Unforgettable Retail Brand Experiences Rule

Posted Friday, June 17, 2016

Hershey's Wrap Happiness in-store experience
Hershey's Wrap Happiness in-store experience

submitted by Maureen Gumbert, Marketing Manager ~

In just one short stretch of the Las Vegas Blvd Strip I was able to completely immerse myself into the retail brand experiences of some of the nation’s most well-known brands using all of my senses. I had some time to kill while on a business trip, so I did the tourist thing to do- sightsee and shop. Being in Marketing for KDM, a supplier to the retail industry, my underlining M.O. was to see what’s new. 

The Hershey’s Wrap Happiness Experience

First I headed for Hershey’s Chocolate World. According to their website Hershey’s Las Vegas “is a unique retail experience that offers guests a chance to create their own HERSHEY’S happiness through a variety of interactive experiences.” At the entrance of the store I asked a random tourist to take a photo of me and the candy characters, which I immediately shared via social media (I took the bait).  Once inside the store I passed the

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Tags: Coca-Cola , customer experience , digital printing

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Digital Printing Revolutionizes Brand Packaging

Posted Friday, November 06, 2015

2 million one-of-a-kind labels printed on HP Indigo
2 million one-of-a-kind labels printed on HP Indigo

The battle at the shelf is fiercer than ever before. With about 30,000 SKUs introduced ever year it is even more challenging to compete on a crowded shelf where everything looks the same. Compounding this challenge is the shrinking center store as the perimeter footprint increases. Digitally printed product labels, sleeves, and folding cartons opens up the creative possibilities for brand marketers to win at the shelf like never before.

We’ve all been subject to a tremendous amount of information regarding the importance of creating a personal, relevant connection with shoppers in order to impact purchase and gain their loyalty. Short run, digital printing is a way for consumer brands to target populations and accommodate their needs with multiple packaging versions of the same product: like “single serve” and “family size”, or imprinting different languages, messages and photos depending on location and other variables.

Heinz packaging

Examples of Hyper Customization

The

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Tags: Coca-Cola , digital printing , KDM POP Print Solutions , packaging

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Best Practices in the World of 3-D POP Displays | PART 2

Posted Friday, September 04, 2015

Part 2 of 2 [Production Phase]

Designing and producing an effective retail merchandising display has its challenges for sure. The obvious ones include making sure the display is structurally sound; that it will withstand the rigors of store traffic and be able to hold the product its intended to display. This has a dramatic effect on how well the display does its job at increasing sales lift. In Part 1 of this 2 part article we emphasized how important the extra time spent in the Design Phase is… double and triple checking the engineering with whiteboards and prototypes.

In Part 2 we’ll take you through the print production and assembly process and share best practices in the workflow and the importance of quality control procedures along the way…

PHASE II: PRODUCTION

PRINT PRODUCTION: QUALITY WORKFLOW BEST PRACTICES:

Now that the specifications for the national beverage manufacturer’s treasure chest display have been finalized, the project is estimated and

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Tags: Coca-Cola , CPG , KDM Merchandising Solutions , point-of-purchase , Screen Printing

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Best Practices in the World of 3-D POP Displays | PART 1

Posted Friday, August 28, 2015

Part 1 of 2 [Design Phase]    

Let’s say you are a CPG (consumer packaged goods) manufacturer and you want a compelling retail display to showcase your merchandise at multiple retail locations. Smart objective, considering it’s a fact that when a branded display is present in store it increases product sales as much as 40% according to POPAI.

The execution of a successful POP merchandising display campaign requires careful design and engineering consideration from the get-go. If any element of the dimensional display is slightly off it could be costly, the project could be majorly delayed, and worse, it could fail at the store level. In order for a display to be successful at the point-of-purchase, you’ll want to work with a supplier that is not just an order taker-  producing your project to spec, but a partner that’s got your back, adding value in the design phase and using proven best practices and quality control procedures to overcome any

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Tags: Coca-Cola , CPG , KDM Merchandising Solutions , point-of-purchase

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How Digital Printing Benefits Brand Marketers

Posted Friday, February 27, 2015

Diet Coke: 4 of the 2 million unique label designs available courtesy of digital printing
Diet Coke: 4 of the 2 million unique label designs available courtesy of digital printing

Digital Printing technology has evolved to cater to the retail landscape and opened up many possibilities for brand marketers. It is an efficient printing process for marketers to introduce a new brand, test new markets and execute more frequent and locally targeted campaigns with customization, all while improving the time to market and reducing production costs.

Digital printing technology has come a long way (baby) since its early days 12 to 15 years ago. This print method, whether large format or small format, has overcome many of its initial limitations:

  • Quality. Today’s technology offers print quality that competes with offset.
  • Color Matching. Digital color matching is now highly accurate with the addition of hexachrome colors like orange and green.
  • Color Gradations.  Now, smooth gradations and flesh tones are possible with the addition of a suite of light cyan, magenta, yellow and black inks.
  • Dot Gain. The newest presses have little to no dot gain and can

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Tags: Coca-Cola , digital printing , KDM POP Print Solutions , packaging , point-of-purchase

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