In many of the shopper studies I have been involved with the correlation between touch at the main section and eventual purchase is very high. However this correlation drops when the shopper touches product on display away from the main section.

Because of this, try to find ways to invite the shopper to touch the product.

An interesting execution of this idea came from Heineken in 2011 where they introduced the new Touch can. Filip Wouters, vice president of marketing for Heineken, said at the time that, “the innovative ink technology creates a unique texture that is immediately noticeable and creates a more enjoyable drinking experience for our consumers through the sense of touch. The new design stands out better on shelf, in the cold box and on display.” (BarBizMag, 2011)

Reference

BarBizMag. (2011). New Heineken Can Has Contemporary Look. BarBizMag.com.