Table of Contents for the Digital Edition of BXP - January/February 2018

Bxp - January/february 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: From Everyd Ay to Extraordinary
Beer Brand Gets Rebrand
The Rise of Ai
Makeover Challenge
The Debate
The Toolbox: Active and Intelligent Packaging
Index of Advertisers
The List
BXP - January/February 2018 - Intro
BXP - January/February 2018 - Bxp - January/february 2018
BXP - January/February 2018 - Cover2
BXP - January/February 2018 - 1
BXP - January/February 2018 - Contents
BXP - January/February 2018 - 3
BXP - January/February 2018 - 4
BXP - January/February 2018 - 5
BXP - January/February 2018 - Editor’s Letter
BXP - January/February 2018 - 7
BXP - January/February 2018 - The Scene
BXP - January/February 2018 - 9
BXP - January/February 2018 - Chief Experience Officer Series: From Everyd Ay to Extraordinary
BXP - January/February 2018 - 11
BXP - January/February 2018 - 12
BXP - January/February 2018 - 13
BXP - January/February 2018 - 14
BXP - January/February 2018 - 15
BXP - January/February 2018 - 16
BXP - January/February 2018 - 17
BXP - January/February 2018 - Beer Brand Gets Rebrand
BXP - January/February 2018 - 19
BXP - January/February 2018 - 20
BXP - January/February 2018 - 21
BXP - January/February 2018 - The Rise of Ai
BXP - January/February 2018 - 23
BXP - January/February 2018 - 24
BXP - January/February 2018 - 25
BXP - January/February 2018 - 26
BXP - January/February 2018 - 27
BXP - January/February 2018 - 28
BXP - January/February 2018 - 29
BXP - January/February 2018 - 30
BXP - January/February 2018 - 31
BXP - January/February 2018 - 32
BXP - January/February 2018 - 33
BXP - January/February 2018 - Makeover Challenge
BXP - January/February 2018 - 35
BXP - January/February 2018 - 36
BXP - January/February 2018 - 37
BXP - January/February 2018 - 38
BXP - January/February 2018 - 39
BXP - January/February 2018 - 40
BXP - January/February 2018 - 41
BXP - January/February 2018 - 42
BXP - January/February 2018 - 43
BXP - January/February 2018 - 44
BXP - January/February 2018 - 45
BXP - January/February 2018 - 46
BXP - January/February 2018 - 47
BXP - January/February 2018 - The Debate
BXP - January/February 2018 - 49
BXP - January/February 2018 - 50
BXP - January/February 2018 - 51
BXP - January/February 2018 - The Toolbox: Active and Intelligent Packaging
BXP - January/February 2018 - 53
BXP - January/February 2018 - 54
BXP - January/February 2018 - Index of Advertisers
BXP - January/February 2018 - The List
BXP - January/February 2018 - Cover3
BXP - January/February 2018 - Cover4
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