How mobile enhances packaging and point of sale at retail

See article: http://www.mobilecommercedaily.com/how-mobile-enhances-packaging-and-point-of-sale-at-retail/

A modern-day grocery or pharmacy is not a friendly zone for the brand. Gone are the halcyon days of “Leave-it-to-Beaver” when brands worked hand-in-hand with the local store owner to sell stuff. Now many retail chains compete on the shelf with competitive generic brands.

The brand’s product and the retail aisle have been in an adversarial relationship for quite some time. The product sits on the shelf presumptuously hoping for the consumer to recall their catchy jingle, celeb ambassador, or signature packaging with little to no help from the retailer.

Indeed, $20 billion is spent on cardboard and plastic to create end-of-aisle CPG displays. The niche vertical is “contact packaging” and is made up of approximately 2,000 small companies across the United States. Their sole mission in life is making your product “pop” in the store and driving more sales. They are the bling of retail.

Money spent on end-of-aisle display in retail stores is set to grow to $50 billion over the next few years because manufacturers are behind the eight ball. This is mainly in the grocery, pharmaceutical, games, electronics and hardware verticals.

How can these brands engage the customer and drive sales more effectively without the cost of cardboard, plastic and detailing?