Before section

In order to enhance purchase by our target consumer, we understand that the consumer decision journey is extremely important, focusing on four key components when in store: 1) noticing, 2) Choosing, 3) Purchasing and 4) experience after purchase. The first contact with the consumer would be the entrance to the shop. The use of storm boards or static advertising in the entrance to the shop once inside would initially alert the customer to our product, using images from the photo-shoot advertising ‘caught on Cornetto’. Our next point of advertising which would draw people towards the selling station would be floor stickers directing consumers to the point of sale. This will not only direct people looking for our product, but will entice others to do the same. The selling station will be located near the snack’s section as we want the experience to be associated as a treat. After the brand stated that the product was breaking in its current display/cabinet due to consumers checking to see what flavour to pick and often being thrown back in, we have thought of a new way to showcase the product, eliminating these past problems. The product will be sold via a vending machine design in stores, which will contain a touch screen where consumers can have an interactive experience involving predominantly smell and touch. In addition, the use of modern technology selling a classic product will create a more exciting experience, where consumers may spend more time at the station where the product is being sold. The options on the screen will be a grid visual list of all the Cornetto ice creams available. It will be clearly highlighted that consumers can ‘click on the icons for an aroma surprise’. Integrated as part of the vending machine design will be a photo booth in store. Visual aesthetics of the vending machine and photo – booth will be colourful and bold, using classic stripes, taking consumers back to nostalgic summer prints. Subsequently the visuals will draw people in to going up to the station and the during experience of purchase will cause consumer’s to get involved and stay for longer; further creating experiences and capturing them through the brand.