19 EDUCATIONAL TIPS the proverbial bread and milk, still belong at the back of the store. The idea is that consumers will walk past convenience, destination, and occasional/seasonal categories, and will be more likely to make unplanned purchases. Once the shopper is moving along our preferred path within the store, the mission is to get them to place items in the shopping cart. This is where product/shelf placement comes in. We know that the typical shopper gives the most attention to the portion of the shelving located from belt to eye level. This is premium real estate, and should be assigned to high demand, good profit products. Less preferred and larger sized items should be displayed higher or lower. Time and time again, research completed by the Point-ofPurchase Advertising Institute (POPAI) shows that more than half of all purchase decisions are made in-store, so a bit of strategy will help maximize this trend. Point-of-Purchase (P.O.P.) materials are an important element in executing a successful in-store marketing plan. Signage, banners, literature, shelf talkers and other colorful material attract the shopper’s attention by “cutting through the clutter” and providing a message on which to focus. Studies show that people are attracted to signs and are more likely to purchase a “signed” product, even if it is not on sale! Light, motion, and sound are extremely effective in drawing the eye, so video players and digital signage can be very helpful in getting the shopper to slow down and linger within the space. According to David Bell, a marketing professor at the Wharton School of the University of Pennsylvania, “The more time they (shoppers) spend in a store on average, the more things they’re going to buy… they’re going to be stimulated by promotions and things in the environment.” The most memorable stores tend to combine best practices with a little personal flavor. These retailers are clean, organized, and well-stocked, but also include elements that allow the customer to connect with the space. Bass Pro Shop is a master at this, but I’ve also seen this done at small mom-and-pop stores that offer unique products, services, or manners of presentation. The act of retail merchandising involves both an art and a science and is essential for converting visitors into shoppers! Omnichannel selling simply refers to the strategy of fostering sales in anyand-all available sales channels. In 2024, every brick-and-mortar retailer should have an online store and a social media presence. Verbiage on your website should encourage and seek to increase in-store foot traffic; and retail signage should promote your Facebook and Instagram pages and seek to generate social media buzz. Today’s customers want EXPERIENCES and top-tier customer service instead of the stale, vanilla store visits that were accepted in the past. Creating experiences does not have to be complicated or expensive. Consider hosting pop-up events for product launches, offering free ice cream cones, hot dogs, or cappuccinos. This gives customers a reason to visit, which can translate into sales. We’d love to help! Be sure to take advantage of NTP-STAG’s Marketing Garage which offers an array of options (most, FREE) to enhance your marketing plan. From Social Shares to Email Shares to Ad Designer… we have all the tools you need to kick off your omnichannel marketing campaign TODAY! Additionally, our merchandising program offers useful store planning services including design, fixture sourcing and installation services. Whether you need a few shelves, a remodel, or a new store installation, we have you covered with the industry’s only distributor-based, dedicated merchandising team. Contact your local NTP-STAG Sales Consultant today to learn more about these and other programs available to you.
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