ShopComm held the webinar Modern Grocery is The New Canvas: Creativity That Converts Shoppers, exploring how in-store creativity can engage shoppers, build brand recall, and drive sales.
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ShopComm held a webinar titled Modern Grocery is The New Canvas: Creativity That Converts Shoppers on Wednesday, 6 August 2024. The session featured Irwan Ardiansyah, President Director of ShopComm, and Asha Saira, GM Creative Project of ShopComm, as the main speakers. Fanny Rahmasari, GM People & Communication of ShopComm, served as the moderator.
The event brought together brand marketers, retailers, agencies, and academics to explore how creativity in the modern grocery space can drive shopper engagement and boost sales.
Here are the key takeaways from the session.
Modern Grocery: A Shifting Landscape
Grocery retail in Indonesia is evolving. Urban lifestyles, omnichannel shopping habits, and rising competition have changed how people shop. Online platforms influence pre-purchase thinking, but the store remains the critical “moment of truth” where buying decisions are made.
Shoppers are now time poor but choice rich. They expect efficiency yet still want experiences. Modern grocery marketing strategies must blend digital insights with impactful in-store creativity to cut through distractions and drive action.
Creativity as a Strategic Advantage
Understanding Today’s Shoppers
Today’s shoppers are selective and quick to decide. They respond to cues that go beyond price, colors that evoke trust, jingles that trigger recall, displays that invite interaction. The webinar reinforced that connecting emotionally and engaging multiple senses makes a brand more memorable.
Turning the Store into a Story
Instead of treating aisles as static shelves, brands can turn them into storytelling zones. Every display, floor sticker, and banner becomes a chapter in the brand’s narrative. The store becomes a living brand experience, where visuals, sounds, and even scents work together to capture attention.
Creative Execution That Converts
The webinar shared practical tactics that deliver results:
- Visual Dominance: Standout shelf branding, floor decals that guide movement, and trolley ads that travel through the store.
- Audio Triggers: Short sound cues or jingles that stick in the mind right when shoppers are deciding.
- Interactive Touchpoints: QR codes for special offers, AR experiences for gamified shopping, or sampling stations to encourage trial.
One ShopComm case showed that pairing shelf media with in-store audio cues significantly boosted purchase intent, proof that creativity can translate into measurable sales.
From Insight to Action
Speakers left attendees with clear principles:
- Keep It Short & Bold: Shoppers decide in seconds — if your message isn’t clear instantly, it’s too long.
- Be Consistent Across Channels: Align in-store and online branding for trust and recall.
- Design for Shopper Flow: Place messages in high-traffic, high-visibility areas like entry points and eye-level shelves.
Brands can start by auditing their in-store presence, identifying creative gaps, and testing ideas in select locations before scaling.
Why This Matters Now
With shoppers returning post-pandemic, expectations have shifted. They still want convenience, but they also appreciate moments of delight. Rising competition and price sensitivity mean brands must work harder to win loyalty.
Creativity in modern grocery isn’t just decorative. It’s strategic. By treating the store as a canvas, brands can create lasting impressions that drive real behavior at the point of sale.
Make Your Canvas Count
Modern grocery is no longer just about products on shelves. It’s about crafting experiences that connect, inspire, and convert. Every aisle is an opportunity. Every display is a story.
Want to transform your retail presence into a shopper magnet? Contact the ShopComm team to explore creative retail solutions that deliver measurable results.
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