Redheads on the Corner in Surry Hills

Coles, Surry Hills.  My local supermarket has been steadily lifting its game with regard to merchandising.  I was impressed to see a product as potentially boring as firelighters given this treatment.  The angled presentation makes it stand out from the crowd and catches your eye as you turn the corner.  And I've always liked redheads :)

Retail Landscape

For those with headaches and hangovers

Coles, Surry Hills.  Impressive merchandising of Berocca - obviously a market for it in Surry Hills.

Marilyn Monroe's Mitts

Coles, Surry Hills.  For those who want to get their mitts on Marilyn Monroe, or alternately want to handle their white powder carefully :)

iSnack2.0 is marked down

Coles, Surry Hill.  The new 'controversial' much-maligned iSnack2.0 from Kraft has already been marked down. 

Coles' Fresh Approach to Spring

Coles, Surry Hills.  A fresh approach their seasonal marketing - new management starting to ring in the changes.  However, POS poster changes only get you so far.  It will be interesting to see what they do, if anything, to change the in-store experience.

COLES GOES 3 FOR 2

Coles, Surry Hills. The new merchandising and in-store marketing approach being adopted by Coles has a focus on 'savings'. It includes a quite effective 3 for 2 offer, and good use of a scissors price cut device throughout the store. This has no doubt mostly been financed by suppliers. Also of note is the more effective merchandising of the rear corners of gondolas to break straight lines and capture attention. There is a good use of reminder signage throughout the store. The colours are true to the Coles brand and signify value. This is a good illustration of how the in-store experience can be significantly lifted without spending capex. Long overdue, it suggests a change of management thinking, upping the competition stakes. It will be interesting to see if it can be sustained.

A FRESHER COLES

Coles, Chatswood Chase - recently refurbished store, operating in a very competitive fresh market environment - a good first impression. Can't wait for the Surry Hills one to be given the same treatment - (sigh).

EASTER BUNNY RUNS LATE

This video shows the frantic 'last-minute' shopping for Easter eggs at a Coles supermarket on Easter Saturday.  A couple of interesting observations.  Firstly, Lindt seemed to have no problem selling through their premium, quality stock (about 50% sell-through), while  Cadburys appeared much slower moving (about 25% sell-through) at lower price points.  Secondly, note the number of shoppers with lists  (we got OUR Lindt just in time ...phew).  On a more serious note, Lindt have done a superb job of improving their distribution and brand profile over the last year or two.  Having a strong, aspirational brand can help in a recession.  Lindt's packaging is also a strength.

MELLOW YELLOW SELLS

Have you ever noticed how prevalent the colour yellow is in the visually cluttered supermarket environment ? Experts say that yellow is more visible than other colours in the spectrum. Certainly if you look at the accompanying video clip yellow stands out most prominently and blue is a very recessive colour in the relatively dimly lit supermarket. Whatever possessed Coles to issue blue uniform shirts to their staff is beyond me – maybe it was so they would blend in ? It is also very corporate, 'unfriendly', and unwelcoming.

Coming back to yellow, you can see how packaging designers would look to this colour. Not only does it stand out, it is warm, friendly and engaging, and suggests health and vitality. It also carries value connotations, especially when black type is used in bold on yellow backgrounds - which does, however, limit it's application for premium products. The PAK ' N SAVE brand in New Zealand is an outstanding example of the power of yellow when executed well.

Red/orange is a mixed bag in the store – often the red is too dark, the orange/ tomato red stands out a lot more.

Food for thought for those designing in-store,signage POS and packaging.