Kellogg’s shelf barker: missed opportunity?
WHAT & WHERE
Kellogg’s shelf barker POS, Cereals @ Waitrose Store. Proper splash and dash activity – spend some money, slap something up, see what happens.
WHY & HOW
Feels like activity that benefits retailer/manufacturer relationship more than the shopper.
However, it might be a sign-posting/visibility job.
Perhaps it’s piggybacking learnt in-store visual search strategies – barkers are landmarks. OR Perhaps it’s costly signalling to the shopper, using barker to indicate £££ spent.
One for Kellogg’s themselves… What are the missed opportunities of not taking the basics of signalling value one step further?