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Supermarket trays: the branding opportunity retailers overlook
Most retailers do not consider the potential branding opportunity that supermarket trays provide. Instead, they see them as a logistical necessity to transport products. However, supermarket trays sit at the intersection of shelf visibility and consumer interaction. On a near daily basis, supermarket trays act as branding vehicles, and the trays provide a unique opportunity to communicate brand messages. Consistent brand presentation improves consumer recall upwards of 80%. However, brand managers invest copiously in the design and branding of the packaging and provide little consideration to trays. Why? Because trays are viewed as low value items that stretch and hold the product and do not provide branding or marketing value. However, this is not the case for supermarket trays. Supermarket trays serve as moving brand messages that reinforce brand colors, logos, and narratives at the moment of purchase decision. Moreover, due to the high consumer interaction and low touch point advertising, supermarket trays provide branding value that is unmatched in the advertising world.
Incorporating Brand Identity in Supermarket Trays
Structural Branded Tray Designs: Based on logo, colors, and typography
Supermarket trays are starting to become more than just an item to hold your items. Retail brands are starting to be more innovative with the shape and design of the trays to create the illusion of 3D advertising, and turning simple plastic into an advertisement. Retailers have started to incorporate the logo placement in the corners of the trays as well as branding colors in the design of the handle to create the feeling of a logo after many uses, the handles of customers of the checkout. Some brands use angled ridge designs to create a border that are used to slide products in and out and can also be used to hold the initials of the brand in a almost hidden way. In some formats of a retail store, these design elements have the more desirable attraction to the consumer. The base pattern design helps the trays to grip the floor and helps to keep the brand visible if boxes are stacked high in the warehouse. Most design elements of the packaging focus on the design to keep the brand present within the supply chain. However, the design elements within the packaging elements are debated by the packaging experts in retail design because the elements are considered to be of little or no value in the retail system.
Brand values that are premium or sustainable, are reinforced through material and finish options
As our customers interact with our products, they learn the values of our brand through the materials we use. Fr recycled PET is a finish that captures strong environmental concern, while glossy offerings appear merely as a ‘fancy’ option. \r\nOccasionally, we use antimicrobial coatings, which compliment our health-focused positioning and are effective. The 68 gram tray is an ideal example of how texture and weight can create perceived value with an element of utility. The bamboo composite tray breaks even on our sustainability services by reducing plastic usage by 40% and, as an added sustainable bonus, can endure over 200 washes. Overall, frosted surfaces are visually more appealing and provide optimal lighting in merchandising and texture on handles provides a greater level of control to the user. Overall, sustainable options can be appealing and environmentally responsible and they help to communicate our values.
Shelving Brand Differentiation from a Performance Perspective
Without sacrificing visual impact
Today's retailers expect brand-compliant supermarket trays to meet high standards in functional performance. Cutting-edge injection-molding technology has produced trays with:
40% better stacking performance than legacy designs
Moisture resistance in all wet/chill environments
Deformation of less than 2.5mm under 25kg loads
Additionally, trays are available in high durability, fully opaque ABS plastic, which supports color printing and embossing logos in great detail. The Utility and Aesthetics trade-off is eliminated.
Case study: Increase of shelf dwell time by 34% using custom PET supermarket trays by UK grocer
The UK major retailer has implemented custom PET trays with the following features:
Feature Conventional Tray Custom PET Tray Impact
Brand Visibility Generic design 3D logo relief +52% recall
Structural Rigidity 18% compression <5% compression 0 product damage
Shelf Occupancy Single-tier Triple-stacking 34% longer display
The redesign of trays has shifted the purpose of trays from purely logistical functions to amplifying the brand. Based on their in-store tracking system, customers’ dwell time in their aisles increased by 19% with the use of these trays. This is ideal for retailers, as they find differentiation where it matters most—at the point of decision.
Assessing brand lift from the implementation of custom supermarket trays
The ROI of brand building is measureable using in-store controlled experiments where the variables are isolated. Custom trays are implemented by retailers at identical clusters of stores.
The data regarding brand capture, operationalized as the measure of product conversion, is the data retailing association of the United States.
The data on brand capture is the data retailing association of the United States; product conversion is the measurement of operationalized data.
The data on brand capture, product conversion is the measure of data, and the time passage is the measure of retailing in the United States.
The data on brand capture is brand association; product conversion is the measure of operationalized data, and time passage is the measure of retailing in the United States.
The data on brand capture is found in the measure of product conversion; time passage is the measure of retailing in the United States.
Custom supermarket trays are estimated to positively impact brand recall by 18% for featured products. This measure is the data of the brand capture. When the data on brand capture is obtained, custom supermarket trays assist in the measurement of brand capture.
When geometric brand capture is aligned with shelf architecture, the measured optimal band capture is 12% of the shelf.
Measuring branding impact from the supermarket trays
FAQ of supermarkets trays being branding assets
When were supermarket trays first viewed as branding assets? Over the past 12 years, branding from supermarket trays has been an asset due to being viewed as logistical devices. It's true to say that supermarket trays have been an asset due to being viewed as logistical devices. Supermarket trays have an added value of being branding devices if they are viewed as logistical devices. Supermarket trays have value as branding assets if they are constructed as logistical trays. Supermarket trays' branding assets value increases with their logistical value. Supermarket trays' branding assets value increases with their logistical value. Supermarket trays' branding assets value increases with their logistical value. Supermarket trays' branding assets value increases with their logistical value. Supermarket trays' branding assets value increases with their logistical value. Supermarket trays' branding assets value increases with their logistical value. Supermarket trays' branding assets value increases with their logistical value. Supermarket trays' branding assets value increases with their logistical value. Supermarket trays' branding assets value increases with their logistical value. Supermarket trays' branding assets value increases with their logistical value. Supermarket trays' branding assets value increases with their logistical value. Supermarket trays' branding assets value increases with their logistical value. Supermarket trays' branding assets value increases with their logistical value. Supermarket trays' branding assets value increases with their logistical value. Supermarket trays' branding assets value increases with their logistical value. Supermarket trays' branding costs decrease brand value as logistics increases. Marken systems in supermarket trays are valued by repeat brand messaging to shoppers as being devices of logistics.
Retail Systems 2023, 7245.
Holding system brand retention 2023.
Holding brand retention 2023 Supermarket trays branding assets to brands.
Supermarket trays' repeat brand retention 2023.
Trays provide repeat brand retention to brands' value.
Retail systems brand retention 2023.
What impact do design and material choices have on supermarket trays?
Brand impact from design features like embossed logos, logos in relief, and slanted edges design features can elevate brand impact in a positive way. The brand impact can also strengthen with design features The use of recycled PET and bamboo composites increases brand positive impact with material choices. Sustainable material use also gives a positive impact about the brand. The finishes of the trays can increase the brand impact by positioning the brand premium.
What is the impact of branded trays on competitive advantage?
The impact of the branded trays is positive. The visual impact is also positive, and, of course the branded trays have a positive impact on competitive advantage and do not neglect impact on competitive advantage because they have a positive impact on competitive advantage because branded trays have a tremendous visual impact.
What is the impact with respect to the brand and custom trays?
The brand and custom trays have a positive impact on respect to the brand by using the appropriate measures to determine impact. The positive impact from the use of defined measures such as measurable brand recognition and brand recall to determine the impact of the custom trays increases the brand value. The impact with respect to the brand and measurable outcomes such as brand recognition and brand recall make the use of defined measures to impact positive.