Messy in retail outlets, if an American survey is to be believed, will soon catch on in South Africa. However, the risk of losing your brand in amongst the clutter is a concern. Pyrotec PackMedia says it has the solution.
Messy sells
Recent shopper research in America has revealed that ‘messy sells’. It shows that cluttered, jumbled retail outlets sell better than neat, streamlined ones. When merchandise is piled up and thrown all over the store, shoppers tend to buy more.
“An over-cluttered, chaotic store reminiscent of a bazaar screams ‘bargain’ and has, in fact, been proven to increase product sales within that store.”
Perceived value
“It all boils down to perceived value,” says Timothy Beattie, General Manager of Pyrotec PackMedia. “Research has shown that the more cluttered and randomly packed a store is, the more people believe that the items on display will be less expensive. South African retailers are already beginning to catch on and this is something we can expect to see more of locally.”
Brand managers’ concern
A concern for brand owners is obvious – who gets to see their brand?
“Although this trend is generally a good thing for sales, it is important for brand owners to ensure that their products are prominently displayed so that they still get noticed amongst all the clutter,” says Beattie.
A solution
For FMCG Pyrotec PackMedia’s Do-It Hang Tabs, Display Strips and other POP products display products at eye level, making them visible to shoppers.
“The Do-It range allows for impulse sales by placing related products together and taking advantage of empty space by displaying merchandise anywhere within the store,” says Timothy. An item that is normally shelved in a specific place can be hung anywhere for easy accessibility. This improves its chances of being noticed.” Impulse buys can also be conveniently placed in high-traffic areas using this method.
The key is to ensure that your brand is still being recognised amidst all the chaos.
*Further information from www.packmedia.co.za.
