the decision making goes. It’s only once instore that shoppers will make their brand choice. What’s more, the decision making occurs in just minutes and is often highly impulsive. It’s safe to say that liquor retail theatre is here. With the advent of liquor private labels and consumers spoilt for choice, there’s both a demand and expectation for an experience instore that creates value, solves problems, and moves consumers to purchase. And with price a key factor in swaying consumers at the tipping point, brands are increasingly looking to disrupt and inform shoppers; moving them to purchase their products at full margin while they’re in a spending mindset. This means it’s become all about tapping into the shopper’s subsconscious while a wallet is in their hand. This could mean an instore personal radio station that keeps them shopping for longer (and even takes shopper music requests) or digital POS displays that entertain and inform. So, if you’re a liquor brand about to embark on a summer promotional campaign, what are some things you should consider? DO – Firmly understand the measurable objectives of your retail media campaign and deploy clear and concise communication to shoppers. Retail media can have great results, but shoppers need a call to action. – Use words and creative executions to enhance taste and visual cues. If they can almost smell and taste your product without actually doing so, you’re on the way to a sale. – Remember the rule of product shot first and branding second. Retail media is more about conversation than consideration and brand awareness. The importance of branding varies across category, but people always need to know what a product is, including its variant and pack format. – Tell shoppers where they can find your product and make sure it is clearly visible to them on shelf. – Help solve a problem. For example, if it’s wine, what does it pair well with? – Design your retail media schedule to enhance your shopper experience around a relevant category to minimise wastage. – Consider a little ambiguity! “Our brains love puzzles,” says Dr Pradeep in The Buying Brain. “In a cluttered messaging environment, using elements that have an inherent appeal to the subconscious can help cut through the clutter and attract the brain’s attention.” DON’T – Assume your customer will be shopping any time of day. Spots in retail media such as digital screens can be purchased at different times of day, capturing your audience and minimising advertising dollar wastage. – Forget your persuasive or novelty call to action. Tell them to reach for a product right now. – Fall into the trap of trying to put too much information on your POS. Simplicity is the key to grabbing attention. – Forget to consider social media. Shoppers like to feel a sense of belonging and community, so consider how you can tap into this using your retail executions. Kirsty Dollisson is the GM of TorchMedia; an Australian shopper and transit media specialist that holds the exclusive rights to Woolworths’ instore media. Contact her on kirsty.dollisson@torchmedia.com.au or (02) 8404 3900.