by Kyla Camille | Negosentro.com |
Product placement is the next of kin to every production process. You can have a great business idea and start manufacturing outstanding products based on it, but it is not enough to succeed. The marketing aspect of production on the global level has become so strong that it can either launch or bury every single business. And its most sensitive part is its direct communication with buyers, conducted at various points of sale.
The process of placing products in supermarkets directly affects sales. It is a well-known fact that products placed at the same level with buyers’ eyes have higher sales than the ones arranged high or low on supermarket racks. Of course, sales can be increased through some other effective solutions. One of them is installing special stands at ends of aisles to inform buyers on the introduction of new products. So, if your business is launching a new line of products, starting a marketing campaign with promotional stands in different supermarket is a great idea. Also, giving away special samples will give your customers and other buyers an incentive to start using and buying the product(s) in question.
Special islands of products
As you must have noticed, products in supermarkets and shopping malls are not placed only on racks. In addition to that end-of-the-aisle tactic, shrewd marketers use another special strategy to win the attention of their target buyers – product islands. Those piles of products have a function similar to that of supermarket stands – special promotions. Be it a sale due to a close expiration date or a nudge for buyers to get products that have not sold well at lower prices, forming product islands is an efficient way of increasing your sales, freeing space in your warehouses and creating new demand for that sort of products. The ideal place for creating those islands is between the racks and the counter, which is why we use the point of purchase to influence the buyers.
Scattered round malls
In addition to supermarkets, every wise businessperson should know or learn that their big brothers, i.e. shopping malls, can also serve as incredibly useful sale points. A well-devised marketing strategy for malls should be based on specialized stalls. The essence of promotion is the same as the one in supermarkets. However, since the target audience here is much more divergent, it is smart to hire people trained to promote products in trade shows. Here you have to present the product(s) from the very beginning, while in supermarkets you have buyers who know what they want to buy. Read more about the kiosk strategy here, in a piece brought by the NY Times.
Closer to counter, closer to sale
The biggest potential for sudden purchases lies right next to the countertop. This is why large companies usually use that potential to make the best use of POS displays and keep their sales on a high level. It might be a hard task for small businesses to place their products close to the counter at the beginning. However, they should not give up, but keep working on their visions, hoping that one day their brand will reach the counter racks. In the meantime, they should think locally and try to get near-the-counter positions in their local stores.
Since point-of-sale solutions are evergreen strategies in product marketing and placement, business owners should use them as much as possible. Of course, when you are still a small business, the road to attractive points of sale is a rocky one. But as your business keeps developing, it will be getting better positions. The key point of points of sale is always pushing forward and coming up with new products, to win as attractive position as possible and increase your sales.