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Abstract:
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6-Pack crisps are one of the main products sold by PepsiCo using the standard shelf storage options offered by Tesco PLC. While presenting specific packaging involves a multitude of variables. This report focusses on cognitive recognition, brand confusion and product attractiveness. PepsiCo asked the research team to investigate innovative ways of presenting the crisp 6-pack variant on instore displays. research shows that attraction is crucial in the form of expected rewards. The combination of cognitive recognition and customer attraction relates to brand confusion in the loss or increase of sales in an increasingly competitive market. The problem as portrait is a situation where the product is no longer in the shelf due to consumption patterns. Therefore, the research group decided that there must be a multitude of variables at play. The option to solve the problem using technology in the standard Tesco shelves was dismissed as the construction was not flexible enough to incorporate this kind of complexity needed for the upgrade to be viable. The decision was made to design a shelving solution that would be upgradable with modern technology’s. Deciding what kind of mechanisms would be available generated 4 basic principles mill, pulley, gravity and facing. After carefully selecting a multitude of criteria and weighing factors the design matrix was used to select the most suitable design. The 4 options displayed in appendix VI were rated and the results were put into the matrix (see appendix II). The pulley system clearly preformed best in the most important criteria like enhanced visual appearance, increased amount of kg/ shelf and consumer access. The availability of including smart technologies on a relatively easy basis is a pre-for future sustainability of the product making this design the overall the most suitable choice. The whole shape and appearance of the body-design was meant to be as simple and minimalistic as possible to highlight the crisps. The height of the pick-up window is positioned at hand level to provide effortless accessibility to obtain the package, while the upper layer covers eye level. The customer is not disturbed by half-empty and messy packaging inside the shelf. The clear design of the front wall provides advertisement space, product information, brand identity, pricing, discount alerts and communication with customers in general. The main body covers the mechanical parts and is made from white acrylic, both sides contain transparent material showing the internal mechanism. Monochromatic colors support the simple shape and lightness of its design. As was mentioned above, the minimalist and clear design is useful for advertisement sections and it could increase the customer’s attraction with motion graphics, touch sensors, interactive screens, etc. On the other hand, the use of intelligent technologies like weight sensors for automatic stocking and sensors for movement detection would also increase sales opportunities. The final product will potentially improve the current situation and create a template for future development incorporating smart technology. The short-term implications are therefore limited to the display of a new concept for presenting the product on a shelving solution. The long-term could potentially involve future development into automating the entire shelf, increasing the overall effectiveness, sales capability’s and services in all stores subjected to the new machines. The recommendation is to continue the expanse of the project, proceeding to the next step which consists out of building a fully automated prototype to create a visual showcase of the hidden potential. The base concept is available as a template that can be subjected to all kinds of electronic improvements. The time necessary to complete this step is subjective to the experience of the builders as the blueprints are available. |
