Archive for the ‘In-Store’ Category

I Smell a Scent Trend

What is a trend? For me, it is when the street meets the runway. In the world of scents, this is when a fragrance is found on the shelves of every day consumers at the same time that it is being used as the main ingredient of some new fine fragrance launches. For

Product as Display

Sometimes, the best display vehicle is simply your own products displayed dramatically. It doesn’t take special shippers. It doesn’t take special packs. It doesn’t take anything

How to Make a Package Design Store-Check

Any new design initiative must be preceded by some form of market investigation, because without an understanding of the context within which a package or brand must communicate, any such initiative would be undertaken with a virtual blindfold on!
The aim of this article is to give some guidance and methodology, in order to make your future store-checks both effective and useful to understanding the market context and aiding the design and marketing process.

Banking—a new scented space, kind of…

Today I experienced one of the worst scented spaces I’ve encountered to date. I was standing in line at my local bank, prepared to discuss some issues with the teller and out of nowhere I heard a soft “psst”. The next thing I knew, a foul rendition of a tropical

Home Improvement Faces Opportunity

Brands Can Bust Through with Forward Facing Trends Let’s start with the good news. As a result of the economic downturn, we’re now working with consumers who are ready to work—on their homes that is. While massive remodeling projects are pretty much out the window, consumers are more engaged in smaller, more

The Perception of Scent

Tracy’s Scented Spaces Series This is a direct follow up to my scented diary series post on June 30th. Recently a group of teens started a protest against Abercrombie and Fitch in San Francisco, CA. Image courtesy of Teens Turning Green. The focus of the protest—the

Shopper Marketing—The ‘Not So’ Silent Salesman

The Role of the Package In-Store What motivates shoppers to go to the supermarket? Well mostly it seems, it just to buy a small number of items on a day to day basis (62% of all shopping trips, according to Unilever’s 2004 US study—Trip Management—The Next Big Thing), these shoppers are quick and determined, they [...]

Ambercrombie & Fitch—A Case Study

Tracy’s Smell Diary Considering scent branding is relevantly new (more of the branding world is learning how this science works), I have decided the best way to educate my readers, is to discuss relevant case studies that a reader could experience and reference for themselves.

A Picture Worth One Thousand Words

Spring is in the Air “Best spring fragrance store window I have seen, you want to plunge in that smell” – Marc Gobé CPG Branding and Marketing Forum member Marc Gobé, President of Emotional Branding, just posted this image to his Twitter feed (mgobe) and I felt compelled to share it. Not only does this [...]

Is Your Brand Eclectic or Just a Mess?

Are You Communicating Clearly? According to Merriam-Webster, eclectic may be defined as, “composed of elements drawn from various sources.” Better Homes and Gardens describe eclectic as, “the perfect blend of new and old elements in a design that is distinctly your own.” Roget