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HOW VISUAL CUESON PACKAGING & IN-STORE COMMUNICATIONIN PHARMACIESCAN IMPACT CONSUMER BEHAVIORWIM HAMAEKERS – MANAGING PART...
PEOPLE MAKE CHOICES RATHER1   UNCONSCIOUSLY THAN CONSCIOUSLY
8.000 SKU‟S3-5 MIN AVERAGE SHOPPING TRIP        THEORETICAL CHANCE TO BE NOTICED:                            0,04 SECONDS
IT‟S ALL ABOUT EMOTIONS AND SENSORY EXPERIENCES                 BASIC FEELINGS            BEHAVIOURAL               REFLEC...
MIX CONVENTIONAL METHODS2   WITH EYE-TRACKING
SENS PACK METHOD
SENS PACK MODEL                         SHOP                      SIMULATION             EYE                     VERBAL   ...
3   A PATIENT = A CONSUMER = A SHOPPER?
A PATIENT = A CONSUMER = A SHOPPER?        70     Of the decisions in retail             % are taken in point of sale
WHAT ABOUT DECISIONS TAKEN IN A PHARMACY?        ?   %                Consumers like freedom                They like to t...
WHEN THE MARKET FOR OTC WILL BE OPEN          WOULD BUY        WOULD CONSIDER        THINKS THE PRICE        OTC PRODUCTS ...
PHARMACIST STAYS IMPORTANT BUT….ATTITUDE WHEN BUYING MEDICATION    Need       Decide myself   Always buy   Sometimes    Al...
THE MARKET IS SEGMENTED          PHARMACIST                BRAND                   BRAND           FOLLOWER               ...
HOW TO SEDUCE THE PATIENT,4   THE CONSUMER, THE SHOPPER?
THE PACKAGING IS A KEY ELEMENT IN THE MIX
4%   0%        3%    19%   4%   0%5%    6%                                                                      6%   6%   ...
NAME AND VISUAL CUESHELP TO QUICKLY COMMUNICATE THE MAIN MESSAGE               Recall   Purpose is clear   Pack incites to...
PACKAGING DESIGN TAKE AWAYS   #1   BE SEEN
PACKAGING DESIGN TAKE AWAYSONE: BE SEENCREATE STOPPING POWER: GAIN ATTENTION          Strong branding & brand identity    ...
ATTRACTIVE PACK = EFFECTIVE MEDICINE?THROAT         Clear benefit   Performant   Attractive   Incites to buy             5...
ATTRACTIVE PACK = EFFECTIVE MEDICINE?SKIN CARE             Clear benefit Performant   Attractive   Incites to buy         ...
PACKAGING DESIGN TAKE AWAYS   #2   BE REMEMBERED
PACKAGING DESIGN TAKE AWAYS#2: BE REMEMBEREDHAVE A CLEAR BRAND POSITIONING           Target audience           Compelling ...
PACK DESIGN AND VISUAL CUESIMPORTANT IMPACT ON PACK HIERARCHY                        1.                                   ...
PACK DESIGN AND VISUAL CUESIMPORTANT IMPACT ON PACK HIERARCHY              1.            2.            BRAND         BRAND...
THE NOTICE                          “ONHANTEERBAAR. JE MOET          “TE MOEILIJK TAALGEBRUIK –IS   “ONGELOOFLIJK, DAT    ...
THE NOTICE
PACKAGING DESIGN TAKE AWAYS   #3   BE RELEVANT
PACKAGING DESIGN TAKE AWAYS#3: BE RELEVANTBE COSTUMER FOCUSED: WHAT‟S IN IT FOR ME?          Less is more          A clear...
PACKAGING DESIGN TAKE AWAYS   #4   BE CONSISTENT
PACKAGING DESIGN TAKE AWAYS#4: BE CONSISTENT360°   … THROUGH ALL EXPRESSIONS OF YOUR BRAND
OVERLOAD OF CHOICES KILLS
CATMAN IS NEEDED TO FACILITATE DECISIONS
CATMAN IN SHELF PERFORMS BESTSHELF EVALUATION                            The different      There is enough    The availab...
SHELF PREFERENCEREGARDING EASINESS OF DECISIONS         99      Prefer a shelf with clear               % categorization
WHIT CATMAN PEOPLE BUY MORE PRODUCTS AND FIND PRODUCT MORE EASILYLess time needed to find the product in shelf – less bran...
CATEGORY MANAGEMENT1   ENDUCES consumers to discover more products2   Shopping experience will be ENHANCED3   FINDABILITY ...
BUT MAKE IT PROMINENT – CLEAR AND SIMPLE
USE POS TO SUPPORT BRAND ESSENCE
“HET MAG OOK NIET TE                                  “VAAK STAAN ER                           ROMMELIG WORDEN.“HOE MEER I...
Displays out of the context have LESS IMPACT1   (eg trash bin with pub, display toothpaste next to body care).    POS mate...
LEARNINGS FOR THE PHARMA SECTOR 1   Patients act rather UNCONSCIOUSLY and emotionally 2   Visual cues can IMPACT behaviour...
@WIM_ROGIL             @BrandimageBE+32 498 46 06 72       +32 2 215 34 00 // +32 478 33 84 31W.HAMAEKERS@ROGIL.EU   NSTEL...
Impactvisualcuesinpharmacy
Impactvisualcuesinpharmacy
Impactvisualcuesinpharmacy
Impactvisualcuesinpharmacy
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Impactvisualcuesinpharmacy

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How visual cues on packaging and in-store communication in pharmacies can impact consumer behavior and boost your sales!
Insights from a pioneering study by Rogil and Brandimage Brussels: eyetracking research in the pharmacy and expert views on OTC packaging design inspired by FMCG rules of thumb.

VIEW THE MOVIES ON http://prezi.com/lparzcjk2iab/rogil-impulse-movies/

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Impactvisualcuesinpharmacy

  1. 1. &
  2. 2. HOW VISUAL CUESON PACKAGING & IN-STORE COMMUNICATIONIN PHARMACIESCAN IMPACT CONSUMER BEHAVIORWIM HAMAEKERS – MANAGING PARTNER ROGILNIKE STELLAMANS – GENERAL MANAGER BRANDIMAGE BRUSSELS
  3. 3. PEOPLE MAKE CHOICES RATHER1 UNCONSCIOUSLY THAN CONSCIOUSLY
  4. 4. 8.000 SKU‟S3-5 MIN AVERAGE SHOPPING TRIP THEORETICAL CHANCE TO BE NOTICED: 0,04 SECONDS
  5. 5. IT‟S ALL ABOUT EMOTIONS AND SENSORY EXPERIENCES BASIC FEELINGS BEHAVIOURAL REFLECTION UNCONSCIOUS UNCONSCIOUS CONSCIOUS FIGHT OR FLIGHT TAKE/ADAPT ACTION PROVIDE REASONING NEO CORTEX LIMBIC SYSTEM RATIONAL EMOTIONAL OLDEST BRAIN VISUAL SENSORIALSource : Dan Hill - Emotionomics
  6. 6. MIX CONVENTIONAL METHODS2 WITH EYE-TRACKING
  7. 7. SENS PACK METHOD
  8. 8. SENS PACK MODEL SHOP SIMULATION EYE VERBAL TRACKING EVALUATION EMOTION TRACKING
  9. 9. 3 A PATIENT = A CONSUMER = A SHOPPER?
  10. 10. A PATIENT = A CONSUMER = A SHOPPER? 70 Of the decisions in retail % are taken in point of sale
  11. 11. WHAT ABOUT DECISIONS TAKEN IN A PHARMACY? ? % Consumers like freedom They like to take decisions
  12. 12. WHEN THE MARKET FOR OTC WILL BE OPEN WOULD BUY WOULD CONSIDER THINKS THE PRICE OTC PRODUCTS THE SUPERMARKET WILL BE CHEAPER IN SUPERMARKET AS PREFERRED CHANNEL IN THE SUPERMARKET 60 % 58 % 63 %
  13. 13. PHARMACIST STAYS IMPORTANT BUT….ATTITUDE WHEN BUYING MEDICATION Need Decide myself Always buy Sometimes Always ask Always buyprofessional which brand I the same change for cheapest what advice buy brand brands medication pharmacistpharmacist advices me 85 % 64 % 57 % 45 % 24 % 56 %
  14. 14. THE MARKET IS SEGMENTED PHARMACIST BRAND BRAND FOLLOWER SWITCHER LOYALS 33 % 20 % 47 % WANTS ADVICE DECIDES RATHER LOYAL TO THE BRAND PHARMACIST & FOLLOW WITHOUT ADVICE & BUT SAY THE RATHER THIS IN PURCHASE SWITCHES BRAND – LIKE TAKING THE (36 YO, 52% WOULD BUY PRICE PLAYS A ROLE DECISION THEMSELVES IN SUPER MARKET) (45 YO, 67% WOULD BUY (41 YO, 63% WOULD BUY IN SUPERMARKET) IN SUPERMARKET)
  15. 15. HOW TO SEDUCE THE PATIENT,4 THE CONSUMER, THE SHOPPER?
  16. 16. THE PACKAGING IS A KEY ELEMENT IN THE MIX
  17. 17. 4% 0% 3% 19% 4% 0%5% 6% 6% 6% 8% 39% 11% 38% 10% 3%4% 25% 4% 19%Share of AttentionRecall
  18. 18. NAME AND VISUAL CUESHELP TO QUICKLY COMMUNICATE THE MAIN MESSAGE Recall Purpose is clear Pack incites to buy 35% 34% 42% 22% 81% 76% 16% 0% 14% 12% 42% 18% 15% 92% 68%
  19. 19. PACKAGING DESIGN TAKE AWAYS #1 BE SEEN
  20. 20. PACKAGING DESIGN TAKE AWAYSONE: BE SEENCREATE STOPPING POWER: GAIN ATTENTION Strong branding & brand identity Colour blocking / contrasts Impactful visual cues
  21. 21. ATTRACTIVE PACK = EFFECTIVE MEDICINE?THROAT Clear benefit Performant Attractive Incites to buy 58% 27% 23% 19% 81% 73% 72% 76% 39% 18% 24% 18%
  22. 22. ATTRACTIVE PACK = EFFECTIVE MEDICINE?SKIN CARE Clear benefit Performant Attractive Incites to buy 11% 8% 33% 22% 57% 39% 39% 59% 94% 72% 80% 87%
  23. 23. PACKAGING DESIGN TAKE AWAYS #2 BE REMEMBERED
  24. 24. PACKAGING DESIGN TAKE AWAYS#2: BE REMEMBEREDHAVE A CLEAR BRAND POSITIONING Target audience Compelling benefit Reason-to-believeLIMIT THE NUMBER OF ELEMENTS ON PACKBE OWNABLE THROUGH IMPLICIT & EXPLICIT VISUAL CUESCAPTURE THE MIND & THE HEART !
  25. 25. PACK DESIGN AND VISUAL CUESIMPORTANT IMPACT ON PACK HIERARCHY 1. 2. BRAND BRAND 2. 1. CITRON „CITRON‟ 3. SORE THROAT
  26. 26. PACK DESIGN AND VISUAL CUESIMPORTANT IMPACT ON PACK HIERARCHY 1. 2. BRAND BRAND 1. 1. 2. KNIE- 2. BRAND KNIE- BAND BRAND BAND 1. VISUAL2. vs. VISUAL 1. VISUAL 2. VISUAL 3. KNIE- 1. BAND 2.BACK- BACK- GROUND GROUND
  27. 27. THE NOTICE “ONHANTEERBAAR. JE MOET “TE MOEILIJK TAALGEBRUIK –IS “ONGELOOFLIJK, DAT ECHT ZOEKEN ZOEKEN NAAR ARTSEN GERICHT. BESTAAT AL JAAR EN ZOEKEN….VOOR JE ER IETS IN WAARSCHIJNLIJK BEGRIJPEN DAG OP DEZELFDE TERUGVINDT. HET BEGINT AL VEEL PATIENTEN DIT ONLEESBARE MANIER. BIJ DE TAALROL, TJA NIET…ANAFYLACTISCHE GEWOON NIET AAN UIT ONDUIDELIJK. REACTIES??? TEKST IS NIET TO TE KUNNEN” EN WAT JE ZOEKT STAAT ER THE POINT, LANGE TEKSTEN EN MEESTAL NIET IN OF VIND IK NIET TOCH WEINIG NUTTIGE INFO” TERUG”
  28. 28. THE NOTICE
  29. 29. PACKAGING DESIGN TAKE AWAYS #3 BE RELEVANT
  30. 30. PACKAGING DESIGN TAKE AWAYS#3: BE RELEVANTBE COSTUMER FOCUSED: WHAT‟S IN IT FOR ME? Less is more A clear communication hierarchy Relevant information
  31. 31. PACKAGING DESIGN TAKE AWAYS #4 BE CONSISTENT
  32. 32. PACKAGING DESIGN TAKE AWAYS#4: BE CONSISTENT360° … THROUGH ALL EXPRESSIONS OF YOUR BRAND
  33. 33. OVERLOAD OF CHOICES KILLS
  34. 34. CATMAN IS NEEDED TO FACILITATE DECISIONS
  35. 35. CATMAN IN SHELF PERFORMS BESTSHELF EVALUATION The different There is enough The available In this shelf I categories are choice of offer is well- can easily find easy to distinguish products organized/clear what I need “Unstructured” shelf 29 % 73 % 43 % 41 % “Structured” shelf Shelf with catman 89 % 91 % 89 % 88 %
  36. 36. SHELF PREFERENCEREGARDING EASINESS OF DECISIONS 99 Prefer a shelf with clear % categorization
  37. 37. WHIT CATMAN PEOPLE BUY MORE PRODUCTS AND FIND PRODUCT MORE EASILYLess time needed to find the product in shelf – less brands looked at but more relevant brands LOOKED AT. Consumers looked atthe signage to search for the needed product - More different brands are bought when category management involved. LOOKING FOR THROAT MEDICATION CATEGORY MANAGEMENT UNSTRUCTURED SHELF AVERAGE TIME NEEDED TO 5,45 sec *8,84 sec TIME FIND THE MEDICATION AVERAGE TIME NEEDED TO FIXATE ON THE CATEGORY THROAT *2,43 sec 3,83 sec NUMBER OF BRANDS LOOKED (TOTAL SHELF) 6% 10% BUYING PROCESS DIFFERENT PRODUCTS BOUGHT (IN TOTAL 13 SKU‟S AVAILABLE) 8 3 SHARE OF ATTENTION OROFAR 8% 8% STREPSILS 6% *10% MUCCOANGINE *5% 1% OTHER BRANDS *10% 8% „USED‟ (LOOKED AT) SIGNAGE TO SEARCH AND BUY 59%
  38. 38. CATEGORY MANAGEMENT1 ENDUCES consumers to discover more products2 Shopping experience will be ENHANCED3 FINDABILITY will increase
  39. 39. BUT MAKE IT PROMINENT – CLEAR AND SIMPLE
  40. 40. USE POS TO SUPPORT BRAND ESSENCE
  41. 41. “HET MAG OOK NIET TE “VAAK STAAN ER ROMMELIG WORDEN.“HOE MEER IK DISPLAYS MAAR DAT ZOU DE RUST VRIJ KAN STAAN ER GEEN DOORBREKEN.RONDLOPEN, PRODUCTEN MEER DISPLAYS MOETEN HOE MEER IK OP OF ONTBREKEN WAT MIJ BETREFT OOK ZAL KOPEN!" VARIANTEN, DAT IN DE NABIJHEID VAN ZOU TOCH NIET HET PRODUCT IN HET MOGEN….‟ SCHAP STAAN ANDERS STOORT HET ENORM” “DISPLAYS DOEN KOPEN, MÀÀR HET IS “IN DEZE ESSENTIEEL OM ER DE APOTHEEK STAAN JUISTE PRODUCTEN ER TEVEEL TENTOON TE STELLEN. DISPLAYS EN IN EEN BAKKERIJ ZET POSTERS. HET IS MEN NU EENMAAL HET DRUK, OOGT NIET GEWONE BRUINE ORDELIJK” BROOD OOK NIET IN DE VITRINE.”
  42. 42. Displays out of the context have LESS IMPACT1 (eg trash bin with pub, display toothpaste next to body care). POS materials which are an EXTENSION of the2 product in the shelf work visually very good. These products take the attention very well. POS materials are not always seen as an3 ENHANCER of shopping experience in the pharmacy.
  43. 43. LEARNINGS FOR THE PHARMA SECTOR 1 Patients act rather UNCONSCIOUSLY and emotionally 2 Visual cues can IMPACT behaviour! 3 Your pack must: be SEEN + be REMEMBERED + be OWNABLE CATEGORY MANAGEMENT helps! Consumers need to be guided in the 4 overload of choice and visual cues. Clarity of communication and visual cues can ENHANCE processing the info in 5 the brain.
  44. 44. @WIM_ROGIL @BrandimageBE+32 498 46 06 72 +32 2 215 34 00 // +32 478 33 84 31W.HAMAEKERS@ROGIL.EU NSTELLAMANS@BRAND-IMAGE.COM

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