In my last blog I made the case for smarter promotions. This blog focuses on what smarter promotion tickets look like to shoppers at the key decision point – the shelf edge.
Tickets that sell
The prime objective of a smarter promotion ticket at the shelf edge is to get shoppers to make a purchase that they would not otherwise make. Retailers who do this well convince shoppers to buy immediately by having the right added value information on their tickets. Most importantly smarter promotion tickets do not rely only on price to achieve success. In fact the better the content the less need there is for price cuts.
What do tickets that sell look like?
The best ticket that sells contain many of the below features and attributes and can be printed in store and displayed on Electronic shelf labels and other digital devices.
1. A clear price that can be easily read by all target shoppers – Essential
2. A product name that is the same as on the actual product - Not shortened product names
3. Reasons to buy – New technology, improved process, features, uses, green etc.
4. Product specifications – Size, ingredients, legal requirements, related products etc.
5. Access to more information about the product or its use – More information than will fit on a ticket accessed by QR code, NFC or other mobile applications
6. A picture of the product – P&G claim that a picture can increase sales by 12%
7. A customer rating or review score - The most powerful tool of online retailers can also be used in stores
8. An offer that may include a price cut but does not have to - Price can become significantly less important to the shopper with a ticket that sells
The challenge for some retailers is that while they have the data to be able to produce tickets that sell it’s not all in the same place and needs organising. Expect many of these issues to be resolved in the near future as tickets that sell become much more widely deployed.