As known, a crucial factor that directly impacts the shopping behavior of consumers (shoppers) is how we present products (Visibility). Therefore, in a context with many brands on the same shelf, the effective display and its influence on the psychology and behavior of shoppers are of paramount importance.
When it comes to product display, the most crucial aspects to consider include space management on shelves, price presentation, ensuring shoppers see promotional materials inside the store, and various marketing programs.
The Key Factors in Product Display That Cannot Be Overlooked
With shelf space, you need to display products in the appropriate category, making it easy for shoppers to navigate. Additionally, the shelf area can also showcase Point of Sale Materials (POSM) that attract attention, prompting consumers to pause.
Shoppers must clearly see the prices of products on the shelves and perceive the corresponding value. This means that the pricing should be visible and the product’s cost should match its quality, allowing for easy comparison with competitors’ prices. Additionally, products should be displayed in a way that effectively communicates their benefits to persuade consumers.
Furthermore, the display should also enable shoppers to see in-store marketing activities, including advertisements, brand messages, posters, and more.
Finally, it’s essential to ensure that shoppers can also view and grasp the key information about any ongoing promotional programs that the store is offering.
Criterias for Product Visibility in Display
To ensure the criteria for product visibility, you need to ensure that customers can: Easily find, locate, and select products from the brand.
Easy to Find
The ‘Easy to Find’ principle means displaying products in such a way that when shoppers enter the store, they can immediately determine the location of the products they need through signage and directional cues. Therefore, you should pay attention to the arrangement of signs and elements that guide the area and shelf orientation, as well as the display areas along the path, to make it easy for customers to locate and choose products.
Easy to Navigate
There are display criteria that indicate the correct standard of visibility, such as displaying according to a planogram, clear message-bearing signs on top of the shelves. These details help customers quickly locate the products.
Easy to Choose
You need to have a clear message, directional program, and ensure there’s information about the product, prices, and promotions. These factors will encourage shoppers to make their product choices. If any of these elements are missing, the likelihood of a purchase decision will be low.
To make it easy for customers to choose, products should be at eye level, angled downwards at approximately 15 degrees, and within arm’s reach for easy access. It’s essential not to place products too high or too low, as this would make it difficult to reach them. The image above also serves as an example of display areas. The more impressive the display, the more it will attract the attention of customers, increasing their likelihood of making a choice.
So, in terms of display, you need to remember the three crucial factors of being easy to find, easy to locate, and easy to choose. To make displays more attractive, selecting the right and efficient shelving is important. Additionally, classifying the store layout for appropriate product placement is equally significant.
With over 20 years of experience, A Dong is now one of the leading companies in the production and comprehensive supply of display and retail products for retail chains such as The Gioi Di Dong, Dien May Xanh, Bach Hoa Xanh, Nha Thuoc An Khang, Ava, Topzone, and more.
ADong’s advantage lies in its ability to provide end-to-end services for a store, from concept design to a fully operational, ready-to-go establishment, all while ensuring consistent product quality and on-time delivery across all product categories
