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New global brand trends, marketing trends, consumer trends, for 2011

 

Shop Wax

The essential product is one that makes the store more attractive and interesting. The product becomes a part of its interior design.

New marketing and brand trends to inspire your brand strategy for 2011.
This trend lies at the convergence of four of the 10 trends not to be missed:
WOMANITY,  SITUATION =EXPERIENCE, MESSENGER PACKAGING, NEWSPECIES

10 years ago, in the convenience stores, the supplier who wanted to enter had to make an offer to flatter the ego of the merchant. Bring him a higher status with the Premium or Deluxe, strengthen his professional image with technical products and grant exclusive products to make him feel unique.

Today when the competition increased, where sales are difficult, the ego of the storekeeper is much less important than the attractiveness of his store as a key lever to develop its turnover.

Each brand must now contribute to the store more interesting and attractive.
The product becomes a part of interior design.

Following these three steps.

The product that brightens up the store
Merchandising that creates the atmosphere
A mini concept store in store.



THE PRODUCT THAT BRIGHTENS UP THE STORE          

Product is decorative value of the shop

Their design will mimic a bouquet of flowers, a fruit cup.
Have a look on yoghurts for children Frisk Packaging, on Yes To Carrots, Lov Organic and Footwear Melissa.                                                                                            

Their shapes will evoke an objet d’art, a holiday souvenir, a travel, a trophy or a birthday gift...
The shop walls are lit up. It was lovely. And the customer comes back.

 

The products refer to your experiences

The allusion to your student’s Vespa, when your first female conquests.
Coffee pods Sesto Senso with illustrations funny Italian waiters, fruit juices with cartoons of the Beatles. Milk packs showing country lifestyles.
The drink Manifesto of the rebel in you.
They have a strong visual impact by the strength of their colors or their difference of tone and style.

 

Minimize the logo of the brand, maximizing its recognition by the color

There are products whose color is enough to make the identity. An exciting exercise conducted by the agency Grey in Malaysia.
It tends to "clean up" the product to release only pure pleasure.

Let us imagine a shelf space on this model. Would not it be really joyful?

MERCHANDISING THAT CREATES THE ATMOSPHERE
 

Hyper animation of the store becomes the rule.
Brand will consider an imaginative merchandising with creative themes and design.  Today conceived especially for promotions, tomorrow just to give life to its shelf.


For example extrapolate these ideas (inexpensive) of Paagman Bookstore, Munkii and Danygilles.

How to animate an array of carrots, peas or bananas?
For example with these labels by Benhuttly  to replant because they contain seeds. An idea already developed on Cargo lipstick pack.
These small and funny labels on bananas Chiquita stemming from the crowdsourcing with the consumer.

Given the growing importance of interactivity in shop and immediate availability requirement (Gen Y),
why not a terminal Kodak printing photos connected to Facebook,
why not one of these vending machines Utiqueshop next generation so playful and elegant.
 

A MINI CONCEPT STORE IN STORE

The huge success of Kérastase among hairdressers relied on furniture marked “Institut Kérastase”.
What is is enough to transform an ordinary space into beauty Institute and create a new source of business for the hairdresser.

A visit to Whole Foods stores or at the Grande Epicerie de Paris will inspire a lot of ideas for all kinds of stores.

Carrefour, the second global chain of hypermarkets created the event in 2010 with a new store concept. Carrefour is giving the management of spaces to brands for certain categories, following the model of department stores. A revolution must think!

CONCLUSION

The store could become tomorrow the weakest link in brand relationship with the consumer: the one link that the brand does not control.

A brand new role is now to defend and embellish the attractiveness of the store. Help it resist all the alternatives available to the consumer.

This may involve,- a redesign of product lines such as breaking the repetition codes and styles.       
  Variety of colors, styles, colors, materials.
- new merchandising strategies with ambitious systems, interactive, personalized.
- services, assistance agreements with the store to lead to win-win solutions.

If 2010 was the year of the iPhone apps and of Facebook, 2011 should see the year of brain storming about the store.


The trend-strategy annual report delivers clear recommendations, illustrated by examples and pictures, immediately actionable for all brands.

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