10 Reasons Your In-Store Displays Aren’t Converting Shoppers

An in-store display may seem like a pretty predictable thing: it’s set up; it’s stocked; and, voila, shoppers pick up your product. Simple, right?

But the typical retail operation is a swirling vortex of labour issues, managerial pressures, logistical complexities, seasonal obligations, dynamic pricing structures, information overloads/shortages, and an assortment of other factors that make display compliance much less certain.

Indeed, according to Retailing Today’s annual survey of the supplier community, “ensuring merchandise initiatives are executed at the store level” is the top challenge FMCG companies face with retail partners.

It can be difficult to determine the exact reasons your displays aren’t being properly executed in stores. Display non-compliance often results from a complex combination of personnel, managerial, logistical, and informational factors.

Consider 10 practical reasons your in-store displays may not be selling more effectively:

  1. Your point-of-sale materials never arrived at the store

Some displays are doomed from the start, because that fixture, rack, clip strip, sign, or other merchandising material never arrived at the store. It didn’t even get its foot in the door.

Perhaps the display materials never left your company (you know how organisational communication is), or maybe a simple shipping error prevented them from arriving in-store?

  1. Your POS display materials arrived but the product didn’t

Naturally your POS materials need products to showcase. But display effectiveness is partly dependent on supply chain efficiency—getting the right product to the right place at the right time in the right amounts.

What if, for example, the retailer’s inventory/execution management system reduces or cancels your shipment due to apparent high inventory levels? What if the store “turned off” all non-everyday product shipments?

  1. Your display never made it to the store floor (it’s in the backroom)

In the merchandising game, it’s helpful to understand the tension between corporate execution plans and store-level realities. Local managers, contending with everything from surplus inventory to finicky local shoppers, may stray from corporate plans—including those delineating the details of your shopper marketing campaigns.

Your display, frankly, may be a low managerial priority at the store-level. Local management may want to push high inventory out the door, or they may be convinced another display will result in more sales.

  1. Your display is ‘lost’ in the store

It could be lost physically. By way of illustration, high inventory in or poor management of the backroom may block your display materials or product from employees’ view.

  1. Your display is a casualty of inaccurate information

Your display could be virtually lost. The retailer’s inventory management system, for one reason or another (e.g., human error), reflects that your display is in store and on the floor.

But the reality is: your display is MIA.

  1. Your display is on the floor but in the wrong place

But even if your display makes it to the store floor, who’s to say it’s in the correct place? Many possibilities exist for why a display might end up in the wrong part of the store:

  • Human error
  • Space is at a premium and store personnel position displays wherever they can find space
  • Local managers may feel other displays will sell better, and, thus, demote your display to a less visible corner of the store
  • Stores may be eager to unload high or seasonal inventory, even if it means deviating from corporate plans.

  1. Your display is on the floor but stocked with the wrong product

Perish the thought, right? But it happens.

Maybe the display is stocked with the wrong version of your product? Or, worse – it’s almost hard to write – your display is stocked with competing and substitutable merchandise.

  1. Your display is on the floor but paired with the wrong signage, video, or other aids

The display is largely there but the expensive bells and whistles are missing, leaving you and others wondering why sales are disappointing.

Yes, your product is positioned well and is fully stocked but the digital TV display is missing or playing the wrong ad.

Yes, your four-way display is on the main aisle, but the visually alluring signage is collecting dust in the backroom.

  1. Your display execution is a casualty of budget constraints

Often companies will fork out the funds for in-store displays and other POP materials, yet they don’t, won’t, or can’t budget for their effective execution.

  1. Your display execution lacks visibility

You can’t fix what you can’t see.

Consequently, the remedy for many of the problems above is pretty simple: greater in-store visibility.

Thanks to advancements in mobile technology and crowdsourcing, companies can now be with their displays wherever they are—and quickly spot problems with display compliance.

Mobile Audits offer a fast, affordable, and far-reaching way to take control of your display execution.

Do Shoppers Really Look At The Unit Price?

HTML header_V1

They’re one of the more modest members of the entire retail scene:

Unit price labels.

You know, the small, easily overlooked “cost per kilo,” “cost per gram,” cost per…whatever…designations printed on shelf tags.

Supermarkets and online retailers must comply with the Unit Pricing Code if they sell certain food-based grocery items. Unit pricing enables consumers to quickly compare products of different sizes and brands in order to work out which one offers the best value.

The real question is: Do shoppers look at unit prices?

As a company specialising in mobile audits and research, including in-store price checks, we recently conducted a study of Australian shoppers to determine the answer to this question.

In all, 73% of shoppers in our survey have referred to unit prices when making shopping decisions.

Additionally, we presented shoppers with 17 different product categories, from laundry detergent to frozen food, and asked: “For which of these…do you regularly look at the unit price information on the product’s price tag?”

As the results below suggest, many shoppers say they regularly examine unit prices on items like laundry detergent (64%), dish detergent (56%), beverages (56%), and household cleaners (53%).

graph

It appears unit prices, as understated as they are, play an important role in the shopping habits of many.

Is The Price Right?

Wondering whether shoppers are seeing the right prices on your products? Incorrect prices—whether too high or low—can damage your brand’s image and drag down sales.

Mobile Audits take you inside stores anywhere, anytime to verify pricing information.

 

Want to see stats like this_FOOTER

Selling to Football Fans: How Brands Win With 3 Game-Changing Plays

How Brands Win At Football header

With AFL and NRL Finals season days away, Field Agent is opening up its playbook. This article describes and illustrates 3 ‘game-changing plays’ for better serving football fans. Mobile audits and research allow companies to be where the action is happening, as it’s happening, throughout football season. So let us demonstrate the ways we help companies better serve customers and outperform competitors…when the game’s on the line.      

We take football seriously here at Field Agent. Very seriously.

It’s that time of year when our office starts buzzing with conversations—and even a little trash-talking—about our favorite teams, you know, how “this is the year we win the Premiership.”

But there’s another reason we take football seriously. Starting in August, many clients rely on us to win their own football competitions: the battle for football fans and the dollars they spend on merchandise to enhance their football-viewing experiences.

For nearly four years we’ve been equipping brands, retailers, and agencies with the information and insights to better serve their customers, refine their in-store executions, and outperform their competitors.

We do this especially during critical shopping events such as Finals season, when fans throughout the country flock to stores to purchase supplies for game-viewing parties, backyard barbecues, and of course, attending the big game itself.

We want to share a glimpse inside our company playbook, and briefly describe 3 ways Field Agent helps companies win during football season.


Play #1. Mobile Audits take you inside stores throughout the football season, so you can be closer to your products and in-store promotions.

Have our retail partners properly executed our football-themed in-store displays and signage? Are our products actually on store shelves as shoppers stroll by, or are they out-of-stock and unavailable to purchase-minded football fans? Do our products reflect the correct promotional prices to entice the spending of football fans?

Companies often bring such questions to us, particularly during critical shopping seasons. Geography separates brands from the retailers that sell their products, resulting in limited vision inside stores. But Mobile Audits provide vendors a fast, affordable means for monitoring their products and promotions at-retail.

To illustrate, this weekend we sent 30 auditors—we call them agents—to 30 different stores across the country. We asked them to take pictures of football-themed products and in-store displays:

Promo display

Companies use such images, which we verify through a multi-step quality control process, to monitor display placement, product availability, product pricing, and so on.

And because our agents are also retail customers, your customers, a mobile audit is also an ideal opportunity to gather consumer insights—quickly and affordably.

Companies also use these audits to collect qualitative insights from shoppers. As one agent commented, “I like the theme [of the display]. I’m a huge football fan! It definitely appeals to me to grab some Pringles to snack on during the game.”

This football season, mobile audits are your eyes and ears inside stores.


Play #2. Mobile Research allows you to be where the action is happening, as it’s happening. From man caves to backyard barbeques, companies can “be there” throughout football season.

Through the powerful combination of mobile technology and crowdsourcing, Mobile Research allows companies to be on-location with football fans—wherever they may be. In living rooms or stadium seats, we put companies directly among consumers, as they’re using specific brands and products.

During Football Final season last year, our sister company Field Agent USA visited the homes of 250 fans. We asked a variety of questions about their game day behaviours—as they were happening, and not, as with traditional research, days, months, or years after they had happened.

For instance, we asked agents to identify what activities they were participating in during the game. At 24%, “grilling food” topped the list, followed by “mixing alcoholic beverages” (18%) and “eating takeaway food.’” (12%).

We also asked agents to take pictures of their game day food spreads:

Food Spread

And because mobile research utilises smartphone technology, agents can also shoot video as well as still images.

Throughout football season, mobile research is a nimble and powerful means of collecting in-the-moment consumer insights—anywhere, anytime.


Play #3. During the biggest games of the year, whether it’s the AFL or NRL Grand Final, Mobile Research captures real-time information to help companies make better decisions and monitor performance.

Last year hundreds of companies looked on as Field Agent USA, conducted its thrilling Game Day Brand Wars campaign. We tracked, in real-time, what beer, soft drinks and chip brands fans were consuming during the Super Bowl.

Our ultimate goal was to determine which brands took home Most Valuable Player awards for best Super Bowl performance, and companies watched in anticipation as live results streamed onto our website.

Bud Light (13%), Coca-Cola (26%), and Tostitos (21%) won their respective categories. More than 500 agents ultimately participated in our inaugural Brand Wars.

Our Brand Wars campaign illustrates how mobile research may be used to collect real-time, up-to-the-minute information and insights during the biggest games of the football season.

Want to know what football fans think about your new commercial, the one airing during Friday Night Football? Mobile research can tell you. In real-time.

Interested to know how your brands and products are performing at backyard barbeques across the country? Mobile research can show you that as well.

If you need results as events are happening, mobile research can track the consumer attitudes and behaviors that matter most to your business.


Get in the Game  

Whatever your ‘need to know,’ mobile audits and research provide a direct link to your products, wherever they are, and your customers, wherever they are. And because Field Agent offers solutions in a fraction of the time and cost of traditional methods, this football season companies can get in the game—and win it—more easily than ever.

How Brands Win V2