Competitive Product Placement

Eye-Level Placement: Maximizing FMCG Sales-FAQs 1. What is eye-level placement and why is it important in FMCG sales? Eye-level placement refers to positioning products on retail shelves at a height where they are most easily seen by customers, typically between 4 and 5.5 feet for adults. This strategic placement is crucial in FMCG because it maximizes product visibility, increases the likelihood of impulse purchases, improves brand perception, and ultimately drives sales growth. Customers tend to scan shelves at this height naturally, making it prime real estate for brands seeking to capture their attention. 2. How does eye-level placement influence consumer behavior and purchasing decisions? Eye-level placement leverages natural consumer behavior patterns. Shoppers tend to scan shelves horizontally, making eye-level products the first to be noticed. This enhanced visibility increases product recall and triggers impulse buys, especially for new or promotional products. Furthermore, products placed at eye level are often perceived as more premium and desirable, which elevates brand image and can lead to higher sales conversions. 3. What are the different shelf placement tiers and how should they be used strategically? Shelf placement tiers are divided into top, eye-level, and lower shelves, each serving a specific purpose. The top shelf is suitable for premium or niche products. The eye-level shelf is the prime location for high-margin, fast-moving products that need maximum visibility to drive sales. Lower shelves are generally reserved for bulk items or lower-margin products that do not require significant promotional focus. 4. What are some effective strategies to secure and optimize eye-level placement? Effective strategies to secure eye-level placement include negotiating with retailers during trade agreements, offering incentives or promotional support, and providing data demonstrating how the placement will boost sales. Optimizing the placement can involve using Shelf Ready Packaging (SRP) that makes products stand out, targeting the right eye level for your target audience (lower for children), and placing complementary products nearby to encourage bundle purchases. 5. What are the main challenges in securing eye-level placement in retail environments? The main challenges include high levels of competition for limited prime shelf space, the premium fees that retailers may charge for this placement, and the fact that retailers sometimes prioritize their own private labels. There are also factors like retailer preferences regarding the shelf positioning. 6. How can brands overcome the challenges associated with securing eye-level placement? To overcome these challenges, brands can offer higher margins to motivate retailers, provide data on how eye-level placement boosts sales, offer promotional materials and shelf management support, and actively build a strong relationship with retailers based on mutual benefit. #Sales

🚨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.

"Winning The Shelf Wars: Jo Dikhta Hai Wo Bikta Hai" During one of my market visits to a newly assigned territory, I encountered a situation that got me thinking deeply about the dynamics of retail. At a local shop, I noticed something that many FMCG professionals dread — a glaring disparity in shelf presence. My brand had just 1 piece on display, while a competitor had 6 pieces occupying prime shelf space. Curious, I asked the retailer why this was the case. His response was simple: "Limited shelf space." This moment was an eye-opener for me. Retailers have finite space, and if we don't maximize our product's visibility, competitors will take over that space, and eventually, our brand could be sidelined. This realization drove me to explore solutions to secure and grow shelf presence effectively. Here are the strategies I developed: 1️⃣ Understand the Retailer’s Needs: Retailers prioritize fast-moving and high-margin products. Building a strong relationship and understanding their pain points can create opportunities for better shelf placement. 2️⃣ Enhance Shelf Visibility: Tools like planograms, shelf strips, and promotional materials can make your product stand out. A visually attractive shelf presence drives consumer attention and sales. 3️⃣ Drive Stock Turnover: Providing data-backed insights about your product’s potential or proven performance can convince retailers to stock more. Offering schemes like discounts or better margins can further motivate them. 4️⃣ Incentivize Retailer Engagement: Rewarding retailers for achieving sales targets or increasing shelf space allocation can strengthen partnerships and ensure mutual growth. 5️⃣ Outsmart the Competition: Identify gaps in competitors’ offerings and position your product as the superior choice, whether through pricing, quality, or customer demand. This experience reaffirmed a critical lesson: Shelf space isn’t just real estate; it’s a gateway to consumer attention and market share. As FMCG professionals, we must constantly innovate, engage, and adapt to ensure our brands remain competitive. #fmcg #sales #retailshelfspace #marketing #retailvisibility #strategy

I've been emphasising on long-form content, and the single most important metric for success is "watch time." While short-form content has its place, YouTube's watch-time-driven algorithm presents the best opportunity for meaningful product integration and sustained brand visibility. My analysis of successful campaigns has shown that viewers are most engaged during specific windows of video content, and strategic product placement within these windows significantly impacts both brand recall and conversion rates. The data consistently demonstrates that the traditional approach of relegating sponsorships to the beginning or end of videos limits exposure and effectiveness. From my experience testing various placement timings, I've found the best approach for maximising exposure and retention is typically integrating the product within the first 40 seconds, with a secondary reinforcement at the 5-7 minute mark to maintain engagement and recall. This timing strategy helps ensure your brand message reaches the widest audience before potential drop-offs occur. Core Strategy Platform-Specific Approach YouTube Long-Form Focus: Prioritize 8-15 minute videos, as watch time is the key driver of algorithm performance. Strategic Short-Form: Use YouTube Shorts to tease or reinforce long-form content, serving as awareness drivers that maximize cross-channel engagement. Integration Timeline Early Mention (0-40 seconds): Introduce or tease the product naturally to ensure high visibility. Primary Integration (1:30-2:30): Provide a full product introduction, aligning it with the main content. Reinforcement (5:00-7:00): Include a secondary demonstration or mention to strengthen recall. Call-to-Action (Final 30 seconds): Deliver a clear CTA with an exclusive offer or unique code. Audience Retention Optimization Seamless Integration: Ensure the product naturally fits the creator’s style and content format. Content-Product Alignment: Align product features with the video’s theme for smooth, organic transitions. Performance Tracking: Use unique affiliate codes and tracked links to measure each creator’s impact. Why This Model Works? * Algorithm Alignment: YouTube prioritizes videos with higher watch times, increasing their chances of being recommended. Placing product mentions at key engagement points maximizes visibility. * Better ROI Tracking: Tracked links and codes provide precise attribution, making it easier to measure creator impact, optimize spending, and identify the most effective content formats. * Scalability: Continuous analysis of watch time and conversions enables a data-driven approach—scaling high-performing influencers while phasing out lower-performing ones for maximum efficiency. This approach not only aligns with YouTube's algorithm but also builds a scalable, high-impact strategy that maximises brand awareness, sustains audience engagement, and delivers measurable business results. Would love to know what strategies have worked for you!

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

Expensify just proved fiction is more powerful than reality. Just saw the F1 movie this week - couldn't stop thinking about what these brands pulled off. Product placement isn't new, but this took it to another level. $40+ million in brand partnerships across 15+ sponsors. These brands didn't just advertise in the movie - they starred in it. Licensing revenue amounted to more than 10% of the production costs, with a good chunk paid up front. These brands achieved something real F1 sponsors could only dream of: guaranteed heroic outcomes, permanent brand assets, and zero reputational risk. Meanwhile, real F1 sponsors pay $30-100M annually to share space with 50+ logos while praying their driver doesn't crash, scandal, or tweet something stupid at 3am. The integration went far beyond logos: Expensify didn't just slap their name on racing suits - Damson Idris filmed an actual Expensify commercial within the movie itself. IWC created custom timepieces that characters actually wore throughout the film. Tommy Hilfiger didn't just provide costumes - they designed the entire team's visual identity. EA Sports took it furthest, integrating the fictional APXGP team into their actual video game. Brands moved from interrupting content to becoming part of the story. Not every genre could pull this off - try integrating Expensify into Pride and Prejudice. How should brand licensing deals evolve when brands integrate into narratives rather than interrupt them? And how much creative input should brands have when they're helping fund the narrative? #IPidity #trademarks #brandintegration #productplacement #licensing #hollywoodhustle Photo adapted from: Apple Original Films

A very important eCommerce SEO situation in 2024. Using my Product Grids Template, I'm able to determine that FurHaven as a brand have very strong performance within product grids for the query "dog beds' in the US. I can also see that a product of theirs titled 'FurHaven Calming Cuddler Long Fur Donut Dog Bed' appears in the top grid the most out of any product for this query. Because of this, I would expect that a lot of users will be clicking on their grid result. But because they are ranking in position 3 for their own product, CTR won't be as high as it could be. In fact, I've seen situations where CTR for the top ranking product within a grid can be up to 50%. With both Target and Amazon taking away a lot of clicks for their brand for a non-branded query. What you're seeing here is both the benefit and the downside to allowing your products to be sold through other domains. FurHaven products are available in Target and they're being sold through the FurHaven Amazon store. But what can FurHaven do to improve their rankings within product grid results to become more competitive? Here are some influential factors and how they are performing: • Ensuring valid items & eligibility ✅ • Ensuring exact product match ✅ • Set of information provided ✅ • Maintaining product titles ✅ • Sourced reviews ✅ • Having a competitive edge ❌ • Top Quality Store❌ • Seller Ratings✅ • Buy Now checkout ✅ • Paypal / Google Pay accepted ✅ • Promotions/Coupons ❌ Overall, FurHaven are covering many of the bases that are most important to succeed within product grid results which is great to see. If I were to suggest anything, it would be related to the following areas: Having a competitive edge The primary aspect related to competitive edge that Target is outpacing them on relates to their returns policy. While both have free returns (the norm for many large retailers), the Target policy is for 90 days compared to their 60 days. Top Quality Store badging Having a TQS badge can go a long way for overall free listing performance. They look to be maintaining strong metrics which correlate with having TQS eligibility, so they may want to investigate more as to why they haven't received the badge. Promotions/Coupons This relates to maintaining promotions/coupons directly within Merchant Center (Marketing > Promotions), which is an area I've been recommending more to clients with respect to "free listings" as the destination. You can get coupon codes showing alongside your grid results where applicable to stand out more – it doesn't need to be a significant discount, but should be an ongoing initiative to manage within your account. For instance, I can see that Chewy is running a $20 gift card promotion for new customers that applies to this product, allowing their grid result to become larger and more compelling. To learn more about the process of auditing organic product grid results, make sure to check out my new guide in the comments.

𝗣𝗹𝗮𝗰𝗲𝗺𝗲𝗻𝘁 𝗶𝗻 𝗙𝗠𝗖𝗚 𝗦𝘁𝗼𝗿𝗲𝘀 𝗖𝗮𝗻 𝗠𝗮𝗸𝗲 𝗼𝗿 𝗕𝗿𝗲𝗮𝗸 𝗦𝗮𝗹𝗲𝘀 🛒✨ Regional sales manager Ravi of an FMCG company was confused. Sales stagnated in spite of having a fantastic product and competitive pricing. After visiting several supermarkets, he realized a critical error: his products were in plain sight!   𝗧𝗵𝗲 𝗦𝗵𝗲𝗹𝗳 𝗪𝗮𝗿𝘀: 𝗩𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 = 𝗦𝗮𝗹𝗲𝘀 🔎📈 Product placement in FMCG stores is about being seen, not simply about being there. 70% of buying decisions are made in-store, according to studies. If your product isn't in the correct place, it might as well not exist !   𝗧𝗵𝗲 𝗦𝗰𝗶𝗲𝗻𝗰𝗲 𝗕𝗲𝗵𝗶𝗻𝗱 𝗦𝗺𝗮𝗿𝘁 𝗣𝗹𝗮𝗰𝗲𝗺𝗲𝗻𝘁 🧠 📌 𝗘𝘆𝗲-𝗟𝗲𝘃𝗲𝗹 = 𝗕𝘂𝘆 𝗟𝗲𝘃𝗲𝗹 👀 •  Sales of items positioned at eye level are 35% higher than those at the bottom of the shelf. •  The "Golden Shelf" is dominated by premium brands because consumers instinctively look at what is directly in front of them. 📌 𝗖𝗵𝗲𝗰𝗸𝗼𝘂𝘁 = 𝗜𝗺𝗽𝘂𝗹𝘀𝗲 𝗚𝗼𝗹𝗱𝗺𝗶𝗻𝗲 💰 •  Last-minute purchases can be increased by positioning tiny, quickly consumable items, such as       drinks, gum, or chocolates, next to the billing counter. 📌 𝗖𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗖𝗹𝘂𝘀𝘁𝗲𝗿𝗶𝗻𝗴 = 𝗠𝗼𝗿𝗲 𝗦𝗮𝗹𝗲𝘀 🔄 •  Cross-selling chances are increased when complementary goods are positioned together (chips next to dips, for example).   𝗥𝗮𝘃𝗶’𝘀 𝗕𝗿𝗲𝗮𝗸𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗠𝗼𝗺𝗲𝗻𝘁 🚀 In order to improve exposure at checkout counters and transfer his best-selling items to premium shelf, he collaborated with store management. Sales increased by 40% in a matter of weeks!   𝗞𝗲𝘆 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆𝘀 𝗳𝗼𝗿 𝗙𝗠𝗖𝗚 𝗕𝗿𝗮𝗻𝗱𝘀 📌 ✅ Be where customers naturally look—eye level, end caps, and checkout zones. ✅ Leverage impulse buying—place fast-moving SKUs near billing counters. ✅ Group complementary products together to boost basket value. ✅ Work with retailers to optimize shelf positioning for maximum visibility.     In FMCG, it's not just what you sell—it’s where you sell it! So, is your product in the right place? 👀 #FMCGSales #RetailMarketing #ProductPlacement #SalesStrategy #ConsumerBehavior #RetailTrends #FMCGMarketing

Your Idea Isn’t the Hook. The Reason to Watch Is. Too many marketing ideas sound great in a deck but fall apart in execution. The biggest mistake? Assuming a clever idea is enough. It’s not. The real question isn’t “Do people get it?”—it’s “Why would anyone watch this?” JACQUEMUS x Apple nails this. • A behind-the-scenes video that feels like a peek into the brand’s world—but is meticulously crafted for engagement. • A cat napping, toast being ironed, a sugar cup overflowing—absurd, playful, and engineered to make you rewatch. • And the product integration? Seamless. The iPhone 16 Pro Max’s zoom, cinematic sharpness, and Dolby Vision capabilities are all showcased—without shoving it down your throat. This is what marketing should be. 5 Takeaways: 1️⃣ Show, don’t just tell—but make it irresistible. Most “behind-the-scenes” content is boring. This one demands attention. 2️⃣ Subversive innovation wins. Shooting on an iPhone? Not new. Making the iPhone itself a character in the storytelling? That’s the game-changer. 3️⃣ The best product placement is invisible. The tech isn’t the focus—it’s an enabler. You’re watching the world, not the spec sheet. 4️⃣ Design content that loops. Every weird, tiny detail (the cats, the sugar cup, the toast) makes this worth watching twice. Or five times. 5️⃣ Make the familiar feel fresh. Fashion campaign? Seen it. iPhone-shot content? Seen it. But by blending humor, high production, and purpose-driven tech, this one feels new. And Jacquemus isn’t stopping there—their entire fashion show is pushing this further. They’re not just using Apple’s camera; they’re leveraging Dolby Vision and cinematic high-tech visuals to make the iPhone itself look better by association. When a brand that’s known for high-end, luxury runway productions adopts smartphone cinematography, it shifts perception. This isn’t just a phone—it’s a tool for luxury storytelling. So here’s the real question: What’s stopping other brands from making content this good? Would love to hear—what’s the best campaign you’ve seen lately that nailed product integration without forcing it? Drop it in the comments. ⬇️

Dropped by Stop & Shop and couldn’t help but notice: 🟡 Yellow tags screaming for attention. 🛑 Voids staring back like missed opportunity. 💲 Promo-heavy endcaps. 🔁 Shoppers pausing, scanning, switching brands. ➡️ Brands battling for awareness at the exact moment it matters most. We talk a lot about brand launches, challenger growth, and winning the decision moment… But this is what it actually looks like on the shelf. 👉 KIND owning real estate like it’s the landlord 👉 Quest Nutrition showing up in sweet and savory formats 👉 MadeGood, OWYN, ZBAR, and think! carving out space with purpose-driven positioning 👉 N!CK'S bringing color and contrast right where the eye lands The truth? 𝗘𝘃𝗲𝗿𝘆𝗼𝗻𝗲’𝘀 𝘁𝗵𝗲𝗿𝗲. 𝗕𝘂𝘁 𝗻𝗼𝘁 𝗲𝘃𝗲𝗿𝘆𝗼𝗻𝗲 𝗶𝘀 𝘄𝗶𝗻𝗻𝗶𝗻𝗴. Some brands get placement… then get buried. Some go wide… but disappear on-shelf. Some launch beautifully… and get wiped out by competitors who just showed up better. Execution matters after the launch too. Because if your consumer has to work to find you - they probably won’t. And when that moment hits - when the customer stands there comparing bars, chips, cookies, protein: - It’s not always the best product that wins. - It’s the one that’s actually there. That’s easy to spot. That looks right, priced right, and stays in stock. ➡️ For emerging brands: this is where velocity dies or multiplies. ➡️ For retailers: this is the real estate that drives margin or misses. ➡️ For everyone: visibility at shelf = visibility in the cart. Curious how your brand stacks up? Let’s chat. This is what I live for. #CPG #RetailExecution #EmergingBrands #InStoreVisibility #FirstMomentOfTruth -------------------------------------------------------------------- 📊 At Wiser, this is what we track in real-time. Because showing up consistently is the new competitive edge.