The supermarket is a competitive place. Brands are looking at ways to engage the shopper at the shelf and allow them to experience the product before they purchase.

Brand manager for adhesive bandage Elastoplast, Shameek Raj, believes these types of executions are paramount to their broader campaign and will win customers over.

Shelf-positioning is an all-important factor for brands as they compete for consumers’ attention amidst 1000s of other options. Adding the interactive element to the shelf-offering creates another level of engagement for the consumer which can strongly influence their purchase decision.

“We believe this media spend can really amplify the broader campaign reminding people what they saw on TV or on Radio when they are in a buying mood,” Raj explained.

“It can be difficult to reach everyone within traditional forms of advertising as it’s easy for people to switch between channels or turn it off altogether,” Raj continued. “For advertisers, this represents a low level of engagement. However, in the supermarket, it’s very hard to ‘switch off’ as you’re required to consciously purchase a product. So strong in-store advertising is not only effective but absolutely essential.”