Merchandising and In Store Promotions
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& In Store Promotions
"70 percent of shopper purchase decisions are made in store"
Even when Shoppers have planned which category they will buy from, the decision on which Brand to buy is left until inside the store for 28% of shoppers.Research
1 IN 10
Will switch Brands inside the store. Given how many different Brands exist on shelves in each category, Marketers must activate their Brands in-store or Shoppers will switch.
It takes time for people to acclimate to a retail environment, so don’t try to achieve something critical in the immediate area by the door. They will blow right by, hence the term “decompression zone”.
Create a “Power” display that will act as a speed bump and also a billboard.
Don’t forget the sidewalk…clearance items create excitement.
Typically, shoppers position themselves in the center of one aisle or location and begin reviewing a 4’x6’ section at slightly below eye-level, close to the product that has the greatest visual contrast - Tactical Insight Group
"capture rate" (the percentage of customers who actually "see" a given product on the shelf)
The "boomerang rate" (the percentage of shoppers who failed to walk down the full aisle),
A great sign in the wrong place is worse than a so-so sign in the right place.
Your store is a 3-D TV commercial.Get their attention. Then deliver clear, logical information.
Signs can multiply the power of a price reduction by a factor of six.
Pictures tell a thousand words.Checkout areas are perfect for longer messages.
Point – Of – Purchase is the most critical component of any successful marketing campaign because it exist at the point of ‘convergence’.
At no other instance are people, products and money in the same place….
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