To capture the shopper's attention at the point of sale, it's crucial to be visible amidst the vast array of products and the rivalry among competing brands. Creativity and innovation play a key role in strategies to make our products stand out.
In this article, we include some key points worth considering when displaying our products at various points of sale.
One of the most important strategies to consider at the point of sale is to maintain hot spots for our products and turn cold spots into opportunities.
"According to Storecheck data, 44% of shoppers direct their gaze to end caps, another 42% to islands, and 10% to stoppers or shelf hangers."
It's worth mentioning that within supermarkets, points of sale are divided into:
To achieve the proper display of products at the point of sale, it's important to condition the customer's purchase and achieve significant sales. It's worth noting that a good display should contain POP Material (promotional material that accompanies the products on the displays).
The product should be directed towards the visual field; that is, the front part of the product should point towards the shopper.
When displaying products, it's important to respect the minimum surface area a product should have on the shelf so that the consumer can notice it.
It's recommended to have at least three facings; however, if the items are very narrow, it's important that the length is 20 cm so that the shopper can perceive it correctly.
To achieve this, we must identify the planogram; that is, the design that determines how to place a product on the display, whether linear or stand-alone, depending on the assortment or category.
The planogram helps the shopper make their purchase more easily, thanks to the proper organization of the products, and at the same time increases consumer satisfaction. On the other hand, it's important to improve the visual appeal of the shelves, as well as facilitate product restocking.
It's important to mention that it can also help determine how significant the sale is.
When talking about stockouts, we refer to empty spaces on the shelves within the point of sale. Something that seems so simple can have significant consequences, including:
"According to the Shopper Engagement Study conducted by POPAI, 82% of purchase decisions are made at the point of sale."
The shelf is defined as all the space allocated at a point of sale for product display. Overcrowding products on the shelf can lead shoppers to think that these items don't have turnover, resulting in decreased sales. Therefore, some brands leave spaces between products to avoid this erroneous perception.
Why do displays at the point of sale spark the desire to purchase?
Visual messages aim to capture the attention of shoppers within the store, providing them with additional information useful for understanding the product (advantages). In this way, they can position themselves as a good alternative to meet their needs.
Your displays at the point of sale should be your best salesperson, the most productive and efficient, and "Visual Merchandising" should be the art that helps the store increase revenue.
With this type of display, there's a need to surprise the shopper, telling stories through colors that make their shopping experience more attractive, transporting their imagination to various places, and creating new moods alongside unforgettable moments.
The main function of "Visual Merchandising" in a store is to attract buyers and invite them to purchase more. For this reason, Visual Merchandising takes on a strategic role, not only by attractively displaying the product but also by defining shopper behavior, offering them interesting information about the product.
The store layout encompasses not only a sales space but also a shopping experience for the shopper, encouraging them to spend more time in the store discovering everything that's sold inside.
It's important to consider that today, the consumer is exposed to various advertising messages that can become invasive, so being creative and innovative is of utmost importance to stand out from the competition.
One option that can help you is to apply Experiential Marketing; that is, to implement strategies where the brand, through emotions and feelings, creates bonds that last for a long time.
"82% of brands believe they are offering an optimal experience, while 72% of consumers have found inconsistencies in the same experience at some point of contact."
Experiential Marketing utilizes the five senses, aiming to have direct interaction with the shopper and generate human experiences with an interaction that will help establish an emotional bond. This strategy generates a change in the way of communicating with the shopper, where they become the protagonist, and the product only provides an unforgettable experience.
"In a study on customer experience, it mentions that 86% of consumers would pay more for a product or service if it were accompanied by an improved or superior experience compared to the rest."
One of the most recognized examples of Experiential Marketing is the campaign launched by the beer brand Corona. In this campaign, customers were invited to an exclusive and relaxing experience in a luxurious glass cabin, built on a snowy mountaintop.
The goal of this action was to connect consumers with nature while promoting the brand's philosophy of living the moment and escaping from routine.
This type of campaign not only generates a high level of engagement and emotional connection with the brand but also achieves a strong media impact due to its originality and relevance.
Implementing strategies to highlight products at the point of sale is essential to attract shoppers' attention and increase sales.
From choosing hot spots to using innovative displays and offering unique shopping experiences, each strategy contributes to the product’s visibility and positioning.
Remember that creativity and innovation are key to standing out in a competitive market, and using tools like visual merchandising and experiential marketing will allow your brand to create emotional connections with shoppers and stand out from the rest.
Sources:
