Winning in Trade Channels: Driving Awareness with Customised Branded Merchandise in Supermarkets
In the intricate dance of trade channel marketing, standing out is not just an advantage; it’s a necessity. Customised branded merchandise, especially when featuring licensed characters, offers marketers an unparalleled opportunity to capture attention, foster loyalty, and uniquely position their brand.
Understanding Branded Merchandise
Branded merchandise consists of items that carry a brand’s signature elements—logos, slogans, and unique designs. In trade channels, these items are more than just giveaways; they’re strategic tools that elevate brand visibility, enhance product appeal, and deepen connections with retailers and consumers alike.
Kirin Ichiban Aluminium Colour Changing Cups (read more)
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How Branded Merchandise can help to Win in Trade Channels?
Sources from: Instore shoppers evaluation report by Acorn Marketing & Research Consultants
The supermarket landscape is fiercely competitive, hosting over 300,000 SKUs. Standing out in such an environment is paramount to capture consumer attention quickly. According to the “Instore Shoppers Evaluation Report” by Acorn Marketing & Research Consultants, 92% of shoppers seek promotions and freebies, with 99% of FMCG learning occurring in the supermarket. This presents a ripe opportunity for marketers to utilise branded merchandise in gift-with-purchase campaigns, encouraging shoppers to choose their products over competitors.
Case Study: HUGGIES Pineapple 2-in-1 Convertible Bag Gift-With-Purchase Campaign
In December 2023, Huggies launched a Gift-With-Purchase (GWP) promotion in Singapore, offering a creatively designed pineapple 2-in-1 convertible bag. Positioned on the gondola end, a prime supermarket touchpoint, the actual pineapple bag installation captured attention from afar, embodying the trade channel strategy’s core objective: Get noticed.
The POSM’s prominent “Free” signage further attracted promo-seeking shoppers. This custom GWP, designed for the Chinese New Year period, leveraged the pineapple’s auspicious symbolism in Chinese culture, appealing directly to the target demographic. The bag’s dual functionality as a plush toy and bag made it an irresistible draw, particularly for families celebrating the CNY holiday.
Results: The pineapple bags were fully redeemed, demonstrating the campaign’s success in meeting its marketing objectives.
Extra Tip: Leverage Licensed Characters in Branded Merchandise
Incorporating licensed characters into branded merchandise adds a layer of emotional connection and appeal, especially for brands targeting demographics fond of specific characters or franchises. This strategy can dramatically enhance the memorability of merchandise and deepen consumer brand identification.
Evian X Snoopy Merchandise Collection (read more)
Conclusion
Customised branded merchandise stands as a powerful asset in trade channel strategy arsenals. By meeting consumer demands for personalization and connecting with favorite characters, brands can ensure their merchandise is not only valued but also solidifies their market presence. The blend of creativity and strategic insight opens endless possibilities for success in trade channels.
