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I went to D-Mart the other day to buy some provisions for home. As I waited my turn at the cash counter, what struck me is the fight for shelf space at the cash tills. What began as point of connect for impulse purchase items like chocolates and chewing gums now has beverages, dairy products and even movie titles been retailed near the counter.
And it make complete sense for these categories to position themselves near the cash tills. With various SKU sizes, the smaller packs with the lowest price denominator are placed as customers wait in queue to pay. And it becomes more of an impulse purchase to pick up a Rs 35 movie VCD kept near the cash counter, as one never plans for such purchases.
But what's lacking in my opinion is display of merchandise. Most of the counter tops are haphardly kept with products overflowing. It seems the retailer is trying to get the maximum out of the limited space. One needs to understand standees and counter tops near the cash counters also need the same attention as any of the regular shelf in a retail outlet. More emphasis on merchandising like signages and posters to make it look attractive also adds to the allure.
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Modern retail has change the way the consumers buy. In earlier days people used to buy to fulfill their needs whereas today it’s more of impulse buying. The culture of sending a list to the neighborhood grocer or buying just on festivals has been replaced by a walk in the mall with family to pick all that you see and feel the urge to buy. Every other day you see some or the other retailer launching discount offers & people visiting the store in herds. Some retailers have created records by clocking sales that one would have never imagined in past. Customers’ waiting in long queue at the cash counters is a common site these days at many such malls.
Point of Purchase (POP) or Point Of Sale (POS) displays play an important role in influencing impulse buying. A classic example is beverage companies like Pepsi & Coco-cola; since they entered the Indian market and introduced the POS display cum dispenser the sales have increased significantly. There is a famous saying in Hindi “Jo Dikta Hai Vo Bigta Hai” it goes well with the retail trade. An attractive display at the retail counter ensures good visibility and subsequent sale.
Although few International & Indian brands have made efforts to make buying an experience rather than need, a lot needs to be done towards improving the way products are displayed and sold.
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