How to Optimize Product Placement and Get the Most Out of In-Store Marketing
It can be very overwhelming to be a consumer in today's world. When shoppers go to the store, they undergo a sensory overload in which hundreds of different sights, sounds and smells seem to be competing for their attention.
Even a simple grocery store run for basics such as milk and bread can become complicated, as people now have a myriad of options from which to choose. Do they want organic and hormone-free? Low-fat or skim? Whole wheat or sprouted grain? Low carb or high fiber?
The options are endless, and in this deluge, it can be very difficult for companies to make their products stand out on the shelves. Staying relevant in this economy is no easy feat, especially when you're competing against hundreds of other brands in-store. Commercials and advertisements only go so far; you also need to maximize your in-store marketing and ensure that shoppers seek out your brand while they're actually in-store.
Luckily, there are several ways that companies can optimize their product placement and catch a shopper's eye. Here's how you can make sure that your brand gets the attention it deserves:
1. Less is sometimes more: Cluttered categories rife with a plethora of SKUs may be ripe for weaning. What if providing shoppers with fewer choices made it easier for them to decide what to buy? Recent research has shown that consumers tend to be paralyzed when they're faced with too many options.
In fact, a study by Columbia University presented people with the opportunity to sample a line of jams in a grocery store. One group of shoppers was presented with a large display to choose from, while the others were presented with a small display. Both groups were given the opportunity to sample the flavors as well as a coupon for purchase. However, only 3 percent of people who stood before the large jam display ended up buying a product, as opposed to 30 percent of people who went to the small display.