P-O-P Spotlight: Interactive Displays (September 2024)
Since 2003, the Path to Purchase Institute has offered its member community access to a robust Image Vault, which today comprises nearly 160,000 images (and counting), across a variety of retailers, product categories, channels, touchpoints and themes.
The image archive dates back to a time before many of the modern digital touchpoints we know today existed in the way they do now. Back then, the Institute mainly documented retailer and brand marketing activity that took place in physical stores and in print circulars/publications across the U.S. Twenty years later, marketing touchpoints have evolved and expanded with the times, as has our Image Vault. One thing that hasn’t changed though, is our goal: to be marketers' eyes in the aisles.
Each month, we will showcase small samplings of eye-catching displays from the vault that our boots on the ground captured across the globe the month prior. We’ll spotlight different categories, themes, retailers and more.
This month, we highlight interactive displays using QR codes.
At Boots in the U.K., in-line display signage in the personal care aisle encouraged shoppers to learn more about their skin by taking a skin analysis. A ring light on the top shelf surrounded a QR code that directed shoppers to the retailer’s skin analysis tool, powered by AI and AR beauty platform Revieve. The signage, positioned above L’Oreal’s CeraVe products, highlighted signs of various skin conditions, such as oily and aging skin, and pointed to the analysis tool to help shoppers determine a fitting regimen and recommendations for their individual skin type.
Coty’s CoverGirl tied in to Halloween at Walgreens with a sidekick merchandising and particularly highlighting colorful, limited-edition Outlast Lipstain shades, alongside a few other makeup SKUs from the brand. The display invited shoppers to “Get the look” and depicted a QR code that opens up a YouTube Short demonstrating a “spooky Halloween” tutorial using the line's Spider's Web and Fangtastic Outlast Lipstain shades.
Kroger leveraged its new support of local high school football teams in Michigan and retailer-led campaign with a pallet display highlighting its brand partners, which include The J.M. Smucker Co.’s Jif, Energizer, McCormick & Company and Reynolds Consumer Products’ Hefty, to name a few. Spotted in Roseville, the display depicted a QR code directing shoppers to a dedicated microsite (KrogerHighSchoolFootball.com), detailing the campaign’s cause effort, an event locator and featured recipes.
As we continue to enhance our Image Vault, members can always browse through the historical archive using a slew of our filters, including Displays/Signage, Winter Holidays, Football/Super Bowl, Entertainment Tie-Ins/Licensing, Cause Campaigns, Social Media activity and more.