I’m sure we have all experienced the frustration of trying to get down a store aisle that was too narrow, knocking things off shelves, as we tried to squeeze by another shopper’s cart; or experienced the confusion of trying to find something after walking into a store with randomly placed stacks of boxes as displays and mismarked aisles. The frustration of finding things, struggling through cluttered aisles and looking for pricing can make it enough to simply walk out of the store and go someplace else. This is why appearance and functionality are an important element in positive POS.
If customers cannot locate what they are looking for due to cluttered and congested aisles, they will choose to shop someplace where they can shop without obstructions. This is a vital item to consider when placing endcap displays, seasonal, or sale displays. Look at your space and plot display units accordingly. Don’t use stacks of case boxes with the tops cut off in the middle or at the end of a row as display units. This may be a cheap and quick method of display, but it looks cheap as well. Stacked boxes also increase chances of a customer accidentally knocking a display over on themself or someone else and getting injured creating a liability issue for your business. Another problem with stacked boxes is once the top case is empty, how does the customer get to the product in the closed cases below? If all the cases are opened before being stacked you risk increased spoils from crushed boxes or broken containers. These are just a few of the reasons why it makes more sense to use actual display units located in traffic friendly locations when promoting your sale and seasonal items.
Clearly and accurately marked aisles and directories are also critical. There is nothing more frustrating to a customer in a hurry than going from one end of a store to the other and back again looking for an item because the aisles and directories are inaccurate or out of date. Place signage at both ends of the aisle that contains a list of each category that is on that aisle. Making it easy for your customer to find what they are looking for will not only make your customer happy, but it will increase your sales since not all consumers like to ask for help if they can’t find something.
Have easy to understand pricing posted on the shelves with the item it belongs with. Consumers like to know what they are being asked to pay for something before they reach the register in order to make an informed decision. Make sure sales prices are accurate and visible. Don’t give your customer an unfriendly surprise at checkout when the price is higher than they were expecting to pay.
Besides having an organized customer friendly appearance, having clutter free aisles, easy to read aisle signs and directories, and accurately priced items and shelves creates a good first impression for your customers making them want to become a repeat shopper. Manage your business’ appearance as part of your POS and you’ll see results in your bottom line.