Brand blocking can be the secret weapon that product marketing teams use to sell more products in retail.
Custom designed permanent retail point of sale displays for products in retail by Genesis Retail Displays pop manufacturer in Sydney aisle bay shelving

Brand Blocking to increase sales in retail stores

Brand blocking is one of the easiest ways to increase sales.

the IDEA behind brand blocking

Brand blocking isn’t really a new idea or unique concept as it has been used by brands for many years. Generally the retailers won’t give up their existing shelf space to enable a brand to dominate the space available in their stores. Although in some cases either the brand is a leader in the category or there is significant financial upside for the retailer to provide the space, typical on rental.

why is brand blocking effective?

Retail can be simple – stand out and you can win. These days a lot of shoppers are undecided about what they are going to buy, so the last three feet of the sale is influenced by the point of sale they see in store. So if your packaging is boring or the category is super crowded then most people will gravitate to the brands they know or what’s on special.

So having a brand block can help you stand out visually in a busy retail environment to get that initial consideration from shoppers. If that space is then interactive you have an even greater chance of converting shoppers to buyers.

WHERE CAN YOU BRAND BLOCK?

You can create brand blocks anywhere really. It can be a gondola, aisle bay, end cap or even a wall shelf area. Every retail space can be broken into an area that is dedicated to your particular brand. In the example above we created a modular system that could be applied to retail shelves for Logitech to help present their range of keyboards and mice.

This design was used across Asia Pacific for small, medium and large stores to planogram their range and achieve bold brand blocking in store. The work co-incided with the introduction of their new brand identity.

CAN A BRAND BLOCK BE INTERACTIVE?

A brand block doesn’t have to be a static display with colouring. You can turn it into an interactive space where people can touch, feel, listen or try out your products. We are experts at creating interactive display solutions for retail stores. 

WHAT ELSE CAN YOU USE BRAND BLOCKING FOR?

When you control the shelf area it means you can also dictate a higher % of what is done in the space. So in the example above Logitech took the opportunity to introduce upsell cards for each product. They created a simple system that helped consumer self select the right product from their extensive range.

So, not only did Logitech attract more attention to their brand, they made it easier for consumers to self select and buy. This increased sales, share of shelf, lifted ASP’s and reduced the pressure on store staff.

TO SUMMARISE

  • Brand blocking can help increase sales.
     
  • Conversion rates are increased through better shelf presentation.
 
  • Self selection and up selling can be made easier.

 

We have created a number of brand blocking programs for brands with cardboard, semi-permanent or permanent displays that were designed for different retail environments. Brand blocks can be static display areas or be made interactive to let people touch, feel and try products.

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Andrew Mansfield

Andrew Mansfield

Andrew Mansfield is Director of Genesis Retail Displays and helps his clients maximise shopper engagement and sales using custom designed point of sale displays.

Andrew is a qualified Industrial Designer with 20+ years of industry experience who can provide valuable insights to maximise the effectiveness of POS display design and manufacturing. Based in Australia his prudent advice has helped many brands avoid the numerous and varied pitfalls that can compromise POS display projects.

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