Disrupting the shopper on the path to purchase

Since the global financial crisis, the marketing supply chain has become increasingly fragmented and FMCG brands have been forced to rethink how they market their products.

Today, with fears are escalating over the global health pandemic, COVID-19, there is even more pressure on brands to cut costs but, all the while, still maintain sales growth.

Marketing is often the first area to take the hit, but the importance of an innovative and eye-catching display in creating sales cannot be underestimated.

In recent weeks, we have seen consumers flood supermarkets to stock up on household essentials from toilet paper to rice and pasta, so how can brands ensure that their product doesn’t get lost in all the chaos?

According to Gavin Bloor, managing director of Point of Sale (POS) display specialist Presfast, an off-location theatre with a competitive edge is key to disrupting the shopper on the path to purchase.

“Client research shows 53% of shoppers are likely to change their minds based on what they see in store, this underlies the influence of retail theatre,” Bloor said.

Presfast offers an end-to-end solution that encapsulates packaging, signage, in-store display and POS collateral. Through its portal system, clients can go online and create a campaign with instantaneous pricing, asset management, project management and distribution, all in one.

“Our portal option is a campaign builder, asset library and administration hub all in one application. The system drives up efficiency and cost reduction in terms of human resources, but also improves waste reduction by ensuring that clients aren’t over ordering,” Bloor said.

Over the years, Bloor has noticed that many businesses source materials directly from China to save costs, but it ends up costing more in the long run.

“I’ve seen warehouses chock a block full of packaging and corrugated displays, that were bought really cheaply from China, but they’re redundant because the brand has changed or there’s been an ownership change. There’s a horrible amount of wastage there.”

With China’s supply chain now fractured as a result of Coronavirus, brands are realising the importance of local partnerships.

“Consumers are becoming more and more sensitive to the appeal of Australian made products. They want to support local jobs.”

Now through the power of robotics and automation, Presfast has been able to reduce costs to match China. Wide format digital printing equipment is fed and unloaded by a robot, meaning very little human intervention is required.

“The advantage that China has over Australia, is simply that the labour costs are much lower. If you take the labour component out of the equation, we’re just as price effective as China. That’s what we’ve done with robotics and automation.”

Technology has also paved the way for better data insights and facilitates targeted advertising.

“That’s appealing to marketers because they’re able to now chase opportunities which what would not have been available in the past,” Bloor said.

With today’s increasingly demanding consumer seeking high quality, sustainable and aesthetically pleasing products, and private label products gaining momentum, brands are under more pressure than ever to stand out.

“With all these moving parts the need for a trusted advisor in the form of a direct manufacturing partnership with a complete integrated solution has never been greater,” Bloor said.

“We’re all about achieving phenomenal growth, phenomenal sales, which delivers millions of dollars to a prospective marketer.”

Presfast is a trusted advisor with 32 years’ experience, that offers an integrated solution for packaging, signage, instore display and POS collateral. To find out more about Presfast, click here.

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