The positioning of products at the point of sale (POS) is a strategic factor for the success of any retail sales – the visual aspects are great influencers in our decision making.
This is because the POS is the only physical point of contact for customers and the brand’s experience in these spaces can dictate how the relationship between consumers and the products offered by the company will be in the long term.
But with the change in consumer behavior 4.0., who yearns for increasingly personalized and qualified experiences, companies need to adapt: adopt innovation, opt for good practices in the layout formulation and use strategic resources such as music, lighting and signaling.
The important thing is to maintain compliance with your brand platform so that the experience provided is aligned with the company’s values and branding platform. Follow this article to learn more about these best practices. Come on?
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Storytelling applied to product positioning at the POS can be a great differential in your store layout. For that, you need to tell a story that meets your persona’s consumption expectations.
Think about themes (children, adults, seasons, etc.), colors and experiences that will help the buyer in his decision. Change the layout on commemorative dates, when launching new products, and use visuals (images and even videos) whenever possible.
Use the Pyramid Principle
Accommodate the products on the shelves under the requirements of the pyramid principle: add three products of different sizes, so that the most important item — most salable, appealing or with the largest share of sales, for example — is in the center.
You can also arrange them sequentially by size — small, medium, large — this creates a sense of “movement” that often catches consumers’ attention.
Sell benefits and not products
Forget the idea that you sell products altogether. It is necessary to offer customers consumer experiences and the perception that a product will be able to meet this demand will only happen when the customer realizes the tangibility of the benefits that that item proposes.
Therefore, always highlight the advantages of your products and the relationship between cost and benefit, so that the customer recognizes that they will get a good deal even if they have to pay a higher price. This means that your company will sell for the added value and not the price.
Keep the layout organized
Disorganization creates a feeling of unpreparedness and lack of care for the products and customer experience. Regardless of the strategy adopted by the company — separation by brand, by features, by colors, by repetition (a large amount of the same items impacts the customers’ vision), among others — avoid clutter and shelf breakage.
Sometimes, it may be more interesting to opt for the maxim “less is more”, so as not to confuse customers and give the impression of greater organization.
For this it is necessary to consider the characteristics of the POS. If the point of purchase has a faster turnaround, for example, it may be more interesting to reduce the product mix and only include items with higher profitability for the company.
Enjoy the cross-sell
Cross-sell is a sales strategy that allows you to increase the customer’s average ticket. It consists of placing on the shelves products whose consumption experience is complementary to favor the sale by association, either by impulse or by convenience.
For example, place toppers or other nutritional supplementation products on the shelves of PET feed. Thus, it is possible to trigger a demand that perhaps would not exist if the customer did not make the immediate association during the purchase of one of the items.
The positioning of products at points of sale must be consistent with the brand strategy and the specific characteristics of the location. To choose the best layout, monitor the behavior of your customers to define the best practices to guide them in order to ensure agility and satisfaction in the purchase.
Now that you have learned all these strategies, how about getting to know better the best practices of marketing for distributors?