In a block of SKUs, the most visible is always the first facing on the left

While browsing through products, customers most often concentrate their attention on the facing on the left side of the display, which results from the way of reading the shelf: from left to right. The left facing is not only the most viewed, but also the most frequently bought product.

CONSEQUENCES FOR BUSINESS

Building a visible separation of a particular SKU block requires above all a modification of the left side of the display by:

  • alignment of the SKUs block to the left, which creates a clear-cut, geometric division line
  • drawing attention to the contrast between the SKUs block and products placed
    on the left from the block

It is in the interest of the owner of the SKUs block on the shelf to make sure that it has a clear-cut beginning on the left-hand side. But it is not necessary to build a visible separation from the competing products on the right side of the block. It might even be beneficial to place one’s products on the left from competing products in similar colours, which can be used to create a uniform patch of colour that draws customers’ eyes. Consumers’ choices are located on the left from the patch of colour, exactly where our products are.

CASE STUDY

A manufacturer of pasta compared shelves’ sales effectiveness with various arrangements of SKUs blocks on the shelf. It turned out that SKUs arranged in blocks aligned to the left, thanks to the physical division between the racks of shelves, indeed sell better than SKUs with a less clear division of the block on its left side.

BUSINESS RESULTS

Building blocks of SKUs with a clear-cut division line on the left increases by 35-55%
chances for purchase of products in the block.

TIPS BEFORE APPLICATION:

  • Ask yourself: how to ensure sufficient visibility to the left-hand side of the block?
  • Ask yourself: do products on the left from our block clearly differ from it?
  • Ask yourself: is it possible to use the colour resemblance with the products on the right of the SKUs block in favour of our products, by drawing customers’ eyes to the patch of colour created in this way?