The use of visual assets in engaging candy shoppers

Abstract

This thesis scrutinizes how the visual appearance of confectionery brands should be managed in the in-store environment to ensure maximum potential to influence a purchase decision. Commissioner was confectionery company Cloetta Finland. The thesis report aims at answering the following questions: what are the visual means that increase brand prominence in the candy category in the in-store environment and how should these visual means be used to help the candy shopper along the path to purchase?

The answers to these questions were searched by reviewing scientific findings in the fields of behavioral economics, retail environment and distinctive brand assets. Personal learnings and commissioner’s study results complemented the scientific findings. The analysis showed that by understanding the mental processes of the shopper’s mind on the path to purchase and the value of distinctive brand assets in creating brand prominence, it is possible to optimize how brands are displayed at the point of sale.

As a result, a shopper-centric design method was created. This method aggregates scientifically verified visual means to every step of the purchase path and in doing so ensures that the marketing material supports the shopper in making a purchase decision. The conclusion is that effective in-store marketing material takes all the stages of the path to purchase into account and utilizes distinctive brand assets to ensure brand prominence.