Placing the product at the end of the aisle can result in the purchase

In certain product categories, the purchase involves a special engagement and the pleasure of choosing. An example of such a category are confectionary products. Shoppers want to put in their basket the product which they will enjoy the most (unless they are looking to immediately satisfy their hunger). Sometimes the best chances for purchase in such categories appear at the very end of the display.

CONSEQUENCES FOR BUSINESS

For products in certain categories the beginning of the shelf is too early a place to conclude the transaction/purchase. Business decisions connected with the product placement should take into consideration the decision-making process in the store and the place where such a process can be concluded with a purchase.

CASE STUDY

A confectionary manufacturer compared chances for a chocolate product purchase from the beginning and the end of a confectionary shelf by comparing planograms for displays of similar scope. The result of the comparison showed that the beginning of the shelf is sales-wise a much weaker spot than the end, where shopping decisions were concluded. The sales from the end of the shelf were 3 times higher than from its beginning.

BUSINESS RESULTS

Identifying the nature of the decision-making process and appropriately adjusting the closing point of a transaction for a particular product can increase chances of sale several times.

TIPS BEFORE APPLICATION:

  • Ask yourself: What is the nature of the decision-making process in the category? Do customers enjoy browsing through the category and is it supposed to be concluded with the best choice?