The Happy World of HARIBO

The traditional brand with a history

Kids and Grown-Ups love it so, the happy world of HARIBO.

HARIBO is recognised as making some of the best-known confectionery products in the world.

Starmix, Tangfastics, Supermix, Goldbears, Chamellows pink and white, Jelly Babies and many more are all known and loved by grown-ups and kids alike.

HARIBO have been making sweets which are successfully distributed and sold across the world to a wide variety of retail stores since 1920.

The confectionery market in the UK, as elsewhere, is a very competitive environment and to continue to build brand awareness and loyalty for Haribo’s products through top-class display and merchandising programmes is crucial.

All of the merchandising and in-store display items, whether they be; on- shelf, on a counter, freestanding or gondola displays need to be designed and developed with the goal of improving Haribo sales.

In the UK, one of Haribos’ key retailers is Poundland. Impulse purchases really matter to Haribo.

Impulse POP was asked to design and manufacture a ‘best in class’ freestanding product display to achieve maximum product load- up and to promote the Haribo product ranges to full effect in their key Autumn sales programmes at Poundland.

Working closely with Haribos’ procurement and marketing teams to ensure that brand impact and cost targets were adhered to, the design solution was a colourful metal framed unit with hooks for hanging the product bags, to which there is attached Haribo branded foamex side wings and an interactive spinner selection wheel facility to capture fullest consumer engagement of the product ranges that exist in.. the happy world of Haribo.

Over 830 of these colourful, interactive and highly effective freestanding display units were designed, engineered, manufactured and distributed to Poundland Stores during September 2017 in time for the Poundland Autumn sales programmes

Haribo's Sweet Success: The Art of Captivating Shop Displays

When we think of Haribo, those delightful gummy bears and tangy treats instantly come to mind. But have you ever wondered how these candies catch your eye in stores? Let’s dive into the world of Haribo’s shop displays and discover the magic behind their in-store presence.

A Brief Stroll Down Memory Lane: Haribo's Rich History

Founded in 1920 by Hans Riegel in Bonn, Germany, Haribo has been crafting beloved confectioneries for over a century. From the iconic Goldbears to the zesty Tangfastics, their products have become household favorites. Their catchy jingle, “Kids and grown-ups love it so, the happy world of Haribo,” resonates with many, highlighting their universal appeal.

The Competitive Confectionery Landscape

The candy aisle is a battleground. With numerous brands vying for attention, standing out is crucial. Haribo understands this all too well. To maintain and grow their brand loyalty, especially in competitive markets like the UK, they invest heavily in top-tier display and merchandising strategies.

The Power of In-Store Displays

Imagine walking into a store and being greeted by a vibrant, colorful stand filled with your favorite sweets. That’s the allure of a well-designed display. For Haribo, these aren’t just stands; they’re storytelling tools. Each display aims to:

• Enhance Brand Visibility: Making sure you can’t miss them.

• Boost Impulse Purchases: Tempting you to grab a pack (or two) on a whim.

• Educate Consumers: Showcasing the variety and uniqueness of their products.

Collaborating with Retail Giants

In the UK, Haribo has partnered with major retailers like Poundland. Recognizing the significance of impulse buys, they collaborated to create standout freestanding product displays. The goal? Maximize product exposure and drive sales during key seasons, such as the autumn sales programs.

Designing the Perfect Display

Creating an effective display isn’t just about piling products high. It’s a blend of art and science. Haribo’s approach includes:

• Vibrant Color Schemes: Utilizing their signature bright hues to attract attention.

• Interactive Elements: Incorporating features like spinner selection wheels to engage customers.

• Strategic Product Placement: Ensuring bestsellers are at eye level, making them the first thing shoppers see.

The Role of Interactive Features

Interactive displays are like magnets. They draw customers in, encouraging them to engage with the brand. Haribo’s spinner selection wheel, for instance, adds a playful element, allowing consumers to explore different product ranges in a fun way.

The Importance of Brand Consistency

Consistency is key. All display elements, from the metal frames to the foamex side wings, are meticulously designed to align with Haribo’s brand image. This uniformity reinforces brand recognition and trust among consumers.

Scaling Up: Nationwide Rollout

In September 2017, over 830 of these eye-catching displays were distributed to Poundland stores across the UK. This extensive rollout ensured that wherever customers went, the happy world of Haribo was there to greet them.

Adapting to Market Trends

The confectionery market is ever-evolving. Haribo stays ahead by:

• Monitoring Consumer Preferences: Keeping tabs on flavor trends and popular products.

• Innovating Displays: Regularly updating designs to keep them fresh and relevant.

• Gathering Feedback: Listening to both retailers and consumers to make continuous improvements.

Sustainability in Display Design

In today’s eco-conscious world, sustainability matters. Haribo is exploring:

• Eco-Friendly Materials: Using recyclable or biodegradable components in their displays.

• Modular Designs: Creating displays that can be easily updated or repurposed, reducing waste.

• Energy Efficiency: Incorporating energy-saving features in illuminated displays.

The Impact on Sales

A well-executed display can significantly boost sales. By placing products in high-traffic areas and making them irresistible through engaging designs, Haribo ensures a steady stream of customers reaching for their treats.

Challenges in Display Implementation

It’s not always smooth sailing. Challenges include:

• Space Constraints: Not all stores have ample space for large displays.

• Maintenance: Ensuring displays remain in pristine condition throughout their lifecycle.

• Logistics: Coordinating the production and distribution of displays across multiple locations

The Future of Haribo's In-Store Presence

Looking ahead, Haribo plans to:

• Leverage Technology: Integrating digital elements like QR codes for interactive experiences.

• Personalize Displays: Tailoring designs to specific regions or store demographics.

• Collaborate More Closely with Retailers: Developing bespoke solutions that cater to individual store needs.

FAQs

What makes Haribo's shop displays unique?

• Haribo's displays combine vibrant colors, interactive features, and strategic product placement to create an engaging shopping experience.

How does Haribo choose its retail partners?

• Haribo collaborates with retailers that align with their brand values and have a significant market presence, ensuring maximum product visibility

Are Haribo's displays environmentally friendly?

• Yes, Haribo is actively exploring sustainable materials and designs to minimize their environmental footprint.

How often does Haribo update its display designs?

• Haribo regularly refreshes its displays to keep them relevant and in line with current market trends and consumer preferences.

How often does Haribo update its display designs?

• While large-scale rollouts are common with major retailers, Haribo also offers adaptable display solutions suitable for smaller retail environments.