(That was a short blog huh?)
OK, so how?
We all unconsciously know this, but from the moment you enter a store your customer journey is guided. (as much as we would all like to pretend that we are in charge of our own minds, we have all at some point. left a store with far more than we planned to buy. And that is EXACTLY what retailers want us to do)
But think back, how many of those purchases were from the high up shelves?
Stores tapped on this when they researched children’s buying habits and realised that by putting products at kid height, and within easy reach, the parents would be more inclined to buy. And the cold truth is that its not just kids that this works on, we ALL look down more than we look up.
And when you think about it, it makes sense.
In navigating the stores, it’s not a case of meticulously following each and every product as we walk. We look in-front of us so we don’t bump into things and recognise obstacles; all while we are scanning the aisle for other things that grab our attention, trigger a memory of something we need to buy, or for special offers.
Add to that the fact that we will undoubtedly be looking at our phones for at least part of the shop, we are always looking down.
So the most logical place to advertise is THE FLOOR!
Not the hanging banner from the ceiling (unless it’s one of the possessed ones that always seem to be swinging for no apparent reason), it’s not the light box across the top of the shelf, IT’S THE FLOOR!
Or the bottom shelves, you get my drift.
It might sound crazy but our focus is always a little sharper when we are looking slightly down.
And the best part? (or worst if you’re a customer) Is that customers don’t even realise! Advertising at low level will set off unconscious sensory triggers and BAM! more sales before they leave the store.
Before Christmas we were involved in fitting a pathway graphic leading to a toy aisle in a major retailer, instinctively, even as the installers were still installing it, customers would walk on this path. (which we found hilarious)
On another visit to a rival retailer recently (I was curious to see what they had done as their Easter floor graphics) I was stunned to see that the two aisles that had floor graphics were hands down the busiest in the store.*
*it would be easy to presume that these aisle contained relevant seasonal products but this wasn’t the case as they had mixed seasonal goods and basic household items, thus encouraging shoppers to think of other additional items they should buy while in-store.
So why are more retailers not using floors as advertising space?
Why are companies not seizing the opportunities to lure customers to their products?
We have found that most retailers presume it would be dangerous to have anything on the floor. I can assure you it’s not. I have been fitting them for years and the materials and anti slip technology has developed leaps and bounds. It’s certainly safer than having some cardboard cluttering up the aisle.
Others mistakenly think that eye level is the most prestigious space on the shelf (probably because it is cheekily sold at a premium) but given the recent rise in economy brands and their blatant positioning on the lower shelves, this can no longer be the case.
We all know that retail space is expensive, so we should be using all of the available space to make best use of it.
So go on, next time your boss is looking for new ideas for advertising, suggest the floor! You may get some funny looks at first but they wont be laughing when your sales go through the roof!