Brand perception at the point of sale

Shel­ves can be divi­ded into diffe­rent zones. The stret­ching zone (start­ing at 170 cm), the view­ing zone (height from 120 cm to 170 cm), the grip­ping zone (between 80 cm and 120 cm) and finally the bending zone (ever­y­thing below 80 cm).

What custo­mers asso­ciate with your brand is brand percep­tion. This percep­tion can signi­fi­cantly influence purcha­sing decis­i­ons. With POS TUNING you can influence and measure brand percep­tion.

If you evaluate this percep­tion within the indi­vi­dual zones, it beco­mes clear that products in the bending zone are hardly noti­ced or not noti­ced at all. If your brand is only mana­ged in the buck zone, no brand percep­tion can be built up. If a product is placed in the grip­ping zone, brand aware­ness alre­ady increa­ses.

Opti­mal place­ment on the shelf is ther­e­fore essen­tial for buil­ding brand aware­ness.

Barely visi­ble:
Without a push­feed system, the goods are barely in the custo­mer’s field of vision. Due to the diffe­rent view­ing angles, they can some­ti­mes not be seen at all.

Opti­mum visi­bi­lity:
With a push­feed system, all products are always at the front of the shelf and can be seen by custo­mers in all shelf zones.

It could be so simple: products are placed on the shelf or in displays and can compete for custo­mers’ favor. They grab them and buy them. But what sounds so mundane here is actually much more complex. Not all products or brands are sold successfully. They remain undis­co­vered by shop­pers. But why?

To answer this ques­tion, it is important to take a closer look at shel­ving furni­ture or store fittings. They are desi­gned in such a way that the quan­tity of goods can be stored in as little space as possi­ble. The shelf depths allow goods to be filled right up to the back corners. With good shelf main­ten­ance, the store teams ensure that the products are always pulled to the front in rows. This process is very time-consum­ing and labor-inten­sive. With fast-moving items, out-of-stock situa­tions often arise. If there is not enough staff, there may not be time for shelf main­ten­ance. The products then remain at the back of the shelf and are ther­e­fore out of sight for custo­mers.

You can only buy what you can see. And this is the key to successful product place­ment at the point of sale. The purchase decis­ion is made at the shelf front. Custo­mers don’t want to search for long. If a product has to be pains­ta­kin­gly fished out of the depths of the store furni­ture, custo­mers may aban­don their purchase. Products then do not end up in the shop­ping cart, despite good place­ment. Successful brand percep­tion is a combi­na­tion of product place­ment and presen­ta­tion. Perma­nent front presen­ta­ti­ons can be auto­ma­ti­cally ensu­red with the help of push­feed systems. The spring mecha­nism ensu­res that the products always slide forwards. Divi­ders ensure the neces­sary order on the shelf. This is the key to visi­bi­lity and orien­ta­tion at the point of sale.