Sweets – the pleasurable seduction at the POS by POS TUNING

The discrepancy between shopping lists and shopping baskets is probably no greater for any product group than for food and beverages. Confectionery is at the very top of this group.

Consumers are increasingly making spontaneous decisions and ignoring their own shopping lists, written or otherwise, and throwing other attractive and eye-catching offers impulsively into their shopping trolleys.

This means that, depending on the shopper’s mood, they may buy less, but usually more, or something different than planned. In addition to this deviation from the plan, there is another phenomenon: the average shopper’s length of stay in the shop continues to decrease. In short, this means that the time, the brief moment required to perceive the individual offers, tends to decrease steadily.

In this context one can appreciate the product managers’ and packaging designers’ expertise. They use all their knowledge of art and design and research analysis of sales psychology. The harmony of colour, design, illustration and text has been perfectly achieved. Every viewer from the target group (and who isn’t for confectionery), who consciously looks at this product for only 5 seconds, can find his or her mouth watering and the emerging desire for the product can hardly be suppressed. The seductive packaging increases the desirability of the appetising product to a maximum. The intention is that the customer should have access to the presentation.

Unfortunately the 5 seconds contact time is an ideal rarely achieved. Even one second of visibility and recognition often remains a dream. In many cases the hurried shopper does not notice this great product at all. Isn’t that regrettable?

Not only is that lack of visibility undesirable, this also has a direct influence on turnover and profit, on regular or second placement. It is obvious – an impulse purchase needs an impulse! This is triggered by the visibility of the product in the supermarket.

The connection is clear, the better the product visibility, the higher the chances are of sending out positive impulses. Or the undesirable reverse conclusion will be true -products that are not clearly visible have no chance of ending up in the shopping trolley as impulse purchases!

From this point of view, take a critical look at the presentation of the products in the markets. The P.O.S. as Point of Sales often mutates into a “Part of Stock” at best. After the first products have been sold, the rest disappear into niches that can hardly be seen any more, possibly bags or thin products fall onto their fronts or are stacked flat on the shelf in the first place, such that the front of the packet cannot be seen. Eventually, the point is reached where the packaging designer’s intentions are ineffective.
Weekly performance reviews filled with creative sessions, photo shoots and discussions about alternative layouts are simply a waste of time. No one can see the beautiful product design!

In order to preserve the optimal sales chances of typical impulse purchase items in particular, they must be presented front facing and not in a stack, and must be in the best visible area on the shelf front (see illustration).

There are many intelligent solutions for the optimisation of front presentation today, such as pushfeed or glide systems. Of course, confectionery is the category without limit, where visibility is most important. What people don´t see, they cannot buy. Therefore the best results for sales increase, reduction of shelf maintenance and improvement of shopper orientation are achieved in this category (See case studies at: www.postuning.com). Package designers must love front facing solutions!

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