BXP - June 2018 - 26

26

"I think the reason for that is that store

Lee says. "These marketers know where

brands are taking a bigger bite of the mar-

people are now and how long they've

ket and emerging brands are getting more

been there, and they are making sure their

credibility, especially with today's consumer

messages are being seen."

having a millennial mindset and more into
the smaller mom-and-pop brands," Lee

Stordahl says that while technology and

says. "People are paying more attention to

digital displays are changing the way

these sort of companies."

things are done, at the end of the day,
these tools are all in service of creating

For a brand strong in both brick and mortar and online, Stordahl points to the popu-

a brand experience that allows shoppers
to connect with products in more meaningful

lar men's grooming brand Harry's, which recently

ways.

transitioned from an online
retailer to brick-and-mortar in

"Tactile displays with unboxed

Target.

product in aisle, as well as education pieces that fit in endcaps

"Their endcap and in-aisle

are powerful tools to appeal to

displays are a great represen-

shoppers," she says.

tation of creating a look and
feel that not only connects

POP In a dIGITaL aGe

strongly to the online

Online retailers shouldn't

brand, but also works

assume they get out of the

seamlessly with the Target

"experience" conversation.

personality as well," she says. "They eliminated traditional

While in-store and retail PoP marketing has most to do with

shelving on the endcap, creating a fully designed brand

quick purchases, digital PoP is focused on clicks and aware-

world with less product but more education. In-aisle displays

ness, and is still vital to a company's success.

show the handle unboxed for customers to touch and feel.
Overall, it makes the brand feel very approachable while

This strategy attempts to market to shoppers who are al-

retaining their 'hipster' online status."

ready on the site and ready to make a purchase-and it provides a last-minute way for retailers to influence the details

SubHed: TecH TaLk

of that decision.

a unique PoP display trend that Lee has seen lately is the
idea of incorporating different technology into the displays

Stordahl says that the ability for shoppers to choose a

themselves. That has resulted in a lot of freestanding Led

complimentary sample, enjoy a "surprise and delight" of free

displays running short animation and graphics for the brands

shipping or discount at checkout, or even have access to re-

on the shelves.

views from the shopping cart to reinforce their decision can
be powerful connection tools.

Technology can also help push coupons to a phone, which
can take the PoP marketing to a new level. Geofencing is also

"What's interesting with online retailers is that they are col-

on the rise. This allows a store or marketer to pinpoint when

lecting more and more data from their online customers and

someone is in the vicinity of the store and they can push a

learning their buying habits and seeing their whole history of

message out to them by text.

purchases," Lee says. "Through that data, they can suggest
purchases during checkout that are tailored towards that

"The whole PoP game is getting more complex, and it's making things seamless and invisible to the consumers' eyes,"

june/july 2018

|

Brand Experience

consumer and whatever purchase they are making." 



Table of Contents for the Digital Edition of BXP - June 2018

BXP - June 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Fresh Approach
Buzz-Worthy Health Care Innovation
Itching the Impulse
The Debate: Socially Conscious Marketing & Eco-Conscious Design
Brand Leaders & Rising Stars Retrospective
The Toolbox: Transparent & Glass Packaging
Ad Index
The List
BXP - June 2018 - Intro
BXP - June 2018 - BB1
BXP - June 2018 - BB2
BXP - June 2018 - BXP - June 2018
BXP - June 2018 - Cover2
BXP - June 2018 - 1
BXP - June 2018 - Contents
BXP - June 2018 - 3
BXP - June 2018 - 4
BXP - June 2018 - 5
BXP - June 2018 - Editor’s Letter
BXP - June 2018 - 7
BXP - June 2018 - The Scene
BXP - June 2018 - 9
BXP - June 2018 - Chief Experience Officer Series: Fresh Approach
BXP - June 2018 - 11
BXP - June 2018 - 12
BXP - June 2018 - 13
BXP - June 2018 - 14
BXP - June 2018 - 15
BXP - June 2018 - 16
BXP - June 2018 - 17
BXP - June 2018 - Buzz-Worthy Health Care Innovation
BXP - June 2018 - 19
BXP - June 2018 - 20
BXP - June 2018 - 21
BXP - June 2018 - 22
BXP - June 2018 - 23
BXP - June 2018 - Itching the Impulse
BXP - June 2018 - 25
BXP - June 2018 - 26
BXP - June 2018 - 27
BXP - June 2018 - The Debate: Socially Conscious Marketing & Eco-Conscious Design
BXP - June 2018 - 29
BXP - June 2018 - 30
BXP - June 2018 - 31
BXP - June 2018 - 32
BXP - June 2018 - 33
BXP - June 2018 - Brand Leaders & Rising Stars Retrospective
BXP - June 2018 - 35
BXP - June 2018 - 36
BXP - June 2018 - The Toolbox: Transparent & Glass Packaging
BXP - June 2018 - 38
BXP - June 2018 - 39
BXP - June 2018 - 40
BXP - June 2018 - 41
BXP - June 2018 - 42
BXP - June 2018 - Ad Index
BXP - June 2018 - The List
BXP - June 2018 - Cover3
BXP - June 2018 - Cover4
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