Driving Impulse Sales with In-Queue Merchandising Panels
Driving Impulse Sales with In-Queue Merchandising Panels
In the competitive world of retail, sales reign supreme. Creating an environment that not only attracts but entices customers to purchase products is paramount. One of the most powerful tools in this endeavor is the strategic use of merchandising panels. These are slatwall panels designed for use in the customer checkout queue where impulse purchasing is strongest. The panels fit to retracting belt stanchions or can be supplied on casters so the unit can be moved anywhere in the store required. Able to take a wide range of shelving, hooks, acrylics and other slatwall accessories, these panels present products in an appealing and organized fashion, making them a key component in driving sales. In this comprehensive blog post, we will delve into the multifaceted benefits of incorporating in-queue merchandising panels to create an environment that not only draws in customers but ultimately leads to more sales.
Understanding the Power of Merchandising Panels
Merchandising panels, in essence, are display units designed to showcase products in a manner that is clear, simple and visually captivating. These panels come in a range of shapes and sizes, from elegant hanging displays to intricate standalone units. Their primary purpose is to seize the attention of potential customers and to guide them towards making a purchase.
The Advantages of Utilizing Merchandising Panels in the Queue
The customer queue is the most effective impulse buy location in any retail environment. Items merchandised in the queue typically see an uplift in sales of 25%+. This is because customers are idle while waiting, allowing browsing time which they do not have once they reach the checkout. By merchandising the checkout queue retailers not only grow the average basket size but also improve customer satisfaction by reducing the frustration of having to wait in line.
Here is a closer look at how employing merchandising panels in the queue benefits retailers:
Increasing Sales: Queue based Merchandising Panels generate additional revenue in two ways. The first is by generating effective impulse purchasing and the second is by turning the otherwise dead floor space of the queue into a revenue generating area.
Improving Customer Satisfaction: Apart from increasing sales revenue, merchandising the queue has a secondary but quite important advantage, it improves customer satisfaction by making the wait seem shorter. Professor David Maister of Harvard Business School in his seminal paper The Psychology of Waiting Lines notes that “occupied time feels shorter than unoccupied time”, which is why waiting rooms typically have magazines and televisions. Providing merchandise in the queue not only increases sales but provides something to engage waiting customers, making the wait seem shorter and in turn improving customer satisfaction.
Why Use Specialist Merchandising Fixtures for the Queue
Customer queue lines are typically placed close together to use the minimum floor space possible. If regular height merchandising fixtures are used in the queue it creates a canyon effect and can feel quite claustrophobic for the customer. In addition, checkout staff have more difficulty monitoring the size of the line and knowing when to call for more checkout positions to be opened.
Types of In-Queue Merchandising Panels
The market offers a diverse array of merchandising panels, each boasting its own unique set of advantages. Here are some of the most popular types:
Stanchion Panels: In this option the Merchandizing Panel is designed so it can be fitted to retractable belt stanchions. In many cases retailers are already using stanchions to form customer queues and this solution allows slatwall panels to be attached to the stanchions using a simple attachment collar that fits around the stanchion. Low cost and easy to install, this is the preferred option for many retailers. Available in either 36” or 48” heights, both panels feature 1” slat spacing for maximum merchandising capacity.
Gondola Panels: Renowned for their versatility, gondolas panels are slatwall panels mounted on a wheeled base. This allows the fixture to be moved anywhere in the store quickly and effortlessly.
Wide Range of Accessories
Queue Solutions offers a wide range of panel accessories including shelves, baskets, hooks, as well as a wide range of acrylic bins, pockets and trays. We even have single and double display bowls that fit to the stanchion top for added capacity. Not only can you choose from Queue Solutions range of accessories as the panels are made from standard 1” slat wall any slatwall fixture can be used.
Tips for Maximizing Merchandising Panel Effectiveness
To harness the full potential of your merchandising panels, here are some key tips to consider:
Impulse Suitable Products: The queue is an impulse purchasing environment. Customers are moving and cannot stop to browse so higher priced items that require a considered purchase are not suitable for the queue. Instead, low price items such as snacks, candy, drinks and magazines will all demonstrate increased sales when merchandised in the queue.
Limit Choice: An impulse purchase is just that, an impulse. To encourage that impulse action it’s important not to give shoppers too many choices of products. Limit their options to one or two of any particular item. Too much choice risks a lost sale through indecision in an environment in which the shopper must move with the queue.
Encourage add-ons: Offering add-on products such as socks in a shoe store will often trigger an impulse purchase. Where possible select items that work with a variety of items in your store.
Conclusion
The checkout queue is the most powerful impulse buy location in a retail store. To optimize the sales opportunity in the queue, use low rise merchandising fixtures specifically designed for the queue environment such as stanchion or gondola based slatwall panels. Select low-cost products and keep the offering simple with limited choice. If you keep to these simple steps you can expect an increase in the average basket size and an improvement in overall customer satisfaction.
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