Product placement in a retail store is so much more than just what looks nice where, or what may fit the best in different areas of the store. There is a definite science to placing products in the retail stores and the better a business is doing at it, the more sales and more profit they will make.
(Image source: wedderburn.com)
It is a known fact that even shopping for bread, butter, or milk may be an overwhelming task for the shoppers if they are provided with a lot of options, or the products are scattered across different corners of the store. Product placement is all about placing the right items at the right places in the retail stores so that the customers can see and reach to their desired products with ease. If you’re struggling with product placement in your store, here are some ideas that will help you dive deep into the customers’ minds, drive added sales and enhanced customer experience.
In-store design elements
Having the best of products without the proper means to showcase them can negatively impact your overall retails sales . Different products need different kinds of display shelves and having the right type of display solution, adds to the overall saleability of a product. For an example to sell electronics items in a store, you need to have display counters designed specifically for the visual presentation that can capture your customer’s attention towards specific products
Consider shoppers’ eye-level
There is a lot to consider while placing the products on display – the height and age of the buyers need to be kept in mind. If it is a toy store, you can’t display the toys from the top shelf. Similarly, you can’t keep cosmetics on the bottom racks at ankle level and expect people to magically find them! There is a definite place for everything and keeping what is required at eye level is the right thing to do. Of course, the bottom level shouldn’t go to waste; larger, heavier items can be placed there for maximum space utilization.
(image source: accurashelving.com)
Elevating products help
Products on display can be kept elevated to a certain level for the buyers to have a better look and feel of them. In case you are into retail sales of clothes, shoes, or ornaments, displaying the products just above the level of the eyes is a wise thing to do. An electronics store may also employ this strategy for the onlookers to have a richer glimpse of the available inventory of electronics and accessories. It catches the attention of prospective customers faster and often leading to impulse sales.
(Image source: cnsdisplays.com)
Rotating products may refer to two aspects in the retail environment – moving around of the products to various locations inside your store, and actually rotating the products for customers to see the same item from various angles. Moving the products around in your store may allow you to find the best place for showcasing a particular merchandise based upon the customers’ behaviour. Allowing customers to see the same item from different sides and angles helps them explore better and take decisions based on what they see, not on what they have heard.
(Image source: squidbone.com)
Less is more
Too many options impacts the ability of a buyer to finalize one item confidently, while having less options available actually makes them decide on one they like the most and go for it. This has been proved by an experiment conducted Columbia University. They asked customers in a grocery store to sample a line of jams. Two groups were formed; one was presented with a large display of jams, while the other group had a small display to choose from. Both the groups had the liberty to taste the jams and get a discount coupon in case they wanted to buy any. The study found out that 30% the customers presented with the smaller display made a purchase and only 3% the customers for the larger display.
Segmenting and product assortment
The number and types of products displayed in a certain category is also a big influencer when it comes to creating your brand value among the customers; a proper assortment strategy based on product price, quality, colour, style, scent, and other features is a must. If someone is looking for premium-quality skincare products, they shouldn’t have to search for those on the regular toiletries’ shelves.
(Image source: Skillshare.com)
Grouping similar products – not always the best option
Most of the times, grouping similar products together may prove to be a good move, but not always. While that segment may perform exceptionally well, the other areas inside the store may end up being neglected. The idea is to keep experimenting with the placement of similar products unless a right balance is found out. Whether they should be grouped together, or kept at distances in order for the shoppers to walk more, can be ascertained after analysing the behaviour of the customers and the final sales figures.
Product placement requires a strategic planning, right from the store layout, design of the in-store elements, to the location of products. Is your retail store optimised for better in-store experience, we would love to hear your thoughts in the comments.