Sweets — the pleasurable seduction at the POS
The discrepancy between shopping lists and shopping baskets is probably no greater for any product group than for food and beverages. Confectionery is at the very top of this “discipline”.
Consumers are increasingly making spontaneous decisions and ignoring their own shopping plans, their shopping lists and throwing other attractive and “eye-catching” offers impulsively into their shopping trolleys..
This means that, depending on their mood, they buy less, but usually more or something different than planned. In addition to this “disciplinary decline”, there is another phenomenon: the average shopper’s length of stay in the shop continues to decrease! In plain language, this means that the time — the short moment — required to perceive the individual offers tends to decrease steadily!
In this context one has to have high appreciation for the product managers and packaging designers on the one hand, but also deep regret on the other hand:
Experts of this species create “facings” according to all the rules of art and the profound findings of sales psychology. The harmony of colour, design, illustration and text has been perfectly achieved. Every viewer from the target group (and who isn’t?), who consciously looks at this product for only 5 seconds, literally has his mouth watering. The emerging desire for pleasure can hardly be suppressed. The seductive packaging increases the desirability of the appetising product to a maximum. The customer should have access to the presentation! — So much for the recognition!
Now for regret: The 5 seconds contact time are pure utopia! Even one second of “perception” often remains a dream. In many cases the hurried shopper does not notice this great product at all! — Isn’t that regrettable?
And not only that, this has also direct influence on turnover and profit, on regular or second placement. It is obvious: An impulse purchase needs an impulse! — This is triggered by the positive perception in the supermarket.
The causal connection is clear: the better the perceptibility, the higher the chance of sending out positive impulses. Or the brutal reverse conclusion: Products that are not perceived positively have no chance of ending up in the shopping cart as impulse purchases! From this point of view, take a critical look at the presentation of the products in the markets. The P.O.S. as Point of Sales often mutates into a “Part of Stock” at best. After the first products have been sold, the rest disappears into niches that can hardly be seen any more, possibly bags or thin products fall onto the “face” or — even better — are stacked flat on the shelf. Now, at the latest, the point has been reached where the packaging designer’s mood reaches zero!
Weekly performances filled with creative sessions, photo shoots and discussions about layout alternatives are simply a waste of time: No one can see your beautiful product design!
In order to preserve the optimal sales chances, typical impulse purchase articles in particular must be presented with the facing (not in the stack!) in the best visible area on the shelf front.
There are many intelligent solutions for the optimisation of front presentation today like pushfeed or glide systems. Of course, confectionery is the category without limit, where visibility is most important. What people don´t see, they cannot buy. Therefore the best results of sales increase, reduction of shelf maintanance and improvement of shopper orientation are achieved in this category (See case studies here: POS TUNING FALLBEISPIELE). Product designers must love front facing solutions.