Customer engagement is an enormous consideration in the CPG field. I know there are ‘metrics’ which measure how much was sold, in relation to timing and floor placement, and the supporting advertising (Nielson ratings).
But when in field, do you consider the product and the field of vision of the demographic shopping?
Sometimes, I finish a post and then see a fantastic execution that totally yells the point I was circling within the post.
In my May 5 post, Special Presentation, we were looking at the many different angles and purposes for product presentation vs customer needs.
Have you watched the average Senior or otherwise physically challenged individual in a store? Where is their field of vision?
Designed For That Moment
The graphics and angles of this Genacol shelf tray are presenting a product for pain management. The very horizontal design of the center graphic begs to be set on a lower shelf. WHY? Because when your lower chain (waist through ankles) is hurting, you tend to watch the floor a whole lot more. Think of the phrase “across a crowded room, their gaze met”…it’s this kind of connection, this is customer engagement magic. That lower shelf can be used for something better than Epsom salts. The customer will stop, lean on their cart, and read the marketing, and then most likely add the product to their basket. Genius.
Serving On The Corners
The wing corners in a store can be great real estate or trip zones (and chances are the product will not get purchased if it has to be picked up off the floor). Floor stands are usually NOT put up as they get in the way of floor cleaners and shopping carts, work carts and canes. Sometimes, there is that one that can be placed to serve. Again, the Genacol Brand knows how to capture their customer’s attention at just the height to grab the market. The base is dark and trim, the tray is lighter coloured and will be in the vision to both educate and guide the customer to skirt the base without damaging. The display can also be easily monitored and refilled when it sells.
Just tuck it over a few inches in your mind.
The Market(ing) Season
As we start to steam our way through another shopping season (Holidays and hibernating), we will have pallets of displayers arrive in the store. Our stores have become the less-shopped but higher expectations centres. We have services that are engaged to shop for multiple customers and we have customers that are arriving as they NEED to shop with all their senses. Our corners and spaces are so precious and our marketing placement needs to be on point to connect with all the information that the customer is exposed to outside of the store. Take a look at the displayers and keep up with the current marketing. Those displayers can be your secret weapon to make all those nooks and crannies worth the sales space therein.
Yours In the Store,
Cindy
Merchandiser's Minutes 