Home' National Liquor News : NLN JULY 2016 Contents 32 | JULY 2016 NATIONAL LIQUOR NEWS
Last time we reviewed the second of the six 'RSVP3' POP drivers,
space. Here we're going to look at visibility and display as they
apply to an individual category in the store.
SCOPE OF VISIBILITY AND DISPLAY
Visibility and display, for our purposes here, mean temporary materials
rather than permanent category headers.
Unlike space, the scope of visibility is not just what you do at the shelf
or in the 'main aisle' for any given category, it's how you execute that
category around the rest of the store as well. Typically, this will involve
product display as well as signage, although it may involve POS materials
and non-product (such as implementing a wobbler at the spirits shelf in
bottle shops that promotes mixers as add-ons to a purchase).
At shelf and in-aisle, visibility materials can include things like
wobblers, aisle fins or 'blades' that sit perpendicular to the shelf, or
brochures and leaflets containing information about a product. It may
also include hang-sell or clip-strips for products from other categories but
related to similar occasions (one amusing example that did the rounds
recently was breath mint clip-strips next to the condoms).
Secondary or 'off-location' product displays may be at an aisle end, at
counter or checkout, and at various locations around the store. Placement and
effectiveness of displays depend on the objective and the shopper behaviour.
Visibility may also include POS materials with no product display --
wobblers are one example, as are hanging signs.
OBJECTIVES OF VISIBILITY AND DISPLAY
Obviously getting a sale, ideally an incremental one, is the primary objective
of visibility and secondary displays. But there might be others depending
on the content of the offer on the display. This comes back to the growth
objectives discussed in previous articles. You might be wanting to up-trade
shoppers to a more premium item (spend), get them to buy something
additional (AWOP), or simply shore up the sale by preventing aisle avoidance
or get extra category traffic outside of its main location (basket penetration).
But off-location displays can play a couple of other roles. They may
prompt or remind shoppers to buy something that they may have already
intended to, particularly if the display is placed on the way to the main
category. So, the shopper may 'clock' the display and still continue onto
the aisle. Ambient beverage displays are an example of this, when the
shopper is on the way to the fridges or the coolroom.
Displays may also move the sale from the main category back to the
display for something the shopper had already intended to buy, which is
alright as long as you get the sale anyway.
When looking at the ROI of your visibility and display materials, their
role and location should therefore be taken into account.
SHOPPER BEHAVIOUR IMPACTS ON DISPLAY
It's all about leveraging, not just interrupting. Disrupting shoppers on
a mission is as likely to irritate as motivate them, particularly if you've
put a large display in the middle of a thoroughfare that they have to
navigate around. And most shoppers are on missions, particularly if it's
a destination trip for a certain category. They're more open to impulse
when their primary mission is completed. This means that displays on
the way to the coolroom are more likely to be a prompt or reminder,
POINT OF PURCHASE DRIVERS
PART THREE: VISIBILITY AND DISPLAY
NORRELLE GOLDRING FROM GFK DISCUSSES
APPROACHES TO GETTING PRODUCTS AND
PROMOTIONS NOTICED IN-STORE.
rather than shopped (and possibly not seen). Whereas displays between
the coolroom and the checkout may actually be shopped, if they are an
appropriate add-on item. Freestanding displays therefore need to be at
least two-sided to allow for multiple directions of approach.
When shoppers enter a store they are unfamiliar with they will look
up for navigation. So, any promotional hanging signs need to be placed
around or next to category and department headers, not in front of them.
Shopper sightlines are typically between shoulder and bum height, so
displays and display headers should fall into this sightline range. Too low
and they won't see it (and more likely trip over it).
And, because shoppers are moving, the words on the displays and
POS need to be kept to a minimum, three to four words at a maximum,
plus price point. Images rule -- brands, logos, products, colours. This is
because shoppers minimise the amount of navigation and decision making
they have to do and images are more quickly processed than words.
So that's a very top line overview of visibility and display. Next time
we'll look at price and promotion.
ABOUT NORRELLE GOLDRING AND GFK
Norrelle Goldring is shopper lead APAC at global consumer research
and retail datahouse GfK. She has 20 years' experience in retail
research and marketing across manufacturer, retailer and agency roles
with companies ranging from Diageo to Coca-Cola to Vodafone stores.
Norrelle helps improve shopping experiences by understanding how
and why people buy things. Call Norrelle on 0437 335 686 or email
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