Retail Product Placement Strategy

🚨Amazon has built a really cool new ad tech to monetise Prime videos, but it’s not what you would have thought! 🚨 To appreciate this new ad tech we need to go back in time and look at some history. We would have all watched on movies and tv shows where products have been strategically placed to drive brand awareness and recall. The hit show Stranger Things had about a 140 brands featured in the 4th season with some estimates sizing it to $27million in brand placement value. And this is just one season of one show. As more and more people are disengaging with intercepting ads, brands and media producers are trying innovative ways to gets brands in front of eyeballs without being skipped. Now if a studio had to integrate with brands, it requires for them to coordinate before hand with the brands and figure out where to strategically place the products and shoot the content. Enter Amazon’s Virtual Product Placement Technology. Virtual product placement is an emerging technology that inserts a digitally rendered product, billboard, or logo into a movie or TV series after it has been filmed. Amazon collaborates closely with content creators when determining placement locations and available product categories for each participating title. All decisions are made in line with the artistic vision for each movie or series, with a shared goal that placements will not interfere with the story or affect the viewer’s enjoyment. Brands are expected to spend upwards of $125bn by 2026 on video ads, so it’s a pretty huge market they are going after. Stats also show that 63% of viewers say they feel the urge to buy a product when they see it featured in a TV show with GenZ leading the pack. In a specific case study, Bubly a sparkling water brand saw a 18.1% lift in aided recall, 6.8% lift in brand favourability, 16.5% lift in purchase. This ad format becomes even more powerful when you combine it with Amazons e-commerce marketplace where marketeers can do full funnel advertisements all the way from awareness to purchase. Secondly, with post production virtual product placement, the same product placement could be bid by different brands for e.g the scene having bubly could very well also have any other canned drink which ever fit into the category. I must say this is by far one of the most impressive ad tech I have come across in recent times and Amazon is truly Priming us to purchase.

Your customers don't want to shop - they need to dream. These environments tap into deep psychological triggers, engaging the brain’s emotional centers to create lasting connections. By designing spaces that feel both familiar and otherworldly, these brands create “liminal” experiences that resonate on a profound level, turning customers into participants in the brand’s story. Great Case Studies: Vans’ House of Vans: This space isn’t just a store; it’s a cultural hub where retail, art, music, and skateboarding converge. Visitors don’t just shop—they become part of the Vans ethos, living and breathing the brand’s core identity. Coach x Disney Pop-Ups: These enchanting spaces blend luxury with nostalgia, inviting customers into a world where Coach’s craftsmanship meets the whimsy of Disney. The result? Shopping experiences that evoke deep emotional connections. Gucci Garden Archetypes: This experience immerses visitors in the rich narratives behind Gucci’s iconic campaigns. Each room tells a different story, allowing customers to explore the brand’s world from within. Burberry’s Imagined Landscapes: These environments merge the physical and digital, transporting customers into futuristic spaces inspired by Burberry’s vision. It’s a journey that transforms shopping into an exploration of what’s possible. The results speak for themselves. Increased dwell time, boosted conversion rates, skyrocketing social media buzz, and most importantly, delighted customers who leave feeling connected to the brand. #retail #inspiration #creativity #design #experiencedesign #brand Grant Dudson AMAR ALNΞMΞR ☀️🚀 Nuno Antunes

I walked into Miniso just to browse, but a tiny design detail caught my attention I reached for a perfume tester, expecting to spray it on my wrist. But there was no push-button. Just an open nozzle, forcing me to bring it close and take a sniff. Observations: 🛍️ Smart Product Placement: Perfumes were neatly arranged in visually appealing color blocks, making selection feel intuitive. 👃 Tester Trick: The tester bottles had no push-button sprays! Instead, customers had to directly sniff the nozzle—reducing impulse spraying by passersby and ensuring serious buyers engage more deeply. 👉 Behavioral Science in Action: 📌 Commitment Bias: If you take the effort to pick up and sniff, you're more likely to consider buying. 📌Scarcity Effect: No free-flowing spray means the product feels more 'exclusive.' 📌Decision Fatigue Reduction: Minimal distractions, clear choices, and a structured layout make buying easier. Retailers are getting smarter—it's not just about WHAT they sell but HOW they sell it. Have you noticed any clever behavioral tactics in stores lately? #BehavioralScience #RetailPsychology #ConsumerBehavior #MarketingStrategy #BrandExperience 

Do you know your unique selling point or your customer’s reason to buy? You should. Knowing how you compare to the competition and stand out is essential for strong positioning. Positioning is essential for every product and service for which the customers have an alternative. It means identifying which valuable characteristics your offerings have compared to the main alternatives. Without positioning, customers have no reason to buy from you. After all, if you don’t stand out positively in any way, why would they buy from you? There are many approaches to positioning, Michael Porter’s Five Forces Framework and Generic Strategies being the most famous of them. While Porter’s approach helps finding out WHAT your positioning could or should be, there is little information as to HOW to do it. This is where April Dunford’s approach to positioning comes in. In her book, “Obviously Awesome” she lays out a practical, five-plus-one-component approach to positioning. The components are: 1. Competitive Alternatives If you didn’t exist, what would customers use? 2. Unique Attributes What features/attributes do you have that alternatives do not? 3. Value What value do the attributes enable for customers? 4. Customers that Care Who cares a lot about that value? 5. Market you Win What context makes the value obvious to your target segments? 6. Relevant Trends (Bonus)  What trends make your product relevant right now? There’s a couple of things I like about Dunford’s approach: 👉 It doesn’t start with thoroughly analyzing the customer’s needs and not even start with the product or market. 👉 It starts with how customers currently fulfill their needs. Whatever the problem, customers have some solution right now (otherwise the problem wouldn’t be a problem they would need a solution for…). 👉 It only moves to the product or service category in component 5. This means that picking what you call the product or service comes after establishing its unique and value-adding attributes. 👉 It helps bringing in current trends at the right place. Not at the start, which would merely lead to chasing hypes, but as a way to enhance the product or service’s relevance for the customer right now. While seemingly simple, this makes it one of the more intelligent approaches to positioning out there. Time to look at your positioning. Do you use all six components, and do you use them in the right order and way? #targetaudience #marketingdevelopment #productdevelopment

(FMCG Blueprint) 🛒 Planogramming & Shelf Management in GT – The Art of ‘Eye-Level is Buy-Level’ Ever walked into a kirana store and magically picked up a product you didn’t even plan to buy? Well, that’s not magic—it’s planogramming at work! For those in FMCG sales, especially in General Trade (GT), mastering shelf management can be the difference between a slow-moving SKU collecting dust or flying off the shelf like a viral meme. Let’s break it down (with some humor & data!): Why Planogramming Matters in GT? ✅ Eye-Level is Buy-Level – 80% of shoppers buy what they see first. Your product at the bottom shelf? Good luck competing with the store dog’s snacks. 🐶 ✅ First Impression Wins – Studies show products placed at the store entrance get 40% more eyeballs. Ever noticed why impulse buys (like chocolates & gums) are near the checkout? ✅ The Power of Adjacency – Ever wondered why chips & soft drinks are always neighbors? Because 60% of shoppers buy them together. If your snack brand is sitting next to floor cleaner instead, well… good luck! Common GT Shelf Mistakes (That Kill Sales!) 🚨 Dumping stock anywhere – Just because the retailer has shelf space doesn’t mean it’s the right space. Your premium biscuits don’t belong in the ‘Rs. 5 wala’ section! 🚨 No FIFO (First In, First Out) – Old stock rotting at the back is a crime in FMCG. Unless you’re selling aged whiskey, rotate your stock! 🚨 Ignoring Visibility – A bright red competitor pack on the prime shelf while your SKU hides behind a ‘Buy 1 Get 1 Free’ board? Big mistake. The GT Shelf Formula for FMCG Success 🚀 📌 Prime Shelf = High Velocity SKUs 📌 Impulse SKUs = Checkout Counter 📌 Complementary Products = Placed Together 📌 Slow Movers = Extra Push with Visibility (POP, Danglers, Shelf Strips) Takeaway: Treat Shelf Space Like Real Estate! • Rent is high – so fight for the best spot! • Location matters – the closer to eye-level, the better. • Rotation is key – old stock should never be ‘lost & found.’ If you’re in FMCG sales, your job doesn’t end at getting the order—it starts with ensuring your product gets visibility & velocity at the shelf! What’s the funniest GT shelf placement mistake you’ve seen? Drop it in the comments! 👇

Sometimes, less really is more when it comes to offering choices. By limiting options and strategically positioning your products or services, you create a sense of value and urgency. Think about offering three key choices: the first, a budget-friendly option that makes customers feel like they’re getting a deal, but they may start to think they deserve something better. Then, offer an experience-driven, premium option that feels almost out of reach, pushing customers to believe it's something they can't afford or aren't ready for. Finally, place a middle-ground option between the two, positioning it as the sweet spot, the "best value" in the eyes of your customers. This creates a subtle yet powerful psychological push to choose the middle option, as it feels like the most reasonable and rewarding choice.

My first introduction to product placement in movies came from an old Malayalam cinema that showed Mascot Hotel in Thiruvananthapuram (I don't remember the movie name now). Product placements in movies have been an old play. But not many brands do it well. Gone are the days when all that was needed was a shot of the college-age hero and heroine sharing a bottle of Gold Spot in the college canteen. Today's product placements demand a lot more to generate buzz. Here’s one strategy your brand can use today for an impactful silver-screen appearance. 1. Understand the Story Arc Dive deep into the narrative. Product integration isn't about forcing your brand into a scene but finding where it naturally fits. Relevance: Ensure the product enhances the scene and doesn’t feel forced. Character connection: If a beloved character interacts with your brand, it creates an emotional bond with the audience. Evolving presence: Allow your product to play its part throughout the movie, not just in one isolated scene. Seamlessness is the key to narrative success. E.g., The Italian Job - Mini Cooper: The film seamlessly features Mini Coopers. Given the constraints of the heist, Mini Coopers were the only choice of transportation the hero had, and he and his team worked with the vehicles for almost the entire second half of the movie. 2. Align your Brand with the Movie's Demographics Your brand should be speaking to its core audience. Audience analysis: Understand who watches the movie and see if they align with your target demographic. Cultural resonance: If the movie speaks to a particular culture or group, can your brand resonate with that audience? Age appropriateness: Ensure the product suits the age group the film is catering to. Speaking directly to your audience ensures they remember you. Eg: Harold and Kumar go to Whitecastle - I don’t know how many of you would remember this movie, but it’s all about how two millennial youths go to their nearest Whitecastle outlet in search of hamburgers, and the adventures they face along the way. 3. Subtlety Over Showcasing No one likes overt advertisements. The best product placements are those that the audience remembers without feeling sold to. Use when essential: The product should serve a purpose in the scene. Keep it realistic: Ensure that its use or presence feels believable. Subtle reminders can create stronger brand recalls than blatant advertisements. Eg: Apple MacBooks in most movies subtly portray creativity, design, and premiumness. 4. Collaborate with Filmmakers Why it works: Understanding the filmmaker's vision can ensure your product complements the story. Shared vision: Have clear communication with the director and scriptwriter. Feedback loop: Regular check-ins can ensure integration is on the right track. Eg: E.T. the Extra-Terrestrial (1982) - Reese's Pieces: The candy played a significant role in the movie, as it was used to lure the friendly alien E.T. #marketing

🛍️ 𝗙𝗿𝗼𝗺 𝗦𝗰𝗿𝗼𝗹𝗹𝗶𝗻𝗴 𝘁𝗼 𝗦𝗵𝗼𝗽𝗽𝗶𝗻𝗴: 𝗧𝗵𝗲 𝗦𝗲𝗮𝗺𝗹𝗲𝘀𝘀 𝗟𝗲𝗮𝗽 𝗼𝗳 𝗦𝗼𝗰𝗶𝗮𝗹 𝗠𝗲𝗱𝗶𝗮 𝗶𝗻𝘁𝗼 𝗘-𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲📈 #Socialmedia has transformed from a place for connection and content into a bustling digital #marketplace. This evolution has witnessed platforms like Facebook and Instagram integrating #shopping features, leading to a new shopping paradigm. 🌟 TikTok Shop - 𝘁𝗵𝗲 𝗹𝗮𝘁𝗲𝘀𝘁 𝗿𝗲𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗶𝗻 𝘀𝗼𝗰𝗶𝗮𝗹 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 TikTok, with its 1.67 billion active users, isn't just for dance challenges anymore. 😁 It's quickly becoming an #ecommerce giant. TikTok initially trialed Shopping with select Shopify merchants in US and UK, later expanding to Canada, but have since rolled it out on a broader scale. The feature's launch into e-commerce in the US was part of TikTok's strategic expansion, tapping into the booming #socialcommerce market projected to hit $67.32 billion in the U.S. in 2024. This past holiday season proved to be TikTok Shop’s first major test. According to TikTok, about 150,000 creators and sellers published shoppable videos or Live shopping streams during the #BlackFriday and #CyberMonday week. Furthermore, TikTok said over 5 million new customers made a purchase on TikTok Shop during that weekend — a result of 22.8 billion views across all shoppable livestreams and videos. 🌟How TikTok Shop Changes the Game: 🛍️ Integrated #ShoppingExperience: Users can browse and buy without leaving the app. Shopify integration means businesses can manage their TikTok campaigns alongside their e-commerce operations. 🔮 #PersonalizedDiscovery: The 'For You' page tailors product discovery to user preferences. 🎨 #CreativeFreedom: Brands can leverage unique, authentic content that resonates with the TikTok audience. 🌟Why This Evolution? 🔄 Consumer trends are shifting towards more #immersive and #interactive shopping experiences. 🎢 The seamless blend of entertainment and shopping caters to the desires of #GenZ and even #Millennials. 🔍 In the #fashion industry, several brands have effectively leveraged TikTok Shop to boost their online presence and sales. 🛍️ ASOS.com: Builds community with behind-the-scenes clips, fostering authenticity. 😂 Crocs: Embraces TikTok's humor with engaging, trendy content. 👖 #Levi’s: Balances trendy and educational content about denim and fashion history, adding a vintage brand feel. 🎥 ZARA SA: Attracts with visually captivating editing, showcasing stylish fashion. 👟 Nike: Strengthens community through interactive posts and interviews. 🏞️ The North Face: Shares adventure vlogs, aligning with their brand's adventurous spirit. 🛹 Vans, a VF Company: Connects with skateboarding culture, embodying youthfulness and boldness. ❓ 💬 Are you ready to tap into TikTok Shopping for your brand? Share your thoughts! #TikTokShopping #SocialCommerce #EcommerceStrategy #DigitalMarketing #RetailInnovation #FashionTech

What Factors Drive People to Make Purchases? Ever wondered why you absolutely HAD to have that new gadget or why you chose one brand over another? Let’s see the factors that influence consumer behaviour and how you can leverage them to boost sales. 1. 𝐄𝐦𝐨𝐭𝐢𝐨𝐧𝐚𝐥 𝐂𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧: ➡ We like to think we're rational beings, but let's face it – emotions drive a lot of our decisions. ➡ Remember how Apple doesn't just sell phones; they sell a lifestyle? ➡ That's emotional marketing at its finest. ➡ When a brand makes you feel something – whether it's nostalgia, excitement, or belonging – you're more likely to reach for your wallet. 2. 𝐒𝐨𝐜𝐢𝐚𝐥 𝐏𝐫𝐨𝐨𝐟: 𝐖𝐞'𝐫𝐞 𝐀𝐥𝐥 𝐉𝐮𝐬𝐭 𝐅𝐨𝐥𝐥𝐨𝐰𝐢𝐧𝐠 𝐭𝐡𝐞 𝐇𝐞𝐫𝐝. ➡ Ever noticed how a busy restaurant seems more appealing than an empty one? That's social proof in action. ➡ We're wired to follow the crowd. ➡ This is why influencer marketing and user reviews are so powerful. 3. 𝐒𝐜𝐚𝐫𝐜𝐢𝐭𝐲: 𝐓𝐡𝐞 𝐅𝐎𝐌𝐎 𝐅𝐚𝐜𝐭𝐨𝐫. ➡ "Limited time offers!" "Only 2 left in stock!" Sound familiar? ➡ Scarcity taps into our fear of missing out (FOMO). ➡ Its why flash sales work so well. ➡ We're more motivated by the idea of losing out on an opportunity than by the prospect of gaining something. 4. 𝐕𝐚𝐥𝐮𝐞 𝐏𝐞𝐫𝐜𝐞𝐩𝐭𝐢𝐨𝐧: 𝐈𝐭'𝐬 𝐍𝐨𝐭 𝐀𝐛𝐨𝐮𝐭 𝐭𝐡𝐞 𝐏𝐫𝐢𝐜𝐞, 𝐈𝐭'𝐬 𝐀𝐛𝐨𝐮𝐭 𝐭𝐡𝐞 𝐕𝐚𝐥𝐮𝐞. ➡ Here's a secret: people don't always buy the cheapest option. ➡ They buy what they perceive as the best value. ➡ This is why premium brands can charge more – they're selling an experience, not just a product. ➡ As a marketer, your job is to communicate value, not just features. 5. 𝐂𝐨𝐧𝐯𝐞𝐧𝐢𝐞𝐧𝐜𝐞: ➡ In our fast-paced world, convenience is king. ➡ This explains the explosive growth of services like Amazon Prime, food delivery & quick commerce. ➡ If you can make your customer's life easier, you've got a winning formula. 6. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥 𝐈𝐝𝐞𝐧𝐭𝐢𝐭𝐲: ➡ Brands aren't just selling products; they're selling identities. ➡ Think about it – why do some people swear by Apple while others are die-hard Android fans? ➡ It's not just about the tech; it's about what the brand says about them as a person. 7. 𝐓𝐫𝐮𝐬𝐭 𝐚𝐧𝐝 𝐂𝐫𝐞𝐝𝐢𝐛𝐢𝐥𝐢𝐭𝐲: ➡ In a world of fake news and scams, trust is currency. ➡ Building credibility through consistent quality, excellent customer service, and transparency can turn one-time buyers into lifelong customers. Have you noticed any of these factors influencing your own purchases? Or maybe you've successfully leveraged them in your marketing strategies? Let me know in the comments below! #ConsumerPsychology #MarketingInsights #BuyingBehavior #BrandStrategy

A fizzy/soft drink at 8 a.m. is WILD 😂 But position it as an energy drink, and suddenly it’s a productivity hack, competing with your morning coffee and protein shake, not cola. Call it a sausage roll and it’s a cheap grab-and-go, competing with meal deals and supermarket snacks. But reframe it as a handmade pastry, and now it’s premium, artisan, competing with bakery delights and brunch menus. A chicken burger? Fast food. Competes with fries and soft drinks. A chicken sandwich? Feels fresher, healthier, versatile—suddenly competing with salads and wraps. Same product, different perception. Positioning isn’t about changing what you sell—it’s about changing how people see it. The product stays the same. The story shifts. And that’s what separates ordinary from extraordinary. Next time you’re positioning, don’t just sell a product—sell a perspective.