Retail Stories - Autumn Issue
A collection of tiny stories to fuel your Category Development
As Category Mangers in FMCG, we should see stories everywhere. Sometimes you don’t have time to step outside of your category. Looking at other categories provides essential fuel for new category thinking.
At Collective Stories, we encourage the use of stories collected from all retail and the world around us. Becoming a collection of stories will make your initiatives richer, more focused and let’s face it more interesting. Linking stories to data provides ultra rich & insightful category development.
We would love to see your FMCG stories, tag us in or drop us a line to be included in our next edition.
Bayer Medicine Cabinet
(The Range)
This free standing display unit in the queue aisle at the Range (Birstall, Leeds) is a ‘mock’ medicine cabinet featuring a bathroom shelf and mock wall tiling effect for extra authenticity.
Key callouts;
Encourages multiple cross condition/remedy purchase
Reminds consumers of the importance of the medicine cabinet to the FAMILY and encourages stocking up behaviour
Highly shoppable… In a hurry. Key brand call outs are clear and really well executed.
Simply, really fun and a bit different when we are faced with cookie cutter FSDU behaviour in many retailers.
Maybe;
The pricing could be larger, more easily seen.
Compeed Fixture Shrouding
(Boots)
This shrouding applied over an end in Boots is all about range navigation and an attempt at differentiating the products within the range.
Key callouts;
Eye catching and informative
Love the use of ‘in use’ images/photographs. As humans, we love to be shown real life product information. Hydrocolloid technology has been around for many years but there is little category appreciation of its amazing benefits.
Cross category promotion of cold sore line, which is the same technology, just range extended. Encourages shoppers to cross purchase.
Maybe;
Bullet points? Helping customers to navigate the range is a clear objective, could the bullet points and general text have been displayed in a more exciting fashion?
Add a QR code
“Keeps you on track?” Is this aimed at sports people? Is there a more mass call to action/benefit led solution for this brand?
Zoflora Display Unit
(Boots, White Rose, Leeds - September)
Zoflora easy pick up free standing display unit in Boots. So much to love with this initiative. Zoflora is the original dilutable disinfectant, flagging this to shoppers with the empty spray bottle is a stroke of genius.
Key callouts;
Blocking! So eye catching
Brand call outs. Clear, strong and focussed
Zoflora in Boots, yes! The anti-bac credentials are clear, the easy ‘pick up’ aspect of the product is clear. “I didn’t expect to see this but i will buy it because I am here and I will be rewarded with points.”
Maybe;
The big white space at the top of the unit could have been filled with a QR code or call to action, branding. This is something we see a lot in Boots so perhaps it is about reducing noise in store.
The refillable initiative could have been highlighted further. This is such a great concept, some noise is needed.
Zoflora Display Unit
(Boots, Trafford Centre, Manchester - October)
The Zoflora unit is back and it is slightly different in that the white space at the top of the unit has been filled with an image and a ‘NEW’ flash. No mention of the sustainability opportunity.
Maybe;
The new unit is quite busy.
The move to fill the white space features a great ‘NEW’ flash but wider messaging opportunities have been missed. We really hope to see this unit again!
Ikea QR Code Trail Competition
(IKEA, Leeds - September)
‘Boost your battery. Follow the clues to find our home life energy boosting products. Each product has the ability to give your everyday a boost and help reenergise your home.’
Key callouts;
Very simply, making a trip to Ikea more fun and bringing back the in-store experience, moving from ‘dash and grab’ behaviour seen during the height of the pandemic.
Kids are back to school, more time to browse and engage, we haven’t done this for a while have we.
Recognising that this has been a hard time for customers, a recharge might be needed.
Positive, fun, aspirational.
Making time in store matter.
Kind Protein Bars
(Sainsburys Convenience, Leeds Centre)
A cardboard clip strip seen throughout Boots and Sainsburys. Hung near checkouts and confec. Very well executed. Pick up opportunity.
Key callouts;
Cuts through the clip strip noise
Easy to shop
Clear branding
Clear pricing
Ted Baker Street Party Sessions
(Leeds Centre)
QR codes in store windows directing shoppers to Ted Baker Street Party Sessions.
‘Live music and festivals were gone for too long, so we’re bringing music to the people in our own way. Consider this your official VIP invitation to Ted Baker’s Street Party Sessions – a virtual extravaganza celebrating the best of British musicians and the industry that supports them.’
Key callouts;
Socially driven & connected
Curated Ted Baker collections inspired by Ted Baker Street Party Sessions
Interesting, interactive, vibrant and ALIVE
The power of QR codes!
The reimagining of QR codes!
QR codes in our daily lives, navigating the social world!
Maybe;
We still need a little bit of explanation about what exactly the Street Party sessions are (actually on the sticker displays).
Mystery is intriguing and super cool but a bit more info at point of QR scan would attract attention and boost numbers.
Boots Constipation Mid Gondola
Boots led activity driving an education piece around responsible management of constipation.
Key callouts;
A responsible and caring approach to a problem faced by many who naturally look to Boots for expert advice.
The advice comes from Boots, not brands.
1,2,3 step advice is clearly and sensitively executed.
Branded POS to support really helps consumers to navigate the category.
Kiehls Family Rewards
(Leeds Centre)
Large and vibrant digital window display in store showcasing new hero products (in this case retinol) and the loyalty/reward opportunity.
Key callouts;
QR code takes you directly to a website detailing the benefits of joining Kiehls family rewards, clearly describes levels of loyalty rewards available.
QR code use by skincare brands is significant.
Scientifically inspired skincare consumers invest time in the information behind the formulation and the brand.
Kiehls have combined the use of QR codes with loyalty.
La Roche Posey
(Boots, Leeds at fixture skin analysis)
QR code on fixture takes users to a you tube video which explains more about this technology. Described by La Roche Posey as ‘ the most accurate skin analyser developed with dermatologists for blemish prone skin’. Users are required to upload three selfies which are then analysed and finally product recommendations are made.
Key callouts;
Diagnosis and engagement at fixture.
Smaller on shelf range with link to online larger range (on some plans).
Sensitive handling of a sensitive product.
Great gen z targeting.
Maybe;
As we move towards more mobile driven health solutions, there are opportunities to use similar tech across other categories;
Haircare (colour advice)
Household (stain advice)
BWS (wine pairing advice)
McKickz
(Leeds - Kickz You Wont Find At Your “Local Retailer”)
The UK’s no. 1 agent for limited kickz opened in Leeds in April 2021. So cool and exclusive that you can’t wander in off the street you have to book an appointment.
Key callouts;
Intriguing
Experiential
Exclusive
Wilko Student Event
(Leeds)
Wilko student event took place alongside Halloween and a smattering of Christmas stock. Student events are key to engaging with this group of shoppers at this key time. Wilko did not disappoint.
Key callouts;
Clear calls to action. Excellent in store signposting for students who are new to the area or might not have shopped homeware before. ‘Uni shop this way’
Positive and emotive language used. ‘Make it a great start’, ‘Getting the most from student life’ & ‘Make it feel like home’
Supported by https://www.wilko.com/en-uk/back-to-college
Boots Sustainable Parenting Bay
(Leeds)
A collated range of sustainable parenting products combined with QR code linking parents to further online advice.
Key callouts;
Simply collated, highly navigable
Informative and sincere
Supportive tone of voice
John Lewis
(Victoria Gate, Leeds)
Key callouts;
QR code highlighting ‘New Collection’ in store window.
An opportunity to highlight newness and drive shoppers online for a wider range.
Lee Kum Kee
(Sing Kee Oriental Supermarket, Leeds)
A branded free standing display unit at the front of the store.
Key callouts;
Simple
Strong branding
Linked and collated products
Dual language
Socially connected
Premium
New Look: Reviving, Reconnecting and Rejoicing
(White Rose, Leeds)
An early start for New Look Christmas. Online and in store focus.
Key callouts;
Joyful
Bright
Positive
Socially connected (one to watch)
Maybe;
Visibility was affected by the foil behind the lettering.
A brighter but more solid attempt might have been more visually engaging.
Asda Extra Special
(Morley, Leeds - Collated Table Display)
Front of store table style display featuring Asda Extra Special selected products with clear brand call outs. Quality & deliciousness guaranteed.
Key callouts;
One level, table display, super easy to showcase and shop.
Very easy pick up.
Collated & special.
Felt like M&S.
Highly shoppable.
Interrupts shoppers opportunity and allows shoppers to mentally ‘tier’ the products.
Affirmative and authoritative, Asda guarantee that these products are special and delicious.
Maybe;
Key messages are below eyeline
Call to Action is too close to the floor
Add a QR Scan
No.7
(Leeds - The Ingredients Edit)
The biggest trend or movement in skincare gets the No.7 treatment. At the bottom of the escalator in a high traffic area.
Key callouts;
Simple.
Premium.
Informative.
Clear story, clear segmentation.
Customers wouldn’t feel too intimidated to engage with this well executed display.
Cross purchase, ingredient led skincare made easy.
Maybe;
A QR code might drive wider purchase online and drive education opportunities.
Better highlighting of the 3 for 2 offer would help drive multiple purchase, isn’t this what ingredient led skincare is about?
H&M
(Leeds - ‘Designed by’)
Humans love stories because they are easily relatable. Seeing the designers behind our clothes highlights H&M’s commitment to making quality clothes and avoidance of potentially fast fashion behaviour of their competitors. This window display was engaging and informative. The designers sense of both pride and joy at bringing their designs to life and the feelings that this might inspire in wearers shines through.
Key callouts;
Positive
Clear
Joyful
Caring
Maybe;
A sustainable perspective would have been interesting here. An opportunity to reinforce the great work done by H&M in this area.
Primark
(Leeds - Hosted ‘Love your clothes’)
Primark have confirmed their commitment to WRAP by partnering with ‘Love your clothes’ to host workshops to create ‘Habits for Life’ and reduce the impact of our clothes on the environment by loving them for longer and keeping them out of the bin.
Key callouts;
FREE to attend
Practical Skills
Lots of small actions leads to big change.
Selfridges Manchester
(Curated by Poggy)
Presenting JIMMY CHOO / ERIC HAZE CURATED BY POGGY. The new collaboration fuses high fashion and street culture, unifying Eric Haze’s urban expression with Jimmy Choo’s timeless glamour across pumps, handbags and trainers.
Key callouts;
Eye catching
Mysterious, if you know, you know
Premium positioning
Selfridges Manchester
(Hunter Boots & Peppa Pig)
Every season Hunter Boots revisit their camo-print, this time taking cues from everyone’s favourite famous little piggy, transporting the splat marks of Peppa’s rain splashes into a punchy camouflage print.
Key callouts;
Limited-edition collection
Playful palette
Complement Hunter’s Kids collection
Premiering Peppa Wellies
Boots
(Sustainable Toiletries display)
Collated for shoppers searching for real sustainable personal care solutions. This collection also appeals to those shoppers just starting out on their journey in this area, the collated collection is informative and clearly executed.
Key callouts;
Collated collection is informative and clearly executed.
Key sustainability call outs.
QR code.
Very Shoppable.
Creating a destination and a store within a store feel.
Boots, Trafford Centre
(Avène Freestanding Display Unit)
Key callouts;
Well thought out to really drive 3 for 2 message, yet maintaine Premium French Pharmaceutical feel.
Use of curves and trays within the unit also drives the Premium Feel.
John Lewis, Trafford Centre
(Christmas Emporium)
We don’t want to give too much away here, you will have to wait for our bumper Christmas edition of Retail Stories. This item was at the front of the Trafford Centre store.
Key callouts;
Clever co-branding.
Quality street initiative engenders a workshop, emporium feel
Simple, well considered, well executed.
Category Management is about Storytelling with an edge.
Do you need help with your category management / development?
We collect FMCG stories constantly and drop into most grocery and high street categories as needed. If you need help with your FMCG category development, let’s start a conversation, we offer bolt on category development resource when you need it most.
