A New Common Language for Evaluating Shopper Communication

If you're involved in making qualitative decisions about the design of in-store displays, shelf-talkers and other shopper communications, feedback like this may sound familiar:

"It doesn't WOW me."

"I can't say why, but It's sending the wrong message."

"But we always use blue."

All these may be perfectly valid opinions, but when trying to come to consensus on a design that will move product, they offer almost no objective basis for making a decision. And when multiple stakeholders are involved, the creative process can become as confused as the aftermath at the Tower of Babel.

Even when marketers "go with their gut" and happen upon winning shopper communication, how do they be sure they've done the best they can? And how can they duplicate the "magic formula" in the future without a systematic approach to evaluation?

In developing the 4C's evaluation system, MarketingLab sought a solution to these and other critical challenges. The 4C's formula — Command, Connect, Convey, Close — has provided not only a guide for brands, agencies, retailers and researchers to use in the design process, but a common language for getting their points across during creative discussions and evaluating the artwork's effectiveness in the field.

The 4C's, in fact, proved so successful that SellCheck — a new service company injecting more scientific objectivity into the creation of POS — makes use of the system. The following SellCheck "Cheat Sheet" offers a look at how the 4C's are being employed:

After 6-months in service, SellCheck customers report a high level of satisfaction, particularly with the simplicity and
strength of actionable insights of the service. SellCheck clients enroll online and, within minutes, can upload images of their POS display, answer a set of simple questions and submit the display for evaluation. Within 24 to 48 hours, a seven-page report is returned that systematically scores the POS material using the 4C's along with eye-tracking analysis designed by neuro-marketing software experts, VAS.

By way of the SellCheck report, clients are able to test the effectiveness of their display, and get recommendations for improvements. In fact, manufacturer clients report that using SellCheck to validate the effectiveness of a proposed POS campaign eases sell-in to accounts.

LEARN MORE about the new SellCheck service. Take advantage of a SPECIAL RETAILWIRE INTRODUCTORY TRIAL OFFER...

Fill out the form below to get an instant download of SellCheck: The 4C's of Effective Promotional POS. Details will also be included on a special introductory offer on your first SellCheck POS evaluation.