Are my additional displays yielding optimal performance?
Great fun working with additional displays to drive product performance. Specially in the context of large competitive categories, offering wide product selections, each fighting for shopper attention in long and seemingly similar aisles.
Additional displays, including end caps, hanging displays, custom floor displays, etc. are great tools to create branding and activation opportunities in the store, where final decisions are made.
In getting the most out of our investments in additional displays we constantly face two main challenges: where to place them in the store, and what product to put in them.
Stores have unique traffic patterns, and tend to shape traffic flow a certain way, more intrinsically by how they are designed, and more dynamically through temporary changes such as additional displays. In recent studies I have seen the direct impact of proximity to cash registers, location of destination categories, placement of pallets in the center of the aisle, and placement of custom floor displays, on how the traffic pattern is shaped in the store.
The image below, as an example, shows an interesting and possibly counterintuitive relationship between end caps placed near the checkout zones and in the center aisle. Surprisingly, higher traffic, and more interestingly, a higher conversion rate, was measured in the end caps in the center aisle, than those near the checkout zone.
Another great example below shows how aisle 6 has the highest traffic volume, but aisle 5 has a much better conversion rate. Also interesting how traffic does not flow evenly throughout the store, but favors the left aisles, with highest traffic on the opposite side.
So how do we drive more traffic to the better performing areas of the store, or how do we improve the performance of the areas with the highest traffic?
Another unique challenge in optimizing the use of additional displays, is how to configure it to drive the right combination of branding and conversions.
Other recent studies have surprisingly shown planograms that favor branding and innovation in their configuration, driving conversions much more effectively than planograms built around leading products. I have also seen product placed in upper right and upper left corners of the display challenging generally accepted assumptions about eye level placement and its effect on shopper engagement.
Below is an example of in-store planogram testing, where the branding value of the additional display is obvious, yet the incremental conversions are not significant.
Here is another example of an in-store planogram test, that shows how the same planogram 3 had both the worst and the best performance, based on the store it was tested.
It is very exciting to see how in-store observation through technology is helping us solve great puzzles, challenge myths, and deliver exceptional shopping experiences.
Additional information on Shopperception’s methodology – commercial overview.
Look forward to your comments.
See you in the store!