Secondary placement displays in merchandising
There are different types of points of purchase in retail chains. Most of the space is taken up by basic - classic shelving, where products are arranged in a certain way using special principles of product layout.
The list of options does not end at the main locations. There are additional locations. They can be temporary or permanent.
What are secondary placement displays?
These are designated small locations where normally impulse goods are placed. These include snacks of all kinds, sweets, alcoholic beverages, gifts, stuffed animals and more.
As a rule, a minimum number of products are selected for such locations. As a result, people do not have too much choice, they see an attractive product and take it immediately. According to statistics, more than 80% of people are prone to impulse purchases.
The list of options does not end at the main locations. There are additional locations. They can be temporary or permanent.
What are secondary placement displays?
These are designated small locations where normally impulse goods are placed. These include snacks of all kinds, sweets, alcoholic beverages, gifts, stuffed animals and more.
As a rule, a minimum number of products are selected for such locations. As a result, people do not have too much choice, they see an attractive product and take it immediately. According to statistics, more than 80% of people are prone to impulse purchases.
Secondary placements are a great tool because it is aimed at a wide segment. But here it is important to recognise that products that are truly attractive to customers should be placed:
- 1Сhoose products with a high turnover
- 2Preferably, they need to be compact in size
- 3It is possible to place promotional products, they are always attractive
Some people think that the tool will get results under any circumstances. They end up placing unpopular positions there. The risk is too high and the probability of profit increase is low. Almost never do such "experiments" yield any results, and there is also a loss of money spent on organising the area (often additional racks and other elements are purchased for such trading places).
Techniques for improving efficiency
The secondary placements are a fairly simple tool that produces excellent results. All you have to do is choose products that are really interesting to customers and stick to these principles:
Techniques for improving efficiency
The secondary placements are a fairly simple tool that produces excellent results. All you have to do is choose products that are really interesting to customers and stick to these principles:
- 1Choose the right location (preferably at the beginning of the customer flow, the checkout area)
- 2Choose how they are organised (simple display, end gondola ends, themed display)
- 3Attract the attention of customers (bright promotional posters and other promotional tools will do the trick)
- 4It is not advisable to have several of these units side by side
Features of advertising
If you decide that a secondary placement display should be supplemented with advertising, you need to pay careful attention to all points:
If you decide that a secondary placement display should be supplemented with advertising, you need to pay careful attention to all points:
- 1Labels, labels, stickers should combine brightness and simplicity, not be too flashy, be memorable
- 2Gifts and bonuses - if you want to stimulate demand, you can give customers anything (t-shirts, cups, caps) or give them coupons for a discount on their next purchase, an opportunity to take advantage of a unique offer (for example, all purchasers of goods get to attend an event from the company)
The secondary placements, like any other sales-promoting tool, requires careful preparation. But with the right approach, it is possible to achieve results. So if you do decide to organise a full-fledged promotion, you need to think through every detail. You need to really assess how much you are willing to invest, to think about the consequences if you do not get those results. Only then organise a product distribution location with lots of promotional elements. This can increase the result.