Retail Glossary: Asymmetric Retail Units

The 30% yoy growth of modern trade in India is leading to an increase in demand for retail design innovation. As part of the DY Works retail scanning activities, we bring to you a new trend that seems to be surfacing – Asymmetric Retail Units.

Here are a few brands that have recently deployed Asymmetric Retail units – Black Label, Loreal and Tata Tea – Tea Veda.

Images from Point of Purchase Magazine

The thought is fairly simple – take a traditional FSU; create visual strata (layers) and rotate each layer around the vertical axis.

Advantages

1. Breaks the visual clutter
2. Point of differentiators for early adopters
3. For stand alone, four side open units, these enhance visibility from multiple angles

Disadvantages

1. The design is not easily to units that have less than four side open
2. Are not efficient in terms of stacking efficiency
3. May not perform well under conditions of regular handling or movement
4. If not executed well, it might appear gimmicky

It would be interesting to hear from you on your views about these units ... sure there are loads of better examples out there. Will they only create a disruption in the short run for early adopters? OR can they become innovative units that add significant value to the retail rollout plan for a brand.

Contributed by Devatanu Banerjee, VP - Retail & New Media at DY Works.

Resources

1. Growth of Modern Trade in India
2. Black Label
3. Loreal
4. Tata Tea – Tea Veda
5. Point of Purchase Magazine

Seen on the streets - Mortein Nature Guard Retail

As seen in Point of Purchase, March 2012. Page 10.

Lakme Retail - R City, Ghatkopar

It was a pleasant surprise to see the DY Works Lakme Retail designs come to life at Shoppers Stop at R City Mall, Ghatkopar. Would love to hear your feedback regarding the same. Thanks.

Lakme Retail Counter

Lakme Retail Counter Top Unit

Customer give-away

Lakme Beauty Assistant Uniform - Interaction Area

Lakme Retail Backwall Branding + Make Over area

Retail Glossary – PARASITE

Richa recently introduced us to the term “Retail Parasite”. While we have always been designing these ‘wall hanging solutions’ for retail, the term ‘Parasite’ immediately caught my fancy. Read on to see why this would be one of my most recommended retail units for general trade as well as modern trade.

HERSHEY’S engaging retail intervention and structure design by DYW

•Problem:Hershey’s Syrup, a key brand in the Godrej Hershey Beverages portfolio found its sales stagnating. Research led to insights wherein the most frequent purchases were made by customers using Hershey Syrup with Milk. Taking forward this key learning, the GHL team wanted to design an innovative secondary pack that could communicate and educate the consumer of the alternate ways to use Hershey’s Syrup. Given the internationally standardized design of the primary, which strongly cued dessert topping, it was imperative to design a secondary sleeve that helped dispel its limited dessert topping usage.

•Solution:The DYW team in view of the niche market the brand enjoy, designed a structure that helped highlight elements of the iconic form of the primary bottle by designing a sleeve showcased the neck and cap of the bottle. The design of the box was crafted akin to a print ad wherein we used the key message of bringing out exciting opportunities of Milk and Hershey’s Syrup . Appealing images of Hershey recipes were shot and used to highlight the Hershey’s Syrup plus milk wonders. The BOP highlighted simple 3 step recipes with key messages to lure the consumer into trying Hershey Syrup with Milk. The recipe at BOP served as a hook to showcase the simplicity of the process to add Hershey’s Syrup to daily consumption. A special recipe booklet was designed which would be given free with every box.

•Achievement:The DYW team, went on to design visibility tools for the new packaging for in store communication which included attractive FSU’s and pillar branding that led consumers to the pack and helped them engage with the all new experience of Hershey’s Syrup.

The 100% Breakfast plan!

The Situation
Tropicana 100% was looking to launch a campaign with the new proposition of "Let's make breakfast 100%". Over and above advertising, the message needed to be conveyed at point of sale through an innovative solution

The Task
To communicate the new proposition "Let's make breakfast 100%" in an engaging manner across Modern Trade outlets keeping other brand guidelines in perspective

DYW Solution
We created a lobby kiosk which integrates the campaign's communication elements in a very subtle and effective manner, while keeping up with the premium imagery of Tropicana 100%. Over and above the graphics and structure design, a complete fabrication and deployment exercise for the same was carried out by DYW across 25 outlets in 6 cities.

Contact: Mumbai:+91-022-40406767 Delhi:-1-91 11 26548089
Website: www.dmayellowworks.com

Puretta Retail FSU designed by DYW featured in Point of Purchase Magazine

Purely Present
Point of Purchase, November 2010, Page 10

Puretta, a new brand in the baby care category from the house of Grasim Industries Ltd. took to retail with this well designed FSU. Made of wood, sunboard and acrylic, the sheer highlight of the FSU is its design and visual appeal. The core proposition of the product being 'Natural Baby Wipes', the FSU has a background print of grey sky with birds and the shelves are shaped to resemble the branches of a tree and the cut out of a small  tweety bird is perched on the top shelf and flowers are placed on different shelves and the colour green gives it a natural look. The header has the brand ambassador's picture with the product and the annoucement of the product.

Each shelf carries a different variant and a creative cutout placed on the shelves talks about the variant. This one was sure a soothing treat to the eyes of the shoppers at Big Bazaar, Mumbai.

For similar retail solutions and FSU designs, contact DMA Yellow Works.
Contact:Mumbai:+91-022-40406767 - Delhi:+91 11 26548089
Website: www.dmayellowworks.com

Resources

1. Puretta Website - http://www.purettasmartmoms.com/
2. Point of Purchase Magazine - http://www.vjmediaworks.com/PoP/home.html

Piramyd - Corporate Identity and Retail Branding