“Oh no, we forgot to design the fixture and now our packaging looks like an ironic joke.”

No amount of packaging design will convey the desired message if the fixture looks bad. Avoid this problem by thinking about EVERYTHING that the shopper can see when they encounter your brand. The more exaggerated your packaging and branding, the more this applies. Small retailers, in particular, really need your help. Help them to make your brand look better. Don’t just say ‘wow’ on pack and hope for the best.

Image: I took this photo in Malaysia. It’s not the retailer’s fault that the setting doesn’t look great, he’s doing his best. A nice fixture would have helped.

You can read more about shopper engagement and marketing in the book “Using Semiotics in Retail”, voted Best Book on Sales & Marketing, Business Book Awards, 2023.

“Using Semiotics in Retail” was substantially encouraged and endorsed by my friends at Unilever The sales uplift generated by Unilever’s in-house shopper marketing app “easily more or less doubled” thanks to #semiotics by Rachel Lawes, said Keith Sleight at the trade show Retail Week Live in London (2022).

#design #fixtures #packaging #retail #shoppermarketing #shopperinsights #sales #marketing #profits  Keith Sleight Vanina Ivanova Kelly Millen Trish Rajo Brea Patricia Rotaeche James Passanha Adriaan Bosman Sabrina Kazmi Willeke Brokking Verena Schrama Bindu Sudra Gareth Townsend Leticia Charraga Rosa Souza Lima Olga Giannoudi Liezel Slatter Gareth Lloyd Joe Moran

Kogan Page, Market Research Society (MRS), Lawes Consulting Ltd, Dr Rachel Lawes, Joe Lawes