Retail Visibility – Is Out of Sight Out of Mind Really True When it Comes to Food Brands?
Product visibility is more important than one may think – particularly when it comes to fast-moving consumer goods.
When you enter a store, a store shelf is your first point of interaction with a product. So, where it sits on the shelf and how it looks makes all the difference.
Why?
Well, the shopper is seeing a number of very similar products (let’s say cereals) laid out across the shelves. If your product isn’t stocked properly, is hidden from the view, or is out-of-stock, the consumer may just opt for the competitor’s product.
This is why in-store product placement has to be a vital part of your sales and marketing strategy.
So, what are the factors that you need to keep into consideration?
I. Visual Appeal is Important
As your customer is scanning the shelf to see what is available, if your product isn’t displayed properly, another product may grab their attention and quickly become a part of their purchase consideration.
This whole process just takes seconds.
By working on your product displays, you can get the attention of your loyal as well as potential customers. You can add colours, depth and imagery to your displays to create a story or just put a short message that resonates with your customer.
The possibilities are truly endless.
II. Branding Should Be Consistent
Research has shown that sticking to one signature colour can increase your brand recognition by a whopping 80%! For instance, we all know that purple is synonymous with Cadbury, orange is synonymous with Home Depot, and red is synonymous with Coca Cola.
So, it is important to make sure that your visuals and displays are consistent with your brand and product identity.
III. Put Yourself in Your Customer’s Shoes
By putting yourself in the position of your customer, you can understand why they have certain preferences and where their behaviours stem from.
By studying the lifestyle and demographics of your target, you can deliver better in-store experiences and improve the in-store placement of your product.
At Storesupport, we help you conduct audits and provide insights. Our observational and activity data can help you access qualitative and quantitative information, right from the field, and make informed decisions on the basis of it.
IV. Customer Service is Vital
Research from Curatti shows that about 73% of consumers love a brand because of its customer service.
Brands that provide good customer service and offer in-store support, such as Apple, experience higher customer retention.
Though, when it comes to food products, how do you ensure a similar level of customer experience? Well, when things return to normalcy, you can get brand ambassadors on-board.
When you’re working with independent retailers, they may not have the resources to focus specifically on your brand – so, you have to take control. Brand ambassadors can educate your customers and retailers.
When the customer knows more about your product and has a positive interaction, they will be more inclined to select it over other alternatives available in the store.
We help you address each of these areas and help you gain visibility by ensuring that:
- Inventory levels are accurate.
- Your products are placed properly on the shelves.
- POP displays and signage are displayed quickly and appropriately.
- Planogram implementation is flawless.
- Brand ambassadors are educating your customers.
- Retail audits are done in a timely manner.
- And much more.
With a field team of more than 500 people, we’re here to support you nationally from coast-to-coast. Learn more about our ADAPT-able in-store merchandising solutions today. Call 1-877-421-5081 or visit www.storesupport.ca.
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