Display 'Positions'

Display 'Positions'

Display 'Positions'

The first consideration is the position in which such material will appear in the retailer's premises. The most desirable positions, from the point of view of achieving the greatest impact, differ in service shops compared with self-service stores and supermarkets. In service shops, the most favoured positions, in descending order of merit, are as follows:

(1) The window.

(2) The counter top.

(3) The floor area immediately adjacent to the counter.

(4) The shelves or fixtures behind the counter.

(5) Adjacent to the till.

In some trades, such as groceries, toiletries and pharmaceuticals, there has been a tendency for the window to lose its first-rank position for point-of-sale material and the counter and its immediate vicinity has acquired a greater importance. In the case of those kinds of merchandise for which the shopper tends to 'shop around', such as clothing, furnishings, electrical goods and durables of all kinds, the window display is still a major source of attraction for the potential shopper and an obvious point-of sale 'pitch' for the product manufacturer. In self-service shops and supermarkets, however, where, usually, there are no window displays, it has been found that the check-out points are the most effective positions for display material.

One must consider, also, the question of visibility and to this WE would add a recommendation for originality. It will be obvious that every manufacturer of branded consumer goods is trying to secure a maximum share of the available display area in retail shops. There is just not enough space for all the posters, show-cards, display stands and dispensers which the retailer has offered to him. The only way to overcome this problem of display saturation is to be original and to find means of telling what is, after all, likely to be the same old story in a new, interesting and arresting manner-providing, of course, that it remains consistent with one's general advertising 'platform'.

This brings us back to the question of layout and copywriting for point-of-sale material. We have emphasized that it should be complementary to and consistent with the main advertising cam-paign. However, because such material is handed over to the retailer, for his own use within his premises, some manufacturers fear that at least a proportion of it will be wasted. They prefer to reduce its cost by designing the material themselves and using their own printer. In doing so, they run the risk that their point-of-sale material may not be in sufficient harmony with their main campaign and the emphasis on consistency will be lost. It is advisable, therefore, to arrange for both the design and the production of point-of-sale material to be handled by the agency which is responsible for the entire advertising campaign.

Wastage of point-of-sale material is always a problem. It can be reduced considerably, however, if the views of the company's salesmen and of retailers themselves are canvassed in advance. One often finds that the salesmen calling on shops and stores have a very good insight into what may be wrong with existing material. Frequently, they can offer management some very good advice about improving the value of such material. This is a subject well worth discussing at sales meetings.

Some manufacturers actively seek the assistance of the retailer. They select a limited number of shopkeepers, present them with a supply of show cards, a display stand or an illuminated sign, and ask them to report any noticeable increase in the sale of their brand.

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Please Note

The Trade is, of course, a major source of product ideas. All manufacturers examine, with avid interest, the new products of their competitors.