iXtenso retail trends 3/2019

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MARKETING IMPULSE PURCHASE Signage – the town crier of the checkout area When you walk towards the cash register or stand in line, you have time to look around - and sometimes a well-crafted sign or display catches your eye. Less is more in this setting: it’s better to feature a well-placed point of sale display that catches your eye and stands out versus too many options that are distracting and render each other ineffective. Needless to say, displays on sales counters and cash desks are very striking and catchy. However, retailers should also keep in mind that these are usable surface areas. You can create a great shopping experience if customers know they can put down their wallet and purse without worrying that they might accidentally knock down several displays. A town crier is actually a very fitting analogy in this setting: just like the product mix, the message must be simple, understandable and attractive. ”2-for-1”, ”½ price”, ”this week only” – it is difficult for consumers to escape these strong stimuli because their curiosity is piqued. Looking for a great deal Once the shopping tasks are nearly completed, it’s time for the icing on the cake. This is the moment when retailers can ”strike” one more time. They can take advantage of the feeling of self-satisfaction when customers can say ”My shopping is done”. It’s when customers allow themselves the occasional splurge as a treat or find a great deal as the icing on the cake. THERE ARE SOME SUCCESSFUL IMPULSE TRIGGERS THAT WORK WELL, FAST AND ALMOST UNIVERSALLY: Exclusivity ”Only available here!” Excitement or Novelty ”Brand new, be the first one!” Limited Quantity or Urgency ”While supplies last!” Reference ”Experts recommend” Personalization ”Add your photo” Promotion/Value ”Buy one, get one free!” Author: Julia Pott 40 retail trends | Issue 3/2019
Advertorial Making space, presenting, selling More space in chilled shelves with POS TUNING Products that cannot be shown at the point of sale cannot be bought. Too little space in the chilled shelves also means less turnover for retailers. The solution is apparently quite simple: one more chilled shelf per shelf axis. POS TUNING, the specialist for optimal product presentation at the point of sale, now makes this possible. With the new POS-T PlusOne chilled shelf, retailers get up to 20% more space in the plus refrigeration. Where four shelves previously had space, five shelves now fit into the shelf. The clou: the POS-T PlusOne chilled shelf is so sturdy thanks to its special design that a front folded edge is not necessary. This saves space, one more shelf is installed, and customers continue to get their desired product comfortably. The ideal complement to this is the pushfeed system POS-T Compartment C90. At the same time, this ensures a permanent front presentation of the products on the shelf - even for particularly narrow and tipping products. This also en hances the freshness area. The shelf looks tidy and appealing. Shoppers find their product quickly and reliably, even when stocks are low. The retailer has less effort in shelf maintenance and fewer markdowns. ”The shoppers appreciate a good orientation in the market and at the shelf. A long search can lead to an aborted purchase. With the new POS-T PlusOne chilled shelf together with our pushfeed system Compartment C90, the retailer gets the perfect combination,” says Andreas Hipp auf, Head of Product Management at POS TUNING. The new chilled shelf can be used for all categories in the chilled zone: sliced cheese, sliced meat, convenience of all kinds, bag of salads, chilled drinks and much more. MORE: • turnover • space • overview • order • orientation • visibility • stabilisation • availability • accessibility retail trends | Issue 3/2019 41
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Page 30 and 31: TECHNOLOGY 2020: NEW REGULATIONS Ne
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Page 34 and 35: POS in the cloud: the networked che
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iXtenso retail trends 3/2019

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