Look at that face!

October 16, 2015By Behind the Shelf Blog, Brand Marketing

by Dave Wendland From a shopper’s point of view, a product is never seen alone and never in great detail. Given their distance from shelves and the fact that products are arranged in straight rows, it creates a blur of similar-looking shapes, sizes, colors, and products. It’s not until a product grabs a shopper’s attention that … Read More

Standing out in seconds

September 25, 2015By Behind the Shelf Blog, Brand Marketing

by Dave Wendland Three to six seconds. That’s the time a typical consumer takes at shelf to locate a product. This inexplicably short amount of time poses a serious conundrum for both the retailer and the manufacturer. Why? Because the consumer is controlling the outcome. That said I believe there are four critical package elements … Read More

New package? New planogram

August 20, 2015By Behind the Shelf Blog, Brand Marketing

by Julie Bonnell They say a picture is worth a thousand words…And a planogram is worth far more in sharing a vision of increased opportunity in a category. When should you consider a planogram? New product introductions are obvious but also consider using planograms when making packaging changes. Seeing how your new packaging concept will … Read More

Making Seven Seconds Count

April 10, 2015By Behind the Shelf Blog, Brand Marketing

by Dave Wendland Seven seconds – that’s how much time shoppers generally spend at shelf “searching” for an item to purchase. Let’s put this into perspective: it takes food only seven seconds to go from the mouth to the stomach via the esophagus; a Ferrari can accelerate from zero to one hundred miles per hour within four seconds; … Read More

Product Packaging Involves More Than Meets the Eye

May 5, 2014By Brand Marketing, Views

by Dave Wendland for Chain Drug Review April 18, 2014 In a multipart series during 2014 our team will examine key product attributes and marketing tactics from two different perspectives — the consumer/shopper and the retail buyer. Our hope is that retail and wholesale buyers and product manufacturers will benefit from an objective picture of … Read More