Just because you’re not a Big Box outlet, or a name-brand department store, doesn’t imply that you can’t use the same marketing strategies those guys use.
You can.
Even though the major players may all have in-house marketing professionals coming up with POP innovations on their behalf, if you’re a smart entrepreneur, you can scale those innovations to your operation.
Let’s find out how to make big brand marketing tips work for the small guys, so you can take advantage of their tactics in your outlet.
Eye level? Buy level.
Eye level shelves are where the bigger ticket items go. That’s because they’re most likely to be sold quickly in this position. What people see at eye level is what they’re most likely to buy.
Up top, you’re going to place smaller and specialty items. Below, you’re reaching children, so you’re using that shelf to appeal to the nippers. They’ll ask their parents to purchase what they see there. And the bottom shelf? That’s for the budget shoppers, because they’re dedicated to finding a bargain.
You can employ the same strategy in your store by reorganizing your shelves according to the foregoing guidelines.
Your layout herds shoppers.
Did you know that the Big Boxes use their store layouts to direct shoppers to where they want them to go? This tactic operates like an invisible Border Collie, getting everyone going in the same direction.
Creating a good impression at the entrance, then allowing shoppers a specified zone in which they can decompress, is time-honored Big Box strategy. The layout of the store then moves shoppers to the right. From there, they move in a counter-clockwise direction.
The most commonly purchased items are situated furthest from the entrance, inducing shoppers to walk through your other displays to get to them. Small, impulse-buying oriented articles are nearest the cash register, for those last-minute buying decisions.
On a smaller scale, your window is your best friend, as well as your front door. That’s all the first impression you need. To create a decompression zone, don’t crowd the entrance area with merchandise. Allow shoppers to move into the store at their own pace.
From there, restructuring your displays to accommodate the right and clockwise movement of shoppers is your next move. Finally, placing those popular items at the back of the store takes your consumers on a journey which introduces them to other products. Impulse items can be right on the counter, so your customers see them before they pay.
It’s no problem if your brick-and-mortar isn’t big and flashy. You can still use these marketing strategies to get similar sales boost in your store. This is how to make big brand marketing tips work for the small guys.
When you think about it, there are only a few in-store tweaks between you and the kind of savvy, intentional marketing the Big Brands use.
Clip Strip Corp.
Clip Strip Corp. is a leader in innovative retail POP display supports. Contact us to find out more.