The Natural Organic Path to Purchase

How in-store marketing is used to support Natural and Organic themes and categories.


Report Published by Retail World - June 2019. Written by Zita Watkin, Shop! ANZ

The Natural and Organics industry is a growing way of life in many countries and Australian shoppers are becoming more devoted to natural and organic alternatives.

Shopping ‘a la Natural’ is a well contested competitive online space and it has reinvented how we shop some of the big categories like beauty and grocery.

Searching ‘natural and organic’ is super straight-forward when shopping on-line (just Google it!), but how are retailers and brands communicating to shoppers in the physical store environment? How do shoppers do a physical Google search in a large store and what are the signals instore to know you are on the right track!?

There appears to be no clear answer to these questions especially in big box stores where natural is not the norm, but there are some fabulous examples of in-store marketing experimentation, combined with overall aesthetic POP marketing elements that are subtly but surely driving that consumer connection; PTNOP (Path To Natural & Organic Purchase).

Following are some examples of how in-store marketing is supporting the segment:

Beauty

Big Box Beauty retailer Sephora have their ‘Powered By Nature’ ranges of both skincare and makeup located in the middle of the store. Gondola-ends and Free-standing display units are dressed predominantly in greens and leaves, with lots of references to the ocean, water and coconuts combined with fresh faced models. Digital screens and postcard inspired prints at POP are used to educate fast-minded millennial shoppers.

Global brand Tarte Cosmetics stands-out with POP displays that market natural cosmetics to a glamourous young market through a fusion of contrasting colours and hash-tag promotions.

Although there is no way-finding signage to this zone, there is no doubt you are in a ‘natural and organics’ area through the use of emotional symbolic connections.

The Body Shop are trail blazers in the natural game, so they are definitely one to watch and learn the tricks of the trade from.

As they market under the statement of “100% Vegetarian and Cuelty Free”, The Body Shop’s instore marketing is very product ‘contents’ centric. ‘Super-Foods’ become ‘Super-Products’ for the body. They use portrait orientation digital screens in windows with content that has been thoughtfully designed for the retail environment with bright cut-through graphics and short messaging.

Their ‘Powerfully Punchy’ ginger campaign introduces promotional products in a fun and engaging way. Ginger, which is not traditionally seen as pretty, and therefore something that creatives would steer away from at POP, is used as a 3D tree with the Ginger Shampoo growing from it. The displays are made from layered recyclable fluted cardboard aligning their The Body Shop’s natural theme.

Grocery

In grocery stores, there are two options for instore marketing; 1. Off-location displays and 2. Natural and Organic’ Category departments.

There is a combination of interesting off-location concepts that really grab attention, give back to shoppers and disrupt status quo, whilst displays on shelf in designated “natural and organic” departments, feel like they are a little too quiet in message and lost in the business of the supermarket shelf, with the department itself being hard to find.

The fact that these departments tend to ‘blend in’ could be because of the current overwhelming aesthetic trend in grocery stores which is to use natural looking materials, like woodgrains; making the store look ‘natural’, black signage with natural photography; making zones look ‘gourmet’, and the extended use of greenery throughout the store; making everything look ‘organic’.

These trends can be seen in most new Aldi, IGA, Coles, and Woolworths stores:

In Coles, there are some interesting examples in the ‘Fresh’ department. Shoppers expect to see ‘Fresh meals to go’, but we are starting to see Free Standing Display Units (FSDU’s) promoting ambient natural and organic tinned meals like soups competing in the fresh space. We also see examples of Coles owned brands competing against well-known brands like Campbells.

Coles have created a ‘Wellness Road’ for their ‘Simply Healthy Living’ products. Signage is printed on unbleached brown fluted cardboard which ties perfectly to the theme.

Woolworths have used some fabulous emotive signage and concepts to drive the idea of healthy living. Giving back to farmers, supporting local and making responsible choices are clear marketing themes for the natural and organic product ranges in-store.

At Woolworths, shoppers are greeted with “Free fruit for kids” displays on entry. This sets the mood for the visit, and makes ‘natural’ a convenient choice from the start of the journey.

Woolworths have distinct “Certified Organic” purple signage within their “macro wholefoods” zones so the shoppers can more clearly identify organic options. This represents a stamp of authenticity.

Richie’s IGA stores have a high-end boutique feel. Natural and organic products are brought off-shelf and presented on real timber POS displays throughout the store with strong messaging like on Victoria’s Cobram Estate ®, “Tree to Table” proudly displayed.

Whilst physical retail spaces are still in establishment mode setting up for future growth of natural and organic themes in brick and mortar retail, we will continue to see retailers and brands taking advantage of a higher level of experiential ‘natural and organic’ themes to deliver more organic consumer experiences.


Read the Report in the June 2019 Retail World below.

Retail World is the most trusted and respected source of information for the Australian grocery industry. For over 70 years we have been at the forefront of all the changes, challenges and experiences our industry had faced and will continue to provide the same trusted information and industry insights into the future, servicing the supermarket channel and FMCG trade.

Contact:

Hailey Settineri: Editor, Retail World
hailey.settineri@retailmedia.com.au

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