Brand
collaborations could be used more to encourage consumers to try new brands as
well as helping retailers maximise the potential that meal and snack time
opportunities present, according to Engage Research. The customer insight agency
was commenting following the announcement of a partnership between bread brand
Kingsmill and cheese brand Cathedral City.
The brands are introducing in-store cross merchandising tools to help independent retailers maximise basket spend opportunities and drive lunchtime purchasing. This will include POS material for both bread and chiller sections. “Usually you see brand collaborations intended to help consumers who need inspiration to 'make' products work together. For example, we have seen this with bagels and cream cheese,” explained Engage Research director, Marie Sutton.
“In this case bread and cheese buyers may not require inspiration but in crowded categories up against other branded and own label products, a collaboration with another well known product can help push these two brands to the fore.”
Brand collaborations are nothing new, added Sutton, and, as a result, consumers are increasingly receptive to a collaborative approach. She points to the fashion industry where collaborations have been the norm for some time with, for example, Versace creating a range specifically for retailer H&M.
Although collaborations can be successful, however, the challenge of asking separate companies to collaborate on messaging and communications could be one reason why they don’t occur as much as they might. However, giving the collaboration the best chance of success remains important with Engage advocating combined online qualitative and quantitative research to facilitate client-consumer interaction to gain insights on how to maximise the positives of both client brands.
But, Sutton added, the link does not necessarily need to be formal. “We have seen how certain products, for example prawns and smoked salmon, sometimes don’t do as well as they might because consumers struggle to find occasions to serve them and perhaps only know one or two recipes for using them,” she added.
“In these situations retailers and brands can collaborate effectively to provide 'inspiration' and prompt purchase. Frequency of purchase can be supported in other ways through in-store signage, perhaps showing an occasion or a delicious meal involving the products, recipe cards and placing other category products, perhaps sauces, alongside so that an easy meal is signaled.”
The brands are introducing in-store cross merchandising tools to help independent retailers maximise basket spend opportunities and drive lunchtime purchasing. This will include POS material for both bread and chiller sections. “Usually you see brand collaborations intended to help consumers who need inspiration to 'make' products work together. For example, we have seen this with bagels and cream cheese,” explained Engage Research director, Marie Sutton.
“In this case bread and cheese buyers may not require inspiration but in crowded categories up against other branded and own label products, a collaboration with another well known product can help push these two brands to the fore.”
Brand collaborations are nothing new, added Sutton, and, as a result, consumers are increasingly receptive to a collaborative approach. She points to the fashion industry where collaborations have been the norm for some time with, for example, Versace creating a range specifically for retailer H&M.
Although collaborations can be successful, however, the challenge of asking separate companies to collaborate on messaging and communications could be one reason why they don’t occur as much as they might. However, giving the collaboration the best chance of success remains important with Engage advocating combined online qualitative and quantitative research to facilitate client-consumer interaction to gain insights on how to maximise the positives of both client brands.
But, Sutton added, the link does not necessarily need to be formal. “We have seen how certain products, for example prawns and smoked salmon, sometimes don’t do as well as they might because consumers struggle to find occasions to serve them and perhaps only know one or two recipes for using them,” she added.
“In these situations retailers and brands can collaborate effectively to provide 'inspiration' and prompt purchase. Frequency of purchase can be supported in other ways through in-store signage, perhaps showing an occasion or a delicious meal involving the products, recipe cards and placing other category products, perhaps sauces, alongside so that an easy meal is signaled.”
NamNews - Tuesday 26th November 2013
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