On-shelf display determines the attractiveness of products and has a direct impact on sales. This is why it is essential for supermarket and hypermarket retailers to adapt to current trends in shelving to remain competitive.
To do this, they need to understand and anticipate consumer trends, and ensure that their shelves reflect these changes.
To adapt to shelf display trends, we first need to understand consumer trends
The evolution of the purchasing process
Today, 37% of consumers use brand/retailer apps to find out about product availability in-store. This shows that consumers are paying attention to what stores have to offer, and want to know what's available before they get there.
Changing consumer behavior
Today, consumer behavior takes into account not only the integrity of the product (seasonality, respect for animal welfare), but also its provenance (short circuit or made in France) and the manufacturing conditions used for its production (fair trade, eco-responsible packaging). As a result, the French are placing increasing importance on eating well and protecting the environment.
The "consume less but better" trend
According to a study conducted by Yuka and research firm Kismo in 2019, 83% of consumers are buying less but opting for better-quality products. In fact, 64% of those surveyed said they had already chosen a product according to its nutri-score, and 59% of French people aged between 18 and 35 said they regularly favor this criterion for their food purchases. The trend towards healthy eating extends from organic products to plant-based products, and gluten-free and lactose-free products are also very popular.
New trends in shelving
Create a coherent, attractive shopping experience
A good traffic flow can help encourage customers to buy additional products. For example, most regularly consumed products should be moved away from the store entrance, so that customers are encouraged to wander the aisles and discover the products you wish to sell.
You can also use promotional products or sales as loss leaders to attract customers' attention and encourage them to buy more. Last but not least, clear signage can help customers browse your store's shelves and easily find what they're looking for.
A 2016 study by the Nielsen Group showed that the right staging and layout of products in stores can have a significant impact on customer conversion rates and average value per basket. The results showed that product staging helped stores increase sales by up to 87%.
Revitalize departments by rethinking shelf space
When consumers enter a store, they are attracted by the layout of the shelf and the product it contains. So it's essential for retailers to think about offering a unique, innovative experience that gives each product its own visual identity.
To achieve this, retailers can modernize their stores with targeted lighting, original displays or interactive digital areas that allow customers to familiarize themselves with the products on offer. In some cases, it can be useful to use different colors to highlight certain products or categories. According to the Shelfbucks study (2019), 72% of consumers said that color influences their purchasing choices on shelves.
In addition, it's important to frequently rearrange products to create an interesting dynamic on the shelves and attract consumers' attention. For example, consider the use of a vertical display system that allows retailers to easily change product layouts without too much effort.
Finally, according to the Nielsen study (2017), 51% of consumers pay attention to promotional offers displayed on shelves. Promotions are therefore an excellent way of stimulating impulse buying among customers and promoting the introduction of new products to the market.
Choose clear, accessible point-of-sale advertising
Shelf layout trends are key to attracting and triggering impulse purchases. Shelf layout techniques are based on POS and spatial organization of products, which can have a considerable influence on customer purchases.
To make the most of the possibilities offered by POS, it's important to choose clear, accessible tools. Solutions such as displays adapted to the floor or on your checkout counters can lead to a significant increase in sales for certain products. This technique is responsible for a jump of around 15% in annual store sales.
You also need to think about the spatial organization of your store. A horizontal organization will highlight products placed in the middle of the shelf, while a vertical organization will have more impact on items at eye level. According to a study by the Accenture Group, this technique is responsible for an average 10% increase in annual sales.
Focus on aesthetics
When your products are well displayed on the shelves, this has a direct impact on sales. Nearly 75% of consumers say they are more likely to buy a product that is presented carefully and at the right height on the shelves.
To make this possible, you need to divide your products into families, or present certain items by color. You can also highlight new products with branding that differentiates them from existing items.
Last but not least, if your store offers any promotions, advertise them. Set up banners or posters to effectively communicate these discounts to consumers, and boost your sales with this trendy new shelf display!
Promote local products to boost shelf space
Local products offer an interesting alternative and represent an opportunity to support the local economy. According to a study conducted by the Institut d'Etudes Industrielles, 70% of consumers say they pay attention to local products on offer in the store, and prefer them to industrial products.
Highlighting local products and services builds customer loyalty through a sense of belonging to the region, and helps create a sense of social responsibility among consumers.
It's important that these products are easily accessible and identifiable. Local products need to be present on all shelves, with high visibility (positioning on hats or in bins). It is also advisable to use marketing tools such as posters or digital media to communicate this specific offer and reinforce the reputation of local producers.
Finally, to guarantee good customer service, it is essential that these products are always available on the shelves, with a regular supply.
In conclusion, adopting a consumer-centric merchandising strategy focused on product enhancement will enable retailers to stand out from the competition while building customer loyalty.
