Retailers talk a lot about visual merchandising, usually in terms of store fixtures and display design. But how do you decide which products to display in specific locations around your store? Product placement has a tremendous influence on sales, yet it can be something of a conundrum.
Product placement matters regardless what type of merchandise you sell or the size of your store. Supermarkets and others that sell food have special challenges, because these products are perishable. If they don’t sell quickly, you may lose your inventory investment rather than turning a profit.
Done right, product placement is carefully and strategically planned. Many studies have been done on how well products sell in various display locations. Researchers continue to study the science behind shopping behavior. There are many variables, because human beings are so complex. Nonetheless, we already know many things that can help retailers position products for maximum sales performance.
It starts with your planogram. More than a floor plan, a planogram can (and should) map out precisely which products go on each shelf. Here are some factors you’ll want to consider:
Shopping is a sensual experience. Fragrant flowers, the wonderful smell of fresh-baked cookies, and the aroma of chickens roasting on a rotisserie say all “wow, this place is wonderful!” They entice people to buy things they had no intention of purchasing.
Marketer Cintia Miranda says, “Presenting your offering in a way that’s both logical and irresistible to customers means they’ll be more likely to expand their purchase.” She offers some great tips for seasonal product placement that apply equally well all year long.