Store design and shelving layout have risen to a position of high importance for retailers in recent years – undoubtedly due to the results of millions of dollars’ worth of consumer research that shows the startling effects that the layout of retail shelves can have on sales and overall profits. As professional shelving suppliers with decades of experience, and one of South Africa’s preferred shelving services experts, we love to see our products being used to their fullest potential, and providing a great ROI for our customers. The goal should always be to create a retail space that not only looks great, but also stimulates sales and entices customers to spend more time, and ultimately more money, in your store.
This is the reason that you will always find the bakery, fresh produce and floral departments of most supermarkets near the entrance at the front of the store – the stimulating aromas of fresh baking, the sight of piles of fresh fruit and vegetables, and the scent of fresh flowers immediately set the scene in the customers’ psyche for a long, pleasant trip around the shop. It’s all part of the psychology of buying. Here are out top tips for retail shelving design that provide the best results for retailers.
Top-shelf level is usually just out of eye-level height for most customers, and for that reason doesn’t offer high level profits for the supermarket. It is for this reasons that the top shelf, surprisingly, is where you usually find the best deals, such as house-brand products. Limited ranges and slow sellers also tend to go on the top shelf, so it’s a prime location for gourmet brands that have a smaller customer base.
Often referred to as the bull’s-eye, eye level shelves are where best sellers and leading brands should be placed, front and centre in front of the customers face. Many manufacturers and brands are willing to pay top dollar for their products to be displayed here. Here is where you will usually find high-priced items and items with a high mark-up, so if you’re looking for bargains, try to avoid the shelves in this area.
As any parent knows, if you take your children shopping, you will inevitably end up paying more and buying more non-essentials, such as toys and sweets. Products located at the kids’ level, around waist-high for adults, are those with the best child-attraction power. Think sweets, cereals, fizzy drinks, toys and school stationery. If you look closely at the packaging design for most sweetened breakfast cereals, you will notice that the mascot, whether it’s a tiger, a monkey or a pirate, is ALWAYS looking downwards, towards the eyes of your children, further stimulating desire in their minds.
Large items, such as bulk packages, usually go on the bottom shelf. This is to make it as easy as possible for bulk shoppers to reach and lift the packages off the shelves, as well as keeping bulk items (which usually present low profit margins), out of the bull’s-eye zone that is so valued amongst producers, where high mark-ups are best displayed.