Why a supermarket is a super place to... market your products

by Startacus Admin

Want to get your product on the supermarket shelves? Here are a just a few of the reasons why that will help...

According to research reported by the Retail Gazette, UK retail sales in August 2021 grew at the fastest pace in nearly seven years. The CBI found 60% of retailers reporting higher sales in the year running to August – up from the July figure of 23% and the highest reading since December 2014.

All of this could be especially welcome news to advertisers, given that over 90% of supermarkets’ overall sales occur in store rather than online. Why else should you advertise under the shop’s roof? 

You could develop a strong relationship with the retailer itself

“Without them, the brand will fail,” marketing guru Perry Abbenante tells The Balance Small Business about in-store promotions. However, you can’t expect to forge successful promotions of this kind until you have fostered a healthy relationship with retail buyers for stores. 

Abbenante – a former VP of marketing at Pretzel Crisps – advises: “If a certain promo is important to the retailer, support it. The retailer may then be more inclined to support you in the future.”

There are opportunities for eye-catching displays 

Abbenante recommends that you make in-store displays large and colourful but also simple. You could, for example, show several of your best-selling products in a display coloured to aesthetically match or complement the packaging.  

If you have the opportunity to place a product display in an especially popular supermarket, you should design the display to look good even when it is largely empty. After all, the store workers might not always have enough time to replenish its supplies quickly. 

Your product could draw notice from outside its usual market

When you are trying to get your product noticed by people who wouldn’t usually ever see it or at least consider it, you should attempt to get it advertised in places it hasn’t been advertised before.

So, if you sell electric toothbrushes, having them promoted in the dental care section of the supermarket would obviously make sense – but what if you could get them into the tech department, too? When positioned near laptops, these toothbrushes could be seen in a new light. 

You could advertise attractive prices and deals 

“It’s all about the price point. Most retailers have accepted the multiple-price-point mantra,” Abbenante has said about how you could tempt customers to buy more of your product. So, advertising “two for £5” could work out much better for you than simply “£2.50 each”. 

Listing pricing like this – as well as discounts and temporary price reductions (TPRs) – prominently on your supermarket ads can pay dividends. 

You can catch attention from customers as they approach the store 

Some of the supermarket advertising opportunities available include digital screens sited close to store entrances, enabling you to reach out to shoppers who could be open to purchase suggestions.

If you know that you sell a particular product in a supermarket where one of these screens is located, you could book that space and use it to display contextually relevant details, like those of a limited-time deal for as long as this supermarket offers it.

 

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Published on: 1st September 2021