- Most of the purchases made at POP are unplanned purchase and subject to impulse purchase. No matter where and in which market you want to gain market share , Impulse for purchase can be triggered by intelligently positioning and merchandising the product at POP(Point Of Purchase) or in shopping area.
There are several basic rules for successful positioning of products in the sales outlet that will initiate the shopping need of consumers. Here are the few tips to convert unplanned purchases to planned purchases.
Corporate Block.
Is the best way to display your products together under one brand name from top to the bottom on category. Corporate blocking are two types horizontal and vertical, corporate block gives strength creates visual impact , and increase brand value at selling area.The best place to have your corporate block in category next to leading brand or first in flow in category shelves before the leading brand.Display your fast moving SKUs in block at level and displays your fixtures next to fast moving skus, this will gives chance to fixture to move from the shelf.
Eye level : what ever displayed at eye level is at the reach of hand, as what ever is at reach of hand is likely to be grabbed. Remember eye level is the Buy level.
Multiple shopping Points in same stores
The Product display in category place in store is essential, category place called primary display, product presence in category is essential and this will be our a most basic job to ensure that our product are presence at primary shelf. on top of that primary display place a multiple shopping points display at one store can be obtained / secured at different places in store. Multiple displays can be built at hot zone at high traffic, traffic building area or in front aisles Gondola.These displays will increase the shopping opportunities and lead to continuous growth .
Merchandising Of FMCG products is the process of effective arranging of product at the selling point inside the store. while arranging the product at shelf following points to be considered.
Facings must be given to sales, means fast moving SKUs will get more space at display. \product must be displayed in block vertically or horizontally at shelf.
Fifo is essential to minimize the returns. Right brand orders of your product and its right implementation at POP is the key, as this help consumers to identify the product easily at selling point, ensure the uniformity and help in monitoring merchandising team activity at each store.
Cross Merchandising or X - Merchandising is positioning the product next to other products in selling area which is complimentary to your products. Examples: Soft drinks display next to snacks or spices next to meat or Milk with cereals.
Cross Promotion: is the joint promotion method such as Buy carton of cereals and Get One Pack of Milk free.
These are the basic of successful positioning of the products inside the store. These are the guidelines of how to develop your FMCG products sale. This should be accompanied with an optimal inventory stock, changes in portfolio, creative impulsive displays, smart price policy and utilizing fresh and innovative PosM.
