- December 30, 2019
The most identifiable features of any product or brand placed on a shelf are its labelling, logo or even its design. This primary visual contact between the customer and the brand forms the first opportunity of any product to sell itself from the store shelf. Enticing customers to choose your product over the competitors can be a challenging process. However, the key is to crack the label look. As per popular surveys, it is believed that eighty-five percent of the customers say that product packaging plays a critical role in making their purchase decision. An effective label needs to be eye-catching and distinguishable from the labels of the other brands. It is only then that it can be utilized to its maximum for marketing purposes. Labels are one of the silent yet important marketing tools to influence the customer’s perception and delivering a sales pitch from the shelf.
Labelling and its importance
Labelling is the display of a label on a product that contains detailed information about the product and packaging. It may house other details such as warnings or any such thing relevant to the safety and shipping laws. Labelling of products can be done in different sizes, shapes, and materials. This has a key part as a point of sale display on the market shelves. Products with great marketing campaigns could also be overlooked by customers if the label doesn’t create an impact on stores.
A well-designed label enhances the brand’s image and helps create brand recognition. However, the label should be consistent with the story of the brand. The design, color, suitability, and make of the label plays a key role in the process of marketing. Labels communicate how to use, recycle and transport the product along with a lot of other transmission of information. Integral to the marketing process, labelling could also be used for security reasons to avoid the product from being misused. That is the reason why it is vital to have the logo or trademark of the company on the product’s label.
Types of labelling
Labels are a medium through which necessary messages are put across the customers. Amongst the various types of labelling, there are:
- Branded Product Labels
These labels help in the identification of a product and are essential in promoting the image of the brand. The two types of branded product labels are:
- Removable labels – adhere to the product until removed
- Non-removable labels – are permanent, difficult to remove and are resistant to several factors
Eco-labels are used to identify environment-friendly products highlighting a measurement of sustainability to make the customers more aware.
- Grade Labels
Grade labels are used to showcase the grade of a product as per its quality and features. These are often used for food category products.
- Descriptive Labels
Descriptive labels provide complete information on the product starting from the manufacturer to the ingredients to how the product is to be used. These labels are more informative and usually have all the data on the back of the product.
Different ways you could make labelling your sales pitch from the shelf
1. Offering something different and new
Concentrating on the presentation of the brand which includes its packaging and labelling is critical. A good amount of research and strategy to create a unique ‘wow’ factor for your label is what is required. Develop a unique selling proposition for your brand which reflects in your labelling.
2. Develop an uncommon story
A committed point of view along with a story should be told to the customers from a marketing perspective.
3. Add value to the brand
Creativity and uniqueness of a label add value to the product as well as the brand.
4. Conduct proper market research
Know and analyse your competitive landscape to be able to stand out from the rest. Understand the target market to which you are trying to pitch your product.
5. Always evolve with the trends
Incorporating changes as per the trends to your branding of the product would help you attract more and more customers, eventually making them purchase your product.
A Thoughtful Conclusion
Shelf talking is prime to effectively drive sales of the product. In this, labelling plays a significant role in creating the interest-grabbing effect giving the product an edge over thousands of similar products in the market.