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Packaging – as the final influence in the
buying process – is prime space for an
education-based sell. When US food
manufacturer Tanimura & Antle launched
its Get in Shape promotion, it embedded
its packaging with QR codes that released
seasonal recipes (plus shopping lists),
nutritionally balanced meal ideas and healthy
living tips – resulting in a significant increase
in sales.
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Multinational technology company IBM is
currently developing an augmented reality-
based app for use in supermarkets that
promises to deliver on-shelf hover-overs
educating shoppers with extra info including
price, ingredients, health information and
consumer review ratings.
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Launched in late 2012, Mistral Wine in
Brazil, designed by Brazilian agency Studio
Arthur Casas, has enhanced the shopping
experience with a touchscreen table
displaying information including ingredients
lists and interviews with wine makers.
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Concepts that allow consumers to experiment
and educate themselves on their own
terms are also valuable. In January 2013,
French beauty brand Sephora opened a
Shanghai store, tapping into a growing but
inexperienced market (fragrances and colour
cosmetics were banned in large parts of China
for much of the 20th century). Key areas have
been dedicated to educating local consumers
about product. Fragrance, for example, is
introduced via an iPad kiosk. Customers
interface with an app that collates answers
to questions about their preferred scents,
personality and style – resulting in a handful
of suggestions.
Educate at Point of Sale
Educating consumers regarding a product’s
provenance, benefits or unique properties can add
shine – and even justify costs – as long as shoppers
appreciate the relevance of the information.
Speaking at The Art of Digital retail, marketing
and digital AV showcase in London in March, William
Woodhams, board director at Mission PR, said:
“Insights work well, but only when accompanied by
the product so the connection is clear. Curation is
generally viewed as a good thing, as long as you can
explain why you’ve made that choice.”
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British designer Lee Broom turned his London
studio into the Crystal Bulb Shop during
London Design Week in September 2012 to
launch his new bulb design. A video showing
their manufacture in Britain’s sole-remaining
crystal workshop in northern England was
shown at the centre of the shop – adding
value by emphasising the unique artistry and
heritage of the bulbs.
Mistral Wine info
table, Sao Paulo
©Mistral Wine
“Insights work well, but only when accompanied by
the product so the connection is clear. Curation is
generally viewed as a good thing, as long as you can
explain why you’ve made that choice.”
William Woodham, board director at Mission PR
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Case Studies/Drivers/Influencers
Edutainment Retailing