How visual cues on packaging and in-store communication in pharmacies can impact consumer behavior and boost your sales! Insights from a pioneering study by Rogil and Brandimage Brussels: eyetracking research in the pharmacy and expert views on OTC packaging design inspired by FMCG rules of thumb. VIEW THE MOVIES ON http://prezi.com/lparzcjk2iab/rogil-impulse-movies/

1. &

2. HOW VISUAL CUES
ON PACKAGING & IN-STORE COMMUNICATION
IN PHARMACIES
CAN IMPACT CONSUMER BEHAVIOR
WIM HAMAEKERS – MANAGING PARTNER ROGIL
NIKE STELLAMANS – GENERAL MANAGER BRANDIMAGE BRUSSELS

3. PEOPLE MAKE CHOICES RATHER
1 UNCONSCIOUSLY THAN CONSCIOUSLY

4. 8.000 SKU‟S
3-5 MIN AVERAGE SHOPPING TRIP
THEORETICAL CHANCE TO BE NOTICED:
0,04 SECONDS

5. IT‟S ALL ABOUT EMOTIONS AND SENSORY EXPERIENCES
BASIC FEELINGS BEHAVIOURAL REFLECTION
UNCONSCIOUS UNCONSCIOUS CONSCIOUS
FIGHT OR FLIGHT TAKE/ADAPT ACTION PROVIDE REASONING
NEO CORTEX
LIMBIC SYSTEM RATIONAL
EMOTIONAL
OLDEST BRAIN
VISUAL SENSORIAL
Source : Dan Hill - Emotionomics

6. MIX CONVENTIONAL METHODS
2 WITH EYE-TRACKING

7. SENS PACK METHOD

8. SENS PACK MODEL
SHOP
SIMULATION
EYE VERBAL
TRACKING EVALUATION
EMOTION
TRACKING

9. 3 A PATIENT = A CONSUMER = A SHOPPER?

10. A PATIENT = A CONSUMER = A SHOPPER?
70 Of the decisions in retail
% are taken in point of sale

11. WHAT ABOUT DECISIONS TAKEN IN A PHARMACY?
? %
Consumers like freedom
They like to take decisions

12. WHEN THE MARKET FOR OTC WILL BE OPEN
WOULD BUY WOULD CONSIDER THINKS THE PRICE
OTC PRODUCTS THE SUPERMARKET WILL BE CHEAPER
IN SUPERMARKET AS PREFERRED CHANNEL IN THE SUPERMARKET
60 % 58 % 63 %

13. PHARMACIST STAYS IMPORTANT BUT….
ATTITUDE WHEN BUYING MEDICATION
Need Decide myself Always buy Sometimes Always ask Always buy
professional which brand I the same change for cheapest what
advice buy brand brands medication pharmacist
pharmacist advices me
85 % 64 % 57 % 45 % 24 % 56 %

14. THE MARKET IS SEGMENTED
PHARMACIST BRAND BRAND
FOLLOWER SWITCHER LOYALS
33 % 20 % 47 %
WANTS ADVICE DECIDES RATHER LOYAL TO THE BRAND
PHARMACIST & FOLLOW WITHOUT ADVICE & BUT SAY THE RATHER
THIS IN PURCHASE SWITCHES BRAND – LIKE TAKING THE
(36 YO, 52% WOULD BUY PRICE PLAYS A ROLE DECISION THEMSELVES
IN SUPER MARKET) (45 YO, 67% WOULD BUY (41 YO, 63% WOULD BUY
IN SUPERMARKET) IN SUPERMARKET)

15. HOW TO SEDUCE THE PATIENT,
4 THE CONSUMER, THE SHOPPER?

16. THE PACKAGING IS A KEY ELEMENT IN THE MIX

17. 4% 0% 3% 19% 4% 0%
5% 6%
6% 6% 8% 39%
11% 38%
10% 3%
4% 25%
4% 19%
Share of Attention
Recall

18. NAME AND VISUAL CUES
HELP TO QUICKLY COMMUNICATE THE MAIN MESSAGE
Recall Purpose is clear Pack incites to buy
35% 34% 42%
22% 81% 76%
16% 0% 14%
12% 42% 18%
15% 92% 68%

19. PACKAGING DESIGN TAKE AWAYS
#1 BE SEEN

20. PACKAGING DESIGN TAKE AWAYS
ONE: BE SEEN
CREATE STOPPING POWER: GAIN ATTENTION
Strong branding & brand identity
Colour blocking / contrasts
Impactful visual cues

21. ATTRACTIVE PACK = EFFECTIVE MEDICINE?
THROAT
Clear benefit Performant Attractive Incites to buy
58% 27% 23% 19%
81% 73% 72% 76%
39% 18% 24% 18%

22. ATTRACTIVE PACK = EFFECTIVE MEDICINE?
SKIN CARE
Clear benefit Performant Attractive Incites to buy
11% 8% 33% 22%
57% 39% 39% 59%
94% 72% 80% 87%

23. PACKAGING DESIGN TAKE AWAYS
#2 BE REMEMBERED

24. PACKAGING DESIGN TAKE AWAYS
#2: BE REMEMBERED
HAVE A CLEAR BRAND POSITIONING
Target audience
Compelling benefit
Reason-to-believe
LIMIT THE NUMBER OF ELEMENTS ON PACK
BE OWNABLE THROUGH IMPLICIT & EXPLICIT VISUAL CUES
CAPTURE THE MIND & THE HEART !

25. PACK DESIGN AND VISUAL CUES
IMPORTANT IMPACT ON PACK HIERARCHY
1.
2.
BRAND BRAND
2. 1.
CITRON „CITRON‟
3.
SORE
THROAT

26. PACK DESIGN AND VISUAL CUES
IMPORTANT IMPACT ON PACK HIERARCHY
1. 2.
BRAND BRAND
1.
1.
2. KNIE- 2. BRAND
KNIE- BAND BRAND
BAND
1.
VISUAL2.
vs. VISUAL
1.
VISUAL
2.
VISUAL
3.
KNIE-
1. BAND
2.BACK-
BACK- GROUND
GROUND

27. THE NOTICE
“ONHANTEERBAAR. JE MOET “TE MOEILIJK TAALGEBRUIK –IS
“ONGELOOFLIJK, DAT ECHT ZOEKEN ZOEKEN NAAR ARTSEN GERICHT.
BESTAAT AL JAAR EN ZOEKEN….VOOR JE ER IETS IN WAARSCHIJNLIJK BEGRIJPEN
DAG OP DEZELFDE TERUGVINDT. HET BEGINT AL VEEL PATIENTEN DIT
ONLEESBARE MANIER. BIJ DE TAALROL, TJA NIET…ANAFYLACTISCHE
GEWOON NIET AAN UIT ONDUIDELIJK. REACTIES??? TEKST IS NIET TO
TE KUNNEN” EN WAT JE ZOEKT STAAT ER THE POINT, LANGE TEKSTEN EN
MEESTAL NIET IN OF VIND IK NIET TOCH WEINIG NUTTIGE INFO”
TERUG”

28. THE NOTICE

30. PACKAGING DESIGN TAKE AWAYS
#3 BE RELEVANT

31. PACKAGING DESIGN TAKE AWAYS
#3: BE RELEVANT
BE COSTUMER FOCUSED: WHAT‟S IN IT FOR ME?
Less is more
A clear communication hierarchy
Relevant information

32. PACKAGING DESIGN TAKE AWAYS
#4 BE CONSISTENT

33. PACKAGING DESIGN TAKE AWAYS
#4: BE CONSISTENT
360° … THROUGH ALL EXPRESSIONS OF YOUR BRAND

34. OVERLOAD OF CHOICES KILLS

35. CATMAN IS NEEDED TO FACILITATE DECISIONS

36. CATMAN IN SHELF PERFORMS BEST
SHELF EVALUATION
The different There is enough The available In this shelf I
categories are choice of offer is well- can easily find
easy to distinguish products organized/clear what I need
“Unstructured”
shelf
29 % 73 % 43 % 41 %
“Structured” shelf
Shelf with catman
89 % 91 % 89 % 88 %

37. SHELF PREFERENCE
REGARDING EASINESS OF DECISIONS
99 Prefer a shelf with clear
% categorization

40. WHIT CATMAN PEOPLE BUY MORE PRODUCTS AND FIND PRODUCT MORE EASILY
Less time needed to find the product in shelf – less brands looked at but more relevant brands LOOKED AT. Consumers looked at
the signage to search for the needed product - More different brands are bought when category management involved.
LOOKING FOR THROAT MEDICATION
CATEGORY MANAGEMENT UNSTRUCTURED SHELF
AVERAGE TIME NEEDED TO
5,45 sec *8,84 sec
TIME
FIND THE MEDICATION
AVERAGE TIME NEEDED TO
FIXATE ON THE CATEGORY THROAT
*2,43 sec 3,83 sec
NUMBER OF BRANDS LOOKED
(TOTAL SHELF)
6% 10%
BUYING PROCESS
DIFFERENT PRODUCTS BOUGHT
(IN TOTAL 13 SKU‟S AVAILABLE)
8 3
SHARE OF ATTENTION
OROFAR 8% 8%
STREPSILS 6% *10%
MUCCOANGINE *5% 1%
OTHER BRANDS *10% 8%
„USED‟ (LOOKED AT) SIGNAGE TO
SEARCH AND BUY 59%

41. CATEGORY MANAGEMENT
1 ENDUCES consumers to discover more products
2 Shopping experience will be ENHANCED
3 FINDABILITY will increase

42. BUT MAKE IT PROMINENT – CLEAR AND SIMPLE

43. USE POS TO SUPPORT BRAND ESSENCE

44. “HET MAG OOK NIET TE
“VAAK STAAN ER ROMMELIG WORDEN.
“HOE MEER IK DISPLAYS MAAR DAT ZOU DE RUST
VRIJ KAN STAAN ER GEEN DOORBREKEN.
RONDLOPEN, PRODUCTEN MEER DISPLAYS MOETEN
HOE MEER IK OP OF ONTBREKEN WAT MIJ BETREFT OOK
ZAL KOPEN!" VARIANTEN, DAT IN DE NABIJHEID VAN
ZOU TOCH NIET HET PRODUCT IN HET
MOGEN….‟ SCHAP STAAN ANDERS
STOORT HET ENORM”
“DISPLAYS DOEN
KOPEN, MÀÀR HET IS
“IN DEZE ESSENTIEEL OM ER DE
APOTHEEK STAAN JUISTE PRODUCTEN
ER TEVEEL TENTOON TE STELLEN.
DISPLAYS EN IN EEN BAKKERIJ ZET
POSTERS. HET IS MEN NU EENMAAL HET
DRUK, OOGT NIET GEWONE BRUINE
ORDELIJK” BROOD OOK NIET IN DE
VITRINE.”

46. Displays out of the context have LESS IMPACT
1 (eg trash bin with pub, display toothpaste next to body care).
POS materials which are an EXTENSION of the
2 product in the shelf work visually very good.
These products take the attention very well.
POS materials are not always seen as an
3 ENHANCER of shopping experience in the
pharmacy.

47. LEARNINGS FOR THE PHARMA SECTOR
1 Patients act rather UNCONSCIOUSLY and emotionally
2 Visual cues can IMPACT behaviour!
3 Your pack must: be SEEN + be REMEMBERED + be OWNABLE
CATEGORY MANAGEMENT helps! Consumers need to be guided in the
4 overload of choice and visual cues.
Clarity of communication and visual cues can ENHANCE processing the info in
5 the brain.

48. @WIM_ROGIL @BrandimageBE
+32 498 46 06 72 +32 2 215 34 00 // +32 478 33 84 31
W.HAMAEKERS@ROGIL.EU NSTELLAMANS@BRAND-IMAGE.COM