Do you ever wonder why stores put product displays in certain places? It’s not because it just fits or because it looks good. There are many factors into putting a display where it should be in the store. You don’t find gum in the perfume department or vegetables in the meat department; there is a science that goes behind all product display placement. Also, the size and shape of the display has a lot to do with how we shop as well.
There is a definite science behind placing products in retail stores, and the better a business is at doing it, the more sales and more profit they will make. It all starts with how general the consumer thinks and acts when he or she enters a store.
In particular, where and how the product is positioned on store shelves can either drive their sales through the roof or it can never really reach its full potential. Here at Sharn Enterprises we make custom made displays. Custom made displays are designed to attract the consumers to purchase the product and add it to their other items on their list.
Some of the product placement techniques retail stores like to capitalize on includes:
-Block Placement: This is when like items are placed together.
-Vertical Placement: This term refers to merchandise being displayed on more than one shelf level.
-Commercial Placement: Items with a higher perceived value are given a more “desirable” shelf position, where as items that don’t add much to the bottom line are given a less desirable shelf space.
-Margin Product Placement: The more profit a single item gives the retailer the better position it will receive.
-Market Share Placement: The items that generate the highest revenue are placed where the consumer can easily find them.
All stores devise a blueprint called a planogram. This is a tool retailers use to assist in the merchandising process. A planogram is a drawing or a visual diagram that details where every product should be placed inside a store.
At almost every store we go to, the candy, magazine, and knick-knack shelves are in the check out line. Sure, many of us go into store to get “just what we need,” but there are a few of us that have the sweet tooth or we have that need for “celebrity drama.” It all looks so enticing to us that we just add it into our cart. Small items like this are typically cheap and come in a smaller quantity, whereas in the middle or back of the store it might come in bulk. You almost never see perfume or jewelry in this area. By placing these items near or in the check-out line consumers are more inclined to purchase one of these “impulse” items.
Now, when you’re in the jewelry and fragrance department you never see large displays. Jewelry such as earrings or necklaces, are always placed in smaller, more delicate looking displays that rotate and also lock. When these displays are locked, we all know it means it’s a higher priced item. By having this display locked we are more intrigued to want to touch it, try it on, and see how it looks. Many times this can lead to purchasing this item that you just had to try on.
With all of this said, next time you walk into a grocery or retail store, take a look around and see where things are placed. I bet you smile a little and think to yourself “These stores are pretty clever.”
If you are in the market for a new custom made display or need free display advice, contact one of the members on our design team here at Sharn Enterprises, Inc.!
Visit our website www.sharndisplays.com for any additional information.
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