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Is your product stocked in a retail channel
where no matter what you do, it just doesn't
seem to sell? Perhaps you've tried outlandish
POS, bargain bins and price cuts, but your
efforts seem to have little impact on shopper
Well, you're not alone. But here are some
success stories from the world of retail that
may also work for you.
A famous brand at 50% off wasn't selling,
but a cheap solution increased sales
And this solution was a simple light bulb.
A high-end cosmetics brand was put on
sale and in the direct path of shoppers in
a well known national retailer's store, but
shoppers still continued to walk past it. The
retailer and the manufacturer came up with
a number of possible reasons as to why this
was happening -- perhaps it was the wrong
product. Maybe an adjacency was having an
impact. Or maybe the pricing was still too
When the client contacted Bergent with
their problem, we suggested that light meter
readings be taken whilst observing shopper
behaviour before doing anything too drastic.
As it turned out, what was needed wasn't a
2-for-1 offer, a price reduction or a fancy new
LCD POS, but a simple invention from the
1800s -- a humble light bulb.
The light meter proved that the cosmetics
brand had been placed in a 'dead zone' in
the retail space. Although not immediately
apparent, this zone was slightly darker than
the other areas of the store, and despite it
actually being a prime location with lots of
traffic, this lack of light was having an impact
on shopper behaviour and therefore sales.
Our eyes are amazing -- they adjust almost
instantly to changes and light, adapting to
the environment around us.
This ability to adapt, without conscious
awareness, is where brands face a challenge.
A point in-store can be relatively dark but our
eyes adjust, and so this problem is in many
cases left undiagnosed.
As a result of the finding, the client
installed a paraflood carefully aimed at the
stock, and not at the floor.
Sales rose immediately.
When does a smaller, less initially obvious
store attract more shoppers?
On a trip to England in 2008, when walking
through a busy shopping centre, John
Don’t let your product
get lost in-store
brighter than everything else around it.
It was literally a beacon in a sea of
stores, attracting shoppers on a more
Simple changes to lighting can have a
direct impact on sales
Studies show that retail spaces with
flourescent strip lighting are consistently
perceived as being cold and uninviting. In
contrast, spaces bathed in warm, yellow
lighting are seen as being more welcoming
As you might expect, shoppers tend to
spend more time in environments that
are inviting and comfortable. And if you
increase the time a shopper dwells in-
store, they will also tend to spend more
money. In a study conducted by Path
Intelligence and the Massachusettes
Institute of Technology, it was found that
when dwell time of a shopper rose by 1%,
corresponding sales rose 1.3%.
But just a word of caution -- uniform
bright light is not necessarily ideal.
Contrast is very important, as the human
eye is attracted to definition. Use this
to your advantage -- for example, if you
have a visually attractive, high margin
product, try and provide it with focussed
illumination for maximum effect, and
this will complement warm and inviting
ambient lighting. (See image 3)
So what does this mean for your brand?
It's time to pick up the camera and take
a walk through the retail spaces where
your brand is sold. Maybe it too is in an
in-store dead zone.
If so, simply improving lighting could
help drive sales.
If not, it could be a variety of other
reasons. Your brand may be placed next to
another strong brand. Maybe it's in a zone of
decompression where shoppers simply don't
notice it. Or maybe it's in an environment
that's too price focussed for the benefits of
your brand to shine through.
But don't despair. Bergent has worked
with many brands like these and knows
how to identify what the issue is, and
most importantly, how to solve it. And just
like a light bulb, most of our solutions are
simple, effective and affordable.
This article has been provided by Bergent
Research. For more information call (03) 9322
By Hayley Blake & Ranil Illesinghe
Berenyi of Bergent Research, saw a crowd
of shoppers in the distance lining up to
buy treats from a store called "a piece of
This store was placed next to another
store which was bigger and on initial
impressions, seemed to stand out more.
John was convinced that there was
more than initially met the eye with this
situation. So he picked up his camera
and took a quick photo. But the resulting
picture didn't provide an immediate
explanation. (See image 1)
He then focused the camera on the
brightest point of the store and took a
second photo. (See image 2)
The answer was clear -- the store, though
in an already bright zone, was significantly
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