Paris 2024: Winning Strategies for In-Store Grocery Displays

Introduction

As the world gears up for the Paris Olympics, marketers and retailers are sprinting to create winning strategies. In this blog post, we’ll dissect the pre-store, in-store, and post-store phases, uncovering what customers seek, what dazzles their eyes, and how your brand can clinch gold in the shopper marketing arena.

1. Pre-Store: The Warm-Up

Marketers can leverage the summer games anticipation by creating online buzz about Olympic-themed products. Engaging social media campaigns, countdowns, and sneak peeks can pique interest.

a. Olympic-Themed Promotions

• Offering limited-time promotions on Olympic-related items can drive traffic to the store. For instance, discounts on energy drinks, protein bars, or sports apparel align well with the athletic spirit.

• Use eye-catching visuals on your website or app to highlight Olympic-themed products. Tease customers with glimpses of what awaits them in-store.

Example: “Fuel Your Workout Like a Paris Olympian! 20% Off Protein Bars!”

b. Social Media Hype

• Hashtag Challenges: Encourage shoppers to share their Olympic-inspired grocery hauls.

• Trivia Contests: Test their Olympic knowledge and reward winners.

Example: “Guess the Olympic Host City: Comment Below!”

2. In-Store: Visuals That Score Gold

The Arena of Champions: Shoppers are in the aisles, and your displays need to shine like a gymnast sticking a landing. Grocery displays should be strategically positioned to capture attention. Consider endcap displays, which draw special attention. These temporary displays can change every few weeks, allowing for fresh promotions.

Product Pairing: A great grocery display features 2-3 products that are likely to be purchased together. For example, placing energy drinks next to protein bars or athleticwear near sports equipment.

Abundance and Aesthetics: Displays must look abundant, with contrasting colors and textures. Freshness and colorfulness are key. However, avoid overstocking to tie up excess capital.

Height and Depth: Create depth and height in displays without overwhelming customers. Think creatively—stacked crates, tiered shelves, or themed podiums.

Maintenance: Regularly replenish displays to maintain their allure. An empty-looking display can deter shoppers.

a. Visual Merchandising

• Gold Medal Zones: Highlight premium products with golden accents.

• Medal Stand Displays: Arrange top sellers like podium winners.

• Interactive Elements: QR codes for Olympic recipes or virtual athlete meet-and-greets.

• Dynamic Banners: Eye-catching banners featuring Olympic rings, athletes, and medals draw attention.

• Product Grouping: Arrange snacks, drinks, and fresh produce in Olympic-themed clusters.

• Limited Edition Packaging: Collaborate with brands for exclusive Olympic packaging.

Example: Picture a cereal aisle with mini hurdles and cereal boxes racing each other.

b. Emotional Connection

• Nostalgia: Tap into past Olympic memories. Remember the '96 Atlanta Games?

• Unity: Celebrate global diversity. Showcase international snacks and flavors.

Example: “Taste the World: Olympic Snacks from 50 Countries!”

3. Post-Store: The Victory Lap

The Games are over, but the impact lingers. How can your brand stay on the podium?

a. Loyalty Programs

• Medal Points: Reward shoppers for repeat purchases.

• Olympic-Themed Giveaways: Win a trip to the next Games!

Example: “Collect Gold Medals (Points) and Redeem for Exclusive Swag!”

b. Content Continuity

• Behind-the-Scenes: Share stories of your store’s Olympic journey.

• Athlete Updates: Follow upon local athletes’ achievements.

Conclusion: The Podium Awaits

During the Olympics, grocery stores experience a remarkable metamorphosis in their in-store displays. These transformations are strategically designed to seize the attention of the vast global viewership that the event attracts. These creative arrangements serve as a refreshing departure from the usual barrage of advertisements, effectively preventing audience fatigue. Moreover, they leave an indelible mark on shoppers by aligning their messaging with the Olympic theme, emphasizing achievement and creating a memorable shopping experience.

As Paris hosts the Olympics, let your in-store displays leap, vault, and somersault their way into shoppers’ hearts. Remember, even if you're just scanning this post, you’ve won gold in retail knowledge!

High Hurdle: Know the Rules Before You Jump

The Olympic Games are highly protected properties. Before you jump on the Olympic Bandwagon, you must consider trademark rights and the legal implications of infringement. While federal law does not prohibit individuals from using Olympic trademarks on social media for non-commercial purposes, it DOES prohibit false, unauthorized or misleading commercial association with brands and marketers. This so-called “ambush marketing” is illegal and can get you into hot water.

It's important to avoid using trademarked terms in your marketing unless you have obtained proper authorization or licensing before creating any marketing materials. For instance, the Olympic rings are the exclusive property of the International Olympic Committee (IOC). The mark is protected around the world and cannot be used without the IOC’s prior written consent. The protection extends well beyond the rings and includes such terms as Olympics, Olympians, Olympiad, Paralympics and Paralympians.

If you are not an official sponsor of the games, be careful to avoid anything that might suggest that you, your company, or your brand has an official connection or sponsorship arrangement with the Olympics. If in doubt, it's always advisable to consult with a legal professional to ensure that your product's name complies with trademark laws.