Impactvisualcuesinpharmacy
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&
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HOW VISUAL CUES
ON PACKAGING & IN-STORE COMMUNICATION
IN PHARMACIES
CAN IMPACT CONSUMER BEHAVIOR
WIM HAMAEKERS – MANAGING PARTNER ROGIL
NIKE STELLAMANS – GENERAL MANAGER BRANDIMAGE BRUSSELS
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PEOPLE MAKE CHOICES RATHER
UNCONSCIOUSLY THAN CONSCIOUSLY1
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8.000 SKU‟S
3-5 MIN AVERAGE SHOPPING TRIP
THEORETICAL CHANCE TO BE NOTICED:0,04 SECONDS
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IT‟S ALL ABOUT EMOTIONS AND SENSORY EXPERIENCES
REFLECTION
CONSCIOUS
PROVIDE REASONING
BASIC FEELINGS
FIGHT OR FLIGHT
UNCONSCIOUS
BEHAVIOURAL
TAKE/ADAPT ACTION
UNCONSCIOUS
OLDEST BRAINVISUAL SENSORIAL
NEO CORTEXRATIONALLIMBIC SYSTEM
EMOTIONAL
Source : Dan Hill - Emotionomics
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MIX CONVENTIONAL METHODS
WITH EYE-TRACKING2
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SENS PACK METHOD
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SENS PACK MODEL
SHOP
SIMULATION
VERBAL
EVALUATION
EMOTION
TRACKING
EYE
TRACKING
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A PATIENT = A CONSUMER = A SHOPPER?3
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70%
A PATIENT = A CONSUMER = A SHOPPER?
Of the decisions in retail
are taken in point of sale
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?%
WHAT ABOUT DECISIONS TAKEN IN A PHARMACY?
Consumers like freedom
They like to take decisions
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WHEN THE MARKET FOR OTC WILL BE OPEN
60%
WOULD BUY
OTC PRODUCTS
IN SUPERMARKET
58%
WOULD CONSIDER
THE SUPERMARKET
AS PREFERRED CHANNEL
63%
THINKS THE PRICE
WILL BE CHEAPER
IN THE SUPERMARKET
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85%
Need
professional
advice
pharmacist
PHARMACIST STAYS IMPORTANT BUT….ATTITUDE WHEN BUYING MEDICATION
64%
Decide myself
which brand I
buy
57%
Always buy
the same
brand
45%
Sometimes
change
brands
24%
Always ask
for cheapest
medication
56%
Always buy
what
pharmacist
advices me
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THE MARKET IS SEGMENTED
33%
PHARMACIST
FOLLOWER
20%
BRAND
SWITCHER
47%
BRAND
LOYALS
WANTS ADVICE
PHARMACIST & FOLLOW
THIS IN PURCHASE
(36 YO, 52% WOULD BUY
IN SUPER MARKET)
DECIDES RATHER
WITHOUT ADVICE &
SWITCHES BRAND –
PRICE PLAYS A ROLE
(45 YO, 67% WOULD BUY
IN SUPERMARKET)
LOYAL TO THE BRAND
BUT SAY THE RATHER
LIKE TAKING THE
DECISION THEMSELVES
(41 YO, 63% WOULD BUY
IN SUPERMARKET)
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HOW TO SEDUCE THE PATIENT,
THE CONSUMER, THE SHOPPER?4
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THE PACKAGING IS A KEY ELEMENT IN THE MIX
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5% 6%
4% 25%
11% 38%
10% 3%
4% 19%
6% 6% 8% 39%
4% 0%3% 19% 4% 0%
Share of Attention
Recall
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NAME AND VISUAL CUES HELP TO QUICKLY COMMUNICATE THE MAIN MESSAGE
Recall Purpose is clear Pack incites to buy
35% 34% 42%
22% 81% 76%
16% 0% 14%
12% 42% 18%
15% 92% 68%
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BE SEEN#1
PACKAGING DESIGN TAKE AWAYS
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PACKAGING DESIGN TAKE AWAYSONE: BE SEEN
CREATE STOPPING POWER: GAIN ATTENTION
Strong branding & brand identity
Colour blocking / contrasts
Impactful visual cues
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ATTRACTIVE PACK = EFFECTIVE MEDICINE?THROAT
Clear benefit Performant Incites to buyAttractive
81% 73% 76%72%
39% 18% 18%24%
58% 27% 19%23%
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ATTRACTIVE PACK = EFFECTIVE MEDICINE?SKIN CARE
Clear benefit Performant Incites to buyAttractive
94% 72% 87%80%
11% 8% 22%33%
57% 39% 59%39%
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PACKAGING DESIGN TAKE AWAYS
BE REMEMBERED#2
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PACKAGING DESIGN TAKE AWAYS#2: BE REMEMBERED
HAVE A CLEAR BRAND POSITIONING
BE OWNABLE THROUGH IMPLICIT & EXPLICIT VISUAL CUES
CAPTURE THE MIND & THE HEART !
Target audience
Compelling benefit
Reason-to-believe
LIMIT THE NUMBER OF ELEMENTS ON PACK
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PACK DESIGN AND VISUAL CUES IMPORTANT IMPACT ON PACK HIERARCHY
1.
BRAND
2.
CITRON
3.SORE
THROAT
1.„CITRON‟
2.
BRAND
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PACK DESIGN AND VISUAL CUES IMPORTANT IMPACT ON PACK HIERARCHY
vs.
1.
BRAND
3.KNIE-
BAND
1.VISUAL
2.
BRAND
2.
VISUAL
1.
BRAND
1.
KNIE-
BAND
1.
VISUAL
1.
BACK-
GROUND
2.
VISUAL
2.
BRAND
2.KNIE-
BAND
2.BACK-
GROUND
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THE NOTICE
“ONGELOOFLIJK, DAT
BESTAAT AL JAAR EN
DAG OP DEZELFDE
ONLEESBARE MANIER.
GEWOON NIET AAN UIT
TE KUNNEN”
“ONHANTEERBAAR. JE MOET
ECHT ZOEKEN ZOEKEN
ZOEKEN….VOOR JE ER IETS IN
TERUGVINDT. HET BEGINT AL
BIJ DE TAALROL, TJA
ONDUIDELIJK.
EN WAT JE ZOEKT STAAT ER
MEESTAL NIET IN OF VIND IK NIET
TERUG”
“TE MOEILIJK TAALGEBRUIK –IS
NAAR ARTSEN GERICHT.
WAARSCHIJNLIJK BEGRIJPEN
VEEL PATIENTEN DIT
NIET…ANAFYLACTISCHE
REACTIES??? TEKST IS NIET TO
THE POINT, LANGE TEKSTEN EN
TOCH WEINIG NUTTIGE INFO”
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THE NOTICE
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PACKAGING DESIGN TAKE AWAYS
BE RELEVANT#3
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PACKAGING DESIGN TAKE AWAYS#3: BE RELEVANT
BE COSTUMER FOCUSED: WHAT‟S IN IT FOR ME?
Less is more
A clear communication hierarchy
Relevant information
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PACKAGING DESIGN TAKE AWAYS
BE CONSISTENT#4
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PACKAGING DESIGN TAKE AWAYS#4: BE CONSISTENT
… THROUGH ALL EXPRESSIONS OF YOUR BRAND360°
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OVERLOAD OF CHOICES KILLS
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CATMAN IS NEEDED TO FACILITATE DECISIONS
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The different
categories are
easy to distinguish
29%
89%
There is enough
choice of
products
73%
91%
The available
offer is well-
organized/clear
43%
89%
41%
In this shelf I
can easily find
what I need
88%
“Unstructured”
shelf
“Structured” shelfShelf with catman
CATMAN IN SHELF PERFORMS BESTSHELF EVALUATION
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SHELF PREFERENCEREGARDING EASINESS OF DECISIONS
Prefer a shelf with clear
categorization99%
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WHIT CATMAN PEOPLE BUY MORE PRODUCTS AND FIND PRODUCT MORE EASILYLess time needed to find the product in shelf – less brands looked at but more relevant brands LOOKED AT. Consumers looked at
the signage to search for the needed product - More different brands are bought when category management involved.
LOOKING FOR THROAT MEDICATIONCATEGORY MANAGEMENT UNSTRUCTURED SHELF
TIM
E
AVERAGE TIME NEEDED TO
FIND THE MEDICATION5,45 sec *8,84 sec
AVERAGE TIME NEEDED TO
FIXATE ON THE CATEGORY THROAT*2,43 sec 3,83 sec
BU
YIN
G P
RO
CE
SS
NUMBER OF BRANDS LOOKED
(TOTAL SHELF)6% 10%
DIFFERENT PRODUCTS BOUGHT
(IN TOTAL 13 SKU‟S AVAILABLE)8 3
SHARE OF ATTENTION
OROFAR 8% 8%
STREPSILS 6% *10%
MUCCOANGINE *5% 1%
OTHER BRANDS *10% 8%
„USED‟ (LOOKED AT) SIGNAGE TO
SEARCH AND BUY 59%
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CATEGORY MANAGEMENT
ENDUCES consumers to discover more products1
2 Shopping experience will be ENHANCED
3 FINDABILITY will increase
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BUT MAKE IT PROMINENT – CLEAR AND SIMPLE
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USE POS TO SUPPORT BRAND ESSENCE
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“DISPLAYS DOEN
KOPEN, MÀÀR HET IS
ESSENTIEEL OM ER DE
JUISTE PRODUCTEN
TENTOON TE STELLEN.
IN EEN BAKKERIJ ZET
MEN NU EENMAAL HET
GEWONE BRUINE
BROOD OOK NIET IN DE
VITRINE.”
“HET MAG OOK NIET TE
ROMMELIG WORDEN.
DAT ZOU DE RUST
DOORBREKEN.
DISPLAYS MOETEN
WAT MIJ BETREFT OOK
IN DE NABIJHEID VAN
HET PRODUCT IN HET
SCHAP STAAN ANDERS
STOORT HET ENORM”
“VAAK STAAN ER
DISPLAYS MAAR
STAAN ER GEEN
PRODUCTEN MEER
OP OF ONTBREKEN
VARIANTEN, DAT
ZOU TOCH NIET
MOGEN….‟
“IN DEZE
APOTHEEK STAAN
ER TEVEEL
DISPLAYS EN
POSTERS. HET IS
DRUK, OOGT NIET
ORDELIJK”
“HOE MEER IK
VRIJ KAN
RONDLOPEN,
HOE MEER IK
ZAL KOPEN!"
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1 Displays out of the context have LESS IMPACT(eg trash bin with pub, display toothpaste next to body care).
2POS materials which are an EXTENSION of the
product in the shelf work visually very good.
These products take the attention very well.
3POS materials are not always seen as an
ENHANCER of shopping experience in the
pharmacy.
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2 Visual cues can IMPACT behaviour!
1 Patients act rather UNCONSCIOUSLY and emotionally
4 CATEGORY MANAGEMENT helps! Consumers need to be guided in the
overload of choice and visual cues.
5 Clarity of communication and visual cues can ENHANCE processing the info in
the brain.
LEARNINGS FOR THE PHARMA SECTOR
3 Your pack must: be SEEN + be REMEMBERED + be OWNABLE
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@WIM_ROGIL
+32 498 46 06 72
@BrandimageBE
+32 2 215 34 00 // +32 478 33 84 31