In today's increasingly fierce competition for the terminal, how can you stand out from the various promotional techniques and give consumers a different sense of stimulation? We have seen that the effect of the noisy promotional methods on the terminal is gradually diminishing. Consumers have become "numb" and have formed immunity to these overwhelming and overwhelming activities that rely on a large number of people. Buy it easily for this. Moreover, this kind of promotion method also requires a large investment of resources. With the formation of consumers' increasingly rational consumption habits, disproportionate input and output have also plagued many event planners and implementers.
So, can you change it to another way, which does not require a large investment, but can also achieve the purpose of promotion? To give an example, I believe everyone is familiar with Jindi Chocolate, right? See how it does this. As an impulsive purchase of confectionery and chocolate, consumers’ impulse purchase rate is as high as 70%. In the chocolate market consumption process, more than 90% of customers will not spend more than 2 minutes in front of the shelf, and 90% of impulsive buying interest will obviously diminish after 10 seconds. How to firmly grasp the target consumer groups in this part and do a good job? Chocolate products use three seemingly simple but not easy three display principles in the terminal display, and show strong in the terminal sales process.
1. Wide distribution-available for purchase
As a fast-moving consumer product, in terms of channel distribution, on the one hand, it emphasizes the breadth of the product in the channel structure, that is, the target consumption channel can see the sales of the product. After continuous target channel coverage, Jindi products have been established in the national market. Dense sales network, as long as you walk into a store with air-conditioning facilities, you can buy products. In autumn and winter, even small convenience stores can often see chocolate display racks; on the other hand, emphasize on target channels The sales categories of the products are as complete as possible, so that consumers with different needs can easily buy them.
2. Obvious-visible
How to make WOW products be seen by consumers at first sight? Whether in international chain stores Wal-Mart, Carrefour, Pricemart, or domestic chain operation channels such as Century Lianhua, Hualian, China Resources, etc., they are displayed through carefully designed different shapes. (Such as paper stacks, paper display cabinets, paper billboards), always attract the first sight of consumers. The art display achieves unified image, unified color tone (colors can be updated according to seasons and promotional activities), and strong visual impact. At the same time, small and combined paper cabinets are displayed on the main passages of the mall to increase the prominent display of single products. . The monopolistic display coupled with the artistic uniform operation method allows consumers to feel the temptation and charm of Jindi no matter which shopping mall. The image in the terminal channel is like McDonald's, which affects every consumer at all times.
3. At your fingertips-get it
In order to create a good display, a set of scientific and effective display standards has been developed. Under the premise of the least investment, the principle of benefit sharing is used to obtain the best display location and the best shelf to seek promotion display opportunities; to carry out multiple display surfaces (striving for the cashier display) and regional display; to display products correctly and correctly Clearly mark the price, and through the use of promotional materials and other methods, so that consumers can be readily accessible during the purchase process.
The successful case of the chocolate terminal display shows that we can see that the display is not only a problem to make the product look good, but also includes brand image, product credibility, target customer group locking, price impression, etc., which directly affect the final purchase decision of consumers.