Mr. Horstmann, which displays should you use for maximum effect at the POS and where should they be placed?
Horstmann: There is a positive correlation between the size of a display and more sales. Shoppers tend to take notice of a large-scale special display at the POS versus an individual display the basic size of a Chep quarter pallet. Having said that, the available space for displays at the POS is limited. That’s also why special placements should best be made in large supermarkets, discount stores, and superstores. Smaller supermarkets, discount stores or drug stores should primarily work with eye-catching pallet displays that can also be used in larger spaces.
Meanwhile, the optimal placement of displays depends on a variety of factors. The first and the last third of a store are considered attractive locations for displays. Right as they enter a store, customers respond well to in-store stimuli such as displays for example. However, the longer they stay at the store, the more they tend to focus on their actual shopping task to quickly get it done. Meanwhile, the checkout area is once again destined to trigger impulse buying.