ShopperLogic Planner

Advanced end-aisle displays

High impact single-brand, specially constructed units, usually extending further from the aisle, can incorporate light boxes of fridge units

Alarm Post Ads

Messaging on or covering the alarm barriers at store entrance / exit

Banded Packs

Packs whereby a bigger selling variant is used to cross-sell a smaller selling variant, banding them together; for sale at same price or slightly more than normal

Baskets

Signage attached to outside and inside of hand-held shopping baskets

Brand Marcomm Objective

High level strategic objectives for a brand

Burst

A piece of communication staying in-store for a relatively short time.

Category Driver

The basic characteristics of in-store shopping behaviour within a category….such as involvement, or time at shelf, or impulse, or price sensitivity

Ceiling signs / bunting

Signage of various types, attached to ceiling

Counter Units

Smaller product displays, based within a purpose designed unit, which stand on a counter

Counter signage & info

Smaller signs or information displays which stand on a counter

Coupons at till

Coupons either given with receipt, or dispensed at the baggage packing area on the till

Coverage

A high proportion of the shoppers in a store, being exposed to a message

Cross-category units

A unit that effectively category manages, but with one brand's signage on it

Demo Areas

Large areas, usually with counter space, allowing product testing - will incorporate large signage

Deployment Characteristics

The basic characteristics of how a brand’s communication is deployed in-store….such as Burst (short-time) versus Longevity (long-time), or Coverage (lots of shoppers) versus Frequency (shoppers reached often)

Experiential techniques

In-store interactive displays that often involve Promoters

Floor Decals

Stickers posted onto the floor, usually (but not exclusively) in proximity to shelf

Floor Displays - bulk stacks

Large product displays, usually piled into a free area of floor space

Floor Mats or Carpets

Larger floor mats or carpets, usually proximity to entrance / exit. Mats may be back-lit

Frequency

A shopper being exposed to a message a number of times

FSDUs

Product displays, based within a purpose designed unit, which can stand off-shelf (islands) anywhere in the store

Gravity-fed Parasite Units

Small vertical product merchandising units that are placed on shelves - may or may not be in the same category as the products on the shelf

Generic Packaging

Retailer specific packaging

In-pack coupons and sachets

Trial sachets or money-off coupons packaged within main product packaging

In-pack leaflets and stickers

Leaflets or stickers packaged within main product packaging

Impact

A piece of communication that is highly noticeable

Impulse fridges

Small branded fridges, for placement on counters

Impulse purchases

Purchases that are non-planned, made quickly and triggered by some stimulus in-store

In-floor Plasma TV

Digital TV screens set into the floor

Info Stands

Large signs or information displays which stand off-shelf

In-store Activation

Manned or non-manned large free standing areas with specially built signage and displays, sometimes interactive

In-store Deployment Strategies

A strategic way of using communication in-store, to fulfil a granular task. It would incorporate where you would be and what you would be doing at that that place.

In-store Radio

Radio feed into store, played overhead

Interaction

A shopper interacting with something or someone. This is a transaction – the shoppers time for what?

Interactive Kiosks

Free-standing electronic kiosks giving detailed product information on screens or print-outs

Involvement

The degree of time expended and engagement the shopper has in a category or product

Leaflets

Leaflets, usually at till or at shelf

Limited Edition pack

Special ‘brand-focused’ pack, usually only available for a defined period, often tied to charity

Longevity

A piece of communication staying in-store for a relatively long time. Often called 'furniture'

Loyalty within category

The degree that the shopper tends to always buy the same product and brand

Major in-category units

Pre-packed units that sit within a category and are the full height of the aisle

Major shelf signage

Large vertical or horizontal shelf signage, spanning displays

Minor shelf units

Pre-packed single-shelf units that slot onto the shelf. Can incorporate visual at back, tester unit, and / or shelf talker / leaflet dispensers

Minor shelf signage - co-op pricing

Pricing sticker or poster co-branded with retailer and manufacturer

Minor shelf signage - shelf wobblers

Small cards which stick up or out from the shelf and wobble!

Minor shelf signage - shelf talkers

Horizontal signage strips, which sit under the product

Minor shelf signage - static clings

Static adhesive stickers which are attached to glass surfaces

Neck-tags

Paper / card signage sitting on the neck / outside of the bottle

Non-shelf Plasma TV

Digital TV screens that are either above shelf or aisles, or free-standing

On-pack Coupon

Coupon attached to outside of main pack

On-pack Promotion

Promotion, usually collection based, promoted on the pack

Own Label pack

Brand messaging on own-label products

Pack itself

Brand messaging on the brand’s pack

Perimeter

The outside lanes in a Supermarket

Planogram

The lay-out of the store, shown from above as a plan

Plasma TV at shelf

Plasma TV screens, mounted on the shelf

Power Aisle

The main traffic artery down the centre of a Supermarket

Product Category

Group of related or similar products that are merchandised together on shelf

Promo Girls

Field marketing teams, usually employed to give demonstrations or sample product

Promotional end-aisle displays

Promotional fixture taking up the end-aisle unit, usually supported with surrounding signage sitting on and next to the unit

Receipt ads

Messaging on the back of till receipts

Retailer Objective

Objectives that will benefit the Retailer - helping drive basket size and profitability, as well as building differentiation for the Retailer

Rotar ads at till

Horizontal rotating signage sitting next to, or behind, the till

Sales Clerk Training

Training programmes to educate staff about product use

Seasonal Aisle

The area or artery in a Supermarket, that is used to merchandise seasonal produce. May be near the Entrance / 'landing zone' or may be the same as the Power Aisle

Secondary Packaging

Packaging that boxes individual product items eg a 4-pack 'outer'

Shelf audio

Audio messaging at shelf, either laser-activated (triggered by movement) or radio

Shelf blinds

Small pull-down blinds which project slightly from the shelf

Shelf projections - coupons / leaflet dispensers

Signage which extends horizontally or vertically from the shelf, incorporating a dispenser of some sort

Shelf projections - shopper stoppers

Signage which extends horizontally or vertically from the shelf

Shelf projections - showcase floater

False product box, slightly projecting from shelf

Shop Door Signage

Large signage on retail entrance doors

Shop Front Signage

Signage projecting out from the store front

Shop Window

Product displays or signage in retail window space

Shopper Mission

In any category there will be broad shopper motivations or need states that you can cluster together and those are Shopper Missions. So – in a nutshell – it’s why the shopper came into the store.

Shopping Bags

Messaging on plastic or paper shopping bags

Signage at till

General signage on the till area…can be stickers, A-cards etc

Smell dispensers

Smell dispensers – usually inviting the shopper to press them

Special Packs

Packs designed for special circumstances / occasions (eg Mothers Day / Christmas / travel) – containing different variant ranges.

Staff Uniforms

Messaging or accreditation badges on staff uniforms

Store Format

The store or outlet type - be it Convenience, Hypermarket, etc

Store Magazines

Advertising, advertorial or promotions inside retailers’ magazines

Targeted

This is about reaching a specific target audience, discretely in-store. If you can execute the idea anywhere, it’s not targeted.

Till cheque writers

Messaging inserted into plastic trays sticking out from the till for signing cheques / card slips

Till conveyor belts

Stickers attached to the till conveyor belt

Till dividers

Horizontal signage inserted into till dividers; sometimes back-lit

Trial units

Small units with tester packs on them, that project slightly from other products

Trolley Fronts

Signage on outside (and inside) of shopping trolley fronts

Trolley Handles

Signage on horizontal bar attached to shopping trolley handles

Type of Message

The broad message that is being conveyed

Value Packs

Packs giving better value for money…double packs for slightly higher price; or x% more for same price

Wall Panels

Small panels / posters on walls