In modern retail outlets, where sales are carried out on a self-service basis and there are no sales staff in contact with the public, the label has a fundamental function in communicating the product to the consumer.
Commenting on a pack of cherries on sale at Sainsbury's pointed out by British journalist Chris White, fresh produce marketing and communication expert Anna Parello analysed the label and drew some conclusions:
This label is an interesting example that gathers, in a small space, a concentration of clear, simple, comprehensible information that accompanies the consumer in his purchasing experience from the choice phase to the consumption phase. Moreover, the product is differentiated, offering the consumer additional value in terms of environmental, taste, educational, anti-waste and information.
"All this information in very little space translates into a gentle push to purchase," concludes Anna Parello, "A fine example of effective marketing, which other manufacturers and distributors could be inspired by".
Spanish 30mm+ Santina cherries sold at Sainsbury's
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