How to Maximize Retail Display Space

Why Maximize Display Space?

Have you ever experienced visiting a supermarket and only coming home with half of what you had on your shopping list? This is quite disappointing especially when you expect to get everything that you need. The next time you go shopping, you will probably go to another store.

One of the keys to getting ahead of the competition in the retail industry is to provide all the shopping needs of the customers. In retail merchandising, the concept of "out of sight, out of mind" applies. When customers see the item in the product display shelf, they will most likely buy the product. They seldom ask whether a product is available or not. With the increasing need of the consumers nowadays, and the constant change in trend and consumer preference, it is a wise move on the part of the vendor to maximize the potential of their merchandise display. The more product variations there are in the store, the more attractive it is to the consumers. This could result in increased customer satisfaction, sales and profit.

What Are the Benefits of Maximizing Display Space?

Maximizing display space can give the store owner multiple benefits. The most important benefits are the following:

• More products SKUs. The more space you have to display merchandise the more products you can stock in your store.

• More supplier support. With tough competition in the retail business, all suppliers want their products to be allocated a space in a store, preferably in the most conspicuous area. Most suppliers are willing to bargain for marketing support and higher space rental just to get the space that they want.

• More organized and controlled displays. An organized and well-controlled display area results in the maximization of space. When your store is well-organized it is easier to monitor your stock. There are also less incidents of pilferage and theft.

• Increased consumer satisfaction. Aside from good quality products and services that the store offers, availability is also very important to the consumer. Product prices prove irrelevant in comparison to convenience and quality.

• Increased sales and profit. With increased consumer satisfaction, increase sales and profit follow. A word of mouth based on personal experience is the oldest but still the most effective marketing tool.

How to Maximize Display Space:

Maximizing display space does not necessarily mean overcrowding of stock. Disorganized and rambled stock are a total turn off to customers. It does not provide the appropriate mood for a wonderful shopping experience. When maximizing display space, a retailer must bear in mind that the main goal is to properly allocate a space for as many products as possible. All merchandise inside the warehouse must be displayed on the store floor. A good result begins with a good plan and a good plan is a result of a knowledgeable, well-informed and creative mind. The first thing therefore is to equip one's self with the concepts of retail and visual merchandising.

How to Implement Display Space Allocation:

In maximizing display space, the following simple suggestions can be proved effective.

1. Clean the shelves and remove products that are either expired, over stocked or discontinued.

2. Categorize your stock according to size, type, usage or brand.

3. Tighten up peg proximity if possible. Products should be so close as to almost be touching.

4. Avoid too much product duplication.

5. For clothing, check the sizes. Display only one unit of the item for each size available.

6. Use display fixtures that can hold several items such as shelves, drawers, hooks, etc.

7. Check the warehouse. Be sure everything is represented on the sales floor.

Benefits In Building a Corporate Image

Corporate image is seen as one important factor that can influence the effectiveness of marketing and business. Therefore it is very feasible if the image is seen as one of the most important asset owned by a company or organization.

According to Zinkhan There are several reasons underlying the importance of companies establishing and managing the corporate image, namely:

1. Can stimulate sales
2. Company can build a good name
3. Build an identity for its employees
4. Affect investors and financial institutions
5. Promote good relations with a community, with the government, with community leaders and with the opinion leaders
6. Get a position in the competition.

To Socialize The Brand

You know the slogan or ads "Orang Pintar Minum Tolak Angin". If you heard the slogan, your mind must be directly fixed on the packaging of liquid herbal medicines taste sweet rather mint. To popularize the slogan, they took famous artists and bands like Dewa, Sophia Latjuba, Renald Khasali, Lula Kamal, Ikang Fauzy, and so forth as a brand endorser.

Demonstrated expertise when new products Kuku Bima Ener-G was launched. Drink which is a derivative of a strong herb Kuku Bima brand was positioned as an energy supplement. In communicating these products, they are classified as daring as holding endorser ads that can be said is not known at all before. Mbah Marijan, for example, coupled only shortly after Mount Merapi erupted. Gatekeeper of volcanoes in Central Java was chosen because he refused to participate displaced when Mount Merapi would erupt.

In their minds, a character that's become an icon that fits Kuku Bima Ener-G, because it reflects the strength of Mbah Marijan. Because of that, "Rosa! Rosa! "Became the slogan of a cute and adorable, but still show the desired image. Supplement drinks targeted the lower middle class market is combined with the power of Mbah Marijan, who incidentally is a local community role model, very precise.

Appears Sido case gives an idea of ​​how to build brand strength through brand relevance and brand resonance. Both of these components is crucial in brand building. Building a brand must be "relevant", means shall be in accordance with the needs, desires, and expectations of consumers, as well as to follow the changes that occur in the market, especially to understand the changes in buying behavior of customers. Advertising agency Young and Rubican (Y & R) develops a model of the famous brand equity with brand name asset valuator (BAV). They researched about 200 thousand customers in 40 countries, and one of the four pillars of brand equity is a key component of relevance. Measurements performed to determine the brand relevance of how broad the appeal of a brand.

Marketing research consultancy Millward Brown and WPP has developed a model of brand strength called BRANDZ. In BRANDZ model, the measurement of brand relevance is more focused on how meaningful the company bid for the consumer. In terms of brand relevance, Sido appears always trying to expand its brand, and his offer has always managed to make consumers buy. We can see the expansion of a variety of flavors from the Kuku Bima Ener-G, or for example to expand the brand Reject Wind so that we know of Refuse Wind Flu, Cough, and Reject Wind for children. Even to venturing into the candy industry. The use of a very populist endorser is also one of their ingenuity could not think his opponents. Outlook on life such as defending the weak and in life should always seek a balance translated into business step.

The second component in the construction of a brand to watch out for is the brand resonance (resonance brands). Kotler says that the brand resonance is usually always begins with the identification of the customer's brand and brand associations in consumers' minds. Then build a solid sense of the totality of the brand into the minds of customers with a strategy of linking a lot of brand associations tangible and intangible, as well as see the consumer response and creating strong customer loyalty. In essence, there should be an emphasis on the dualism of the brand, which is preparing the route rational and the emotional route. Just look at the communication strategies developed by Sido appears, always on the preparation of emotional route and rational route.

The ad message is very rational and clear, but we always feel the emotion on their brand promise. The programs are always based on a populist program that always makes an emotional bond is formed. Customers always feel "in line" with brands Appears Sido, such as Reject Wind and Kuku Bima Ener-G.

Translating a history of successful ads like Sido through model brand relevance and brand resonance is just one example of the success of the company that runs the socialize brand program. At least, they has succeeded in carrying the brand by involving the wider community that became the target market. Remember, the name without the idea, even if washed down by billions of advertising value, not a brand. He is just a name and a name without a message. So, try "Socialize your brand", then success would come.