The product should be the focal point of the shopping experience. It's what draws the shopper into the store and energizes the shopping process.
Retailers and manufacturers need to recognize the primacy of the product in the design of their stores and in the presentation of merchandising.
Products should be clearly visible as shoppers walk into the store and through the aisles. Where possible, retailers should encourage shoppers to touch and feel the products. These are the fundamentals of the bricks and mortar store.
Work actively with the aisles, end caps and shelves. Make the store more shopper-friendly and put the focus on the product. Collaboration between retailers and brands will help fulfill the vision of a truly shopper-friendly store.
The Shopper Marketing article series from Ecolean shares interesting shopper insights from the FMCG world. We also share some tips on how to leverage packaging in the in-store battle.