Once you have the map created the next step is to build in points of interaction – finding ways to interact with customers as they make their way through your store. There are a number of possibilities that present themselves. You can use signage to direct the customers to a feature. You can create a display (or use a pre-packaged one from a manufacturer). Better still – do more – place the signage and display in the hot zone, add some feature pricing and you have the makings of incremental sales.
How about a real life example? In my local convenience store the owner has placed the lottery kiosk at the back of the store and regularly changes the offerings I see on the way to the kiosk and back to the cash – this week a dump bin full of value-priced CDs, next week a display of the newest offerings from a salty snack or chocolate manufacturer. I know from my own experience in his store that this works. Being creative with this and changing up the displays regularly will create the opportunity to build your transactions with your customers. Just one cautionary note – keep the area clean and tidy so it is visually appealing for the customers. Too much crowded into the hot zone could overwhelm the customer, diluting the impact of feature activity and see them pass through the hot zone without noticing the offering.
So, what works best? Consumer Packaged Goods (CPG) companies can be a wealth of information in this area. From studies on how long it takes a consumer to make a decision on a confectionary item while standing in front of a display to how consumers make the decision on what to purchase, CPG companies can provide insight into your customer and indeed, the temporary and permanent display fixtures they produce are designed to make the most of your store’s hot zones. For retailers working within a franchise operation the Head Office will be a valuable resource – having worked through the studies and details required to provide the best possible store set up and their work with CPG companies they are well positioned to help you make the most of the hot zones in your store.
Take a few simple steps to identify the hot zones within your store and maximize your interaction time with your customer – you’ll like the results.
Tags: assortment optimization, category management, merchandise planning, retail analytics, space management, space optimization