POS & MERCHANDISING


SECURE PROFITS T


Carl Kammerling International brand manager for Kasp Tina Skinner explains how retailers who explore the psychology of merchandising and customer habits can expect a boost to sales – in the security category and beyond.


he psychology of merchandising and customer habits is not to be sniffed at. Take a look at the leading


supermarkets, for example. They may be worlds apart from hardware outlets in terms of stock but perfect product positioning, the correct use of colour, and modern, well- presented merchandising units all act to manipulate customer’s buying decisions. So what can retailers learn from this?


Colour me happy Visibility is key. Using colour in store is an effective but simple way to persuade consumers to buy. It draws their attention to particular products and can inspire them to make a purchase. A merchandiser should not just be a means for hanging stock, but should act as an effective in-store marketing structure, to sell stock and perform the role of a silent salesperson. To appeal to customers, retailers should incorporate attractive, modern merchandisers that are bright, colourful, well lit and clearly visible – as these will naturally attract the most attention, encourage


in reassuring consumers that the product is of good quality.


Modern, well-presented merchandising units can encourage spend purchases and aid


Balance Triangular balance is a method used frequently by the multiple- retailers and it’s very effective. It works on the principle that the eye will always go to the centre of a picture. The same is true of any merchandising display.


Triangular balance focuses the consumer’s eye on items with higher profit margins that are at the centre of the display


Placing larger items of equipment, with good profit margins, in the centre of a display will draw the customer’s attention, whilst placing smaller items around the centrepiece will make it look attractive. When consumers look at the triangle on the display their eye will go to the middle, focusing on the high-profit margin item, encouraging them to purchase. Committing to an expensive


purchase gives it a higher value and consumers will want to protect it. Items of garden equipment for example, are perhaps the most vulnerable of household possessions, and stored in sheds, are easily accessed by thieves. Retailers


can assist in securing their


and in turn benefit from impulse purchase opportunities by placing smaller security products alongside expensive domestic goods and garden equipment.


Clip strips are


“A merchandiser should not just be a means for hanging stock, but should act as an effec- tive in-store marketing structure, to sell stock and perform the role of silent salesperson.”


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an ideal merchandising solution for this, subliminally encouraging consumers to make an additional purchase to protect their higher value purchase.


consumers investments


Continued support Despite a growing need for security products, customers rarely visit a hardware shop solely to purchase a padlock or other safety devices, and instead buy them as a ‘basket extra’ whilst in store. For this reason branding, store positioning, merchandising and advertising for such products is crucial to drive sales. Without any prior knowledge of security products, consumers choose products according to their appearance and weight first and foremost. However, on-pack information acts as a reassurance level to confirm suitability of choice, and price then steps in as the deciding factor, where all other aspects are considered equal. Following these basic principles and looking to the psychology of merchandising could increase those all-important incremental sales impacting positively on a retailer’s bottom line. Ultimately, security suppliers and retailers must work together to offer the best deals possible and to promote the sale of security products at a time when they are undoubtedly in huge demand.


14 APRIL 2017 DIY WEEK 13


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