Left-hand side stands for rational thinking

In countries where the Latin alphabet is in common use, categories in which a systematic review of available offer is important are analysed on the shelf by customers from left to right – according to the habit of reading texts and product labels. Looking to the left is connected with brain activity responsible for memory and recalling previously learned patterns.

CONSEQUENCES FOR BUSINESS

Building a strong position on the left side of the shelf is important in the case of products which belong to the category that is not characterised by strong impulsiveness, in which people accept the first best alternative.

CASE STUDY

A manufacturer of pasta observed that products placed on the left-hand side of the shelf sell significantly better than rival ones located in other places. It has been remarked that chances for the purchase of products from the left side is greater, because in the pasta category there exists a characteristic habit of browsing through products in order to find a suitable culinary inspiration/a match for the occasion for consumption. Browsing through products begins from the left-hand side and if the first good alternative is accepted, products are statistically more frequently chosen at the beginning of this process. Chances for the choice of pasta products on the left-hand side of a long shopping aisle increases by over 60% in comparison to other places on the shelf.

BUSINESS RESULTS

Appropriate placement, i.e. on the left, of the product belonging to the category which requires this mode of browsing the shelf allows to increase the chances for purchase even by 60–70%.

TIPS BEFORE APPLICATION:

  • Ask yourself: what does the decision-making process for choosing these products look like?
  • Ask yourself: How much time do people spend on the category? Are they motivated to study it systematically before making a decision, or do they rather buy impulsively?