Discover how PT Sayap Mas Utama’s (Wings Group’s) K Natural White leveraged ShopComm’s expertise to transform its position in the body wash market through an in-store campaign that combined physical sensory interactions and online user-generated content.
The Challenge:
K Natural White needed to differentiate itself in a crowded body wash market and highlight its unique selling proposition—an elegant, Korean-inspired ingredient—all within the confines of a single in-store media campaign cycle. This required a creative and comprehensive approach to effectively differentiate K Natural White from its competitors.
For ShopComm, this meant two primary challenges:
1. Sensory Engagement: There was a need to offer an in-store experience that surpassed online shopping, enabling customers to physically interact with the product and directly engage with their unique 'Jeju Lemon' scent. This was crucial as our data shows that 95% of shoppers make their final purchasing decisions in-store, influenced by real-time interactions and experiences with the product.
2. Building Consumer Trust: Our data showed that product reviews heavily influence shopper behavior in Indonesia—67% of shoppers aged 20-49 years and 65% from the middle to upper socioeconomic classes. Iit was essential to integrate credible product ratings prominently within the in-store media campaign.
The Solution
To address these challenges, ShopComm developed a comprehensive in-store media strategy that tackled both sensory appeal and the credibility of consumer feedback:
1. Shelf Ads with Product Tester: Positioned throughout major retail chains in Java, including several well-known stores sunch as Borma, Naga, Prama, Superindo, Surya Toserba, Suzuya Superstore and more, these Self Ads featured K Natural White’s products with an opportunity for customers to experience its unique ‘Jeju Lemon’ fragrance firsthand. This direct interaction was aimed at enhancing product allure and encouraging on-the-spot purchasing decisions.
2. Prominent Display of Oresa Ratings: Each Shelf Ad prominently featured the Oresa rating, highlighting the product’s quality and bolstering consumer confidence. This strategic placement ensured that ratings were visible at the point of decision-making, complementing the sensory experience with a stamp of quality from other consumers.
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3. Engaging and Interactive Ads: The campaign utilized visually and sensorially engaging ads that included QR codes leading to online reviews, blending digital engagement with physical product interaction to enrich the shopping experience.
The Result
ShopComm’s comprehensive in-store strategy for K Natural White set an example for how sensory experiences and consumer ratings can synergize to drive brand success. The campaign proved that in-store experiences, particularly those that engage the senses, are unmatched by online alternatives, leading to higher consumer engagement and satisfaction.
- Increased Consumer Engagement: The campaign's focus on the unique fragrance encouraged greater interaction, significantly impacting purchase decisions.
- Elevated Brand Trust and Recognition: By showcasing the Oresa ratings alongside the product, K Natural White reinforced its credibility and quality.
The combination of sensory samples and verified ratings led to a noticeable increase in consumer engagement and brand awareness. This strategy, supported by robust consumer behavior data and the strategic use of sensory marketing alongside trusted ratings, helped set K Natural White’s products apart, redefining product marketing in Indonesia’s competitive body wash market.
ShopComm Team Credits:
Sales Director: Nancy Purba
Sales General Manager: Novyda Febrianti
Client Service: Anugrah Pandu Satrio
Operations Director: Ine Marasudin
Senior Creative Design Manager: Fuad Syaja
Head of Creative: Slamet Prayitno
Production, Design & Development Director: Luki Kuswinarni
About ShopComm
ShopComm help brands communicate with shoppers through in-store advertising, retail audiovisual, product demonstration, sampling and activation, merchandising, and loyalty marketing to create brand experience throughout the shopper’s journey. For more information about ShopComm, get in touch with us:
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