Spontaneous purchasing decisions made directly at the point of sale (POS) in the form of impulse buys significantly increase sales and play a considerable role in commercial success.
Labels are a crucial factor in capturing the attention of potential customers and triggering spontaneous purchasing decisions. Meto offers a wide range of informational and promotional labels specifically designed to enhance this effect, going beyond simple product identification.
In this article, we explore how labels function as a marketing tool, the benefits they offer, and how businesses can effectively use them for brand building.
A label can stand out through eye-catching design, carefully selected colours, typography, or special materials. Experience shows that bright colours such as red or green create a strong signal effect – red is generally associated with an attractive price, while green conveys "organic" or "local". A minimalist design can also attract attention, signalling elegance and high quality, often linked to luxury products. Meanwhile, promotional offers tend to use bold fonts and striking visuals. In any case, the right label design makes a significant difference in terms of visibility and the message conveyed.
Beyond their visual impact, labels serve an essential informational function. Price details, shortened shelf-life notifications with corresponding discounts ("Now 20% off!") or QR codes linking to additional information or promotions provide valuable details to potential buyers. Clear and legible information prevents frustration and ensures the message reaches the customer effectively.
Labels also serve as a powerful platform for brand communication. Elements such as logos, slogans, or brand-specific designs enhance brand recognition, ensuring consistency and creating a cohesive impression. The choice of design and materials also plays an important role: eco-friendly labels made from grass paper convey sustainability, while premium materials emphasise product quality. Businesses can use promotional labels to communicate key messages, reflect company values, and strengthen brand identity.
QR codes, competitions, or discount promotions included on informational labels actively engage customers. This interaction not only strengthens brand loyalty but also increases recommendation rates. Additionally, including references to a company’s social media channels on a label can contribute to customer engagement and should be considered in the label's design.
Spontaneous purchasing decisions and impulse buys are particularly significant in grocery retail. They are usually triggered by visual stimuli, such as a product’s strategic placement at checkout or in high-traffic areas, combined with effective promotional labels. Phrases like "today only" or "limited stock" and discounts such as "Now 20% off!" create a sense of urgency, prompting immediate action.
Compared to expensive advertising campaigns, labels are an affordable marketing tool that works directly on the product without requiring additional advertising space while still achieving significant reach.
In grocery retail, it is crucial to quickly sell products nearing their expiration date. Clearly visible price reductions on labels, such as "Short shelf life – 30% off", help achieve this goal.
Labels can be quickly and easily adjusted for current campaigns, seasonal trends, or special promotions, making them a versatile marketing tool.
Attention-grabbing labels provide a competitive advantage by helping products stand out from competitors. Combined with strategic shelf placement, they increase the likelihood of a customer noticing and purchasing the product – and ideally remembering it for future purchases.
Meto offers high-quality informational and promotional labels with a variety of formats and options:
Food-certified materials
Adhesives tailored to different applications
Sustainable options (biodegradable grass paper labels, water-soluble labels)
Custom printing
Dispensing systems for easy POS use
Promotional labels are more than just a practical means of product identification and information delivery – they are a key marketing tool that can boost sales, enhance brand loyalty, and increase competitiveness. With well-thought-out design and strategic implementation at the POS, businesses can leverage labels to achieve long-term success.
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