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EVENTS A NOD TO DESIGN INGENUITY Strong industrial design principles were the standout at the Shop! ANZ 2020 Marketing at Retail Awards, with this year’s winners combining ingenuity, design flair, and solid insights to win the hearts, minds and wallets of shoppers in what has inarguably been the toughest environment in living memory. BWy Shop! ANZ General Manager Carla Bridge. hile many FMCG and digital elements to provide shoppers with other retail brands have the next best thing in whatever activity had tremendous success they were pursuing. fuelled by panic buying The most contested category of the (toilet paper and baking ingredients, Shop! Awards for 2020 was once again we’re looking at you!), the in-store marketing discipline was turned upside down last year by a number of factors, including even more stringent clean aisle policies, no merchandisers-in-field staff, difficulty with display production and manufacture and the cancellation of sampling and experiential marketing. Despite the challenges, Australian and New Zealand retail marketers used this as fuel to work harder and smarter in 2020, producing some of the best work seen for years. Judged as the Best Display of 2020 overall in the Shop! Marketing at Retail Awards was Allen’s Modular Snake Unit by Indica Worldwide and id8 Studio for Nestlé, which took the simple idea of the Allen’s Snakes character to the next level to create a versatile and fun point of sale display that stands out in stores. Factors determining the success of retail marketing include how effective a display or overall campaign has been at converting shoppers into purchasers. Effective in-store displays are a balance of eye-catching aesthetics, innovation, and call to action. While for most of 2020 shoppers were forced to become homebodies, FMCG brands took this opportunity to make displays sleek, shiny and larger than life. Standing out was paramount to engaging shoppers, making the recreation of real- life experiences in-store a big drawcard. Outside of the FMCG environment, big retail marketing winners relied heavily on Grocery Store (Food) Temporary Display, and was won by The Mix Agency and Opal Specialty Packaging for their Ferrero Australia Nutella x Smeg winter campaign, which recreated an oversized Smeg toaster. Silver was won by Opal Specialty Packaging and The Mix Agency for the Ferrero Rocher Unwrap Christmas display, while Bronze went to Tag with TMS for Mondelēz’s Cadbury Easter House. When it came to Grocery Store (Food) Permanent Display, Allen’s Modular Snake Unit by Indicia Worldwide and id8Studio took home Gold, followed by Organic & Raw Trading Co’s MOJO Gut Shot Trays with Silver and HH Global’s Extra Expandable Gum Display for Mars Wrigley with Bronze. For Non-Food displays in Grocery stores, Tag scooped both Gold and Silver for Gillette Skinguard Mega Displays and Oral-B Anti-Sweep Push Permanent with UFO Display Solutions respectively, both for Procter & Gamble. Energizer Australia won Bronze for its Xmas 2020 Display by POP This. In the Health & Beauty categories, in Temporary, Gold was awarded to Spark & Ainbow for Nude by Nature Little Wonders, Silver went to POP This for Nude by Nature’s Satin Liquid Lips FSDU, and Bronze to ABBE Corrugated for the Australis Mini Mania Display. For Health & Beauty Permanent, POP This’ Revlon Carousel & Virtual Mirror won Gold, Point Retail’s Australis Big W Cosmetics Destination took Silver for Heritage Brands, and Branded Group won Bronze for Church & Dwight Australia. Petrol, Convenience & Route was won by Red Bull and Boo Group for the Red Bull Music Hotel, with Silver going to Chupa Chups Novelty Totem by ID POP for Stuart Alexander & Co and Perfetti Van Melle, and Bronze to Make Lunch Simple & Different for George Weston Food’s Tip Top brand. More than ever, environmentally sound displays were top of mind for brands and retailers, where again, FMCG brands were leader of the pack with a clean sweep of all three awards. Chep took top honours in Environmental Stewardship for its 1/6 Pallet with Nestlé Australia, while Billy & Margot Petbarn Pallet Display by IVE Group for Real Pet Food came in second and ABBE Corrugated and Indicia Worldwide’s Milky Bar Whirl Dress Up Kit for Nestlé won Bronze. Three new categories were also launched for the 2020 awards: 16 RETAIL WORLD APR, 2021 TO PAGE 19 Awards 2020