Retail product placement seems like a simple concept in theory, but the truth is there are several components to successful product placement that many of us overlook. However, there are also a few key glaring mistakes regarding product placement that you should take care to avoid at all costs! Keep reading to discover these important product placement mistakes you should never make.
Mistake 1 – Reactive Product Placement
There are two types of retail product placement: reactive and proactive. Proactive product placement involves planning for the future, anticipating threats, and avoiding issues before they occur. Reactive product placement describes responding to existing trends and consumer behaviors. You should aim to practice proactive over reactive product placement in your college bookstore because it leads to stronger brand positioning with the products your store carries and anticipates consumers’ behavior before they begin searching through your stock.
Mistake 2 – Cluttered Placement
Cramming a bunch of products too close together is a pitfall we all fall into every now and then, especially when we’re busy juggling several responsibilities at once. When too many products are cluttered and cramped together in one space, it makes it hard for shoppers to focus on what they’re looking for and can even create stress. In turn, this will push customers away as they look for a different section of your store that doesn’t overload their senses. When placing products in your store, always be sure to give each item some space of its own so your shoppers can clearly see what they’re looking for.
Mistake 3 – Weak Cross-Merchandising
Cross-merchandising is the practice of grouping complimentary products together to increase upselling and cross-selling opportunities. Weak cross-merchandising can cause you to miss out on essential sales opportunities that could help you meet crucial sales and revenue goals. Be sure to place complimentary products together with cross-merchandising to make sure your store isn’t missing out on these important sales!
Mistake 4 – Overexposure
We’ve all gotten a bit frustrated when we heard a song too many times, and the same feeling of frustration can happen in retail when a customer sees a product being thrown at them over and over again. Overexposure to products can push shoppers away from products you want to sell and cause you to miss out on important revenue. Next time you think about heavily pushing a product by placing it in several spots in your store to prompt sales, be careful. It might end up having the opposite effect!
Mistake 5 – Ignoring Customer Behavior
Your customers will subconsciously follow a natural path through your store depending on how it’s laid out. Pay attention to how the average customer behaves when they walk into your store. Do they immediately head to the right, walk down the center aisle, or stay near the entrance? Take note of these behaviors and place your products accordingly. If you ignore these behaviors and place high-value products in places they don’t naturally gravitate towards, they will naturally not see these products which will cause you to miss out on important sales.
Sources
https://planohero.com/en/blog/5-common-mistakes-in-using-planograms/
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