Arranging products on shelves to promote sales
Arrangement of products on shelves does affect how those products sell.
Merchandisers choose a method for displaying a product or sometimes a group
of products because of some of the following factors:
Depending on the price, quality and advertising exposure of a product a
merchandiser may decide to display a product or product line in one of the
following ways:
As a rule, if a display gondola is 5–6 feet high, merchandisers will place
higher-priced merchandise on a shelf that is at about the 3–4 feet level of the
gondola.
Place merchandise between waist and chest height for an average size
woman or man.
Place medium-priced merchandise above the 3½–4 feet level and place
lower-priced merchandise below the 3-feet level.
This arrangement has proven to promote the sale of the higher-priced
merchandise.
This is an example of merchandisers taking the results of research into
consumer behaviour and translating it into action at the store level.Is the product a high profile, nationally advertised product?
Is it a single product or is it part of a product line product from a particular
supplier?
Is the product or products considered a low-priced, a medium-priced, or a
high-priced product compared to other products like it in the market?
Does the product have distinctive labeling that would lend itself to a mass
display or block displaying on shelves?
The style and colour of the labels on some products are specifically
designed so that when several shelves high and a few feet wide are
filled with the product, it catches the eye of the customer from a
distance. This effect is called eye impact.