You may find that the more expensive options are at eye level or just below, while the store’s own brands are placed higher or lower on the shelves. Within these planograms, one phrase commonly used is “eye level is buy level”, indicating that products positioned at eye level are likely to sell better. A planogram is defined as a “diagram or model that indicates the placement of retail products on shelves in order to maximise sales”. When you see items on a supermarket shelf, you are actually looking at a planogram. Have you ever considered how supermarkets decide where to place items on the shelves and, more importantly, why they place them where they do? There are marketing strategies which you may not be aware of that also have an effect on our buying habits. It would be a strong person that does not give way to an impulse buy occasionally and, for the supermarkets, the profits keep flowing. You might think that awareness of these strategies would negate their effectiveness, but that doesn’t appear to be the case. Mark Armstrong analysed retail discounting strategies for The Conversation last year, for example, and the Daily Mail recently published a feature on making “rip offs look like bargains”. Strategies such as those above get reported in the media on a regular basis.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |