Interview • 14.09.2017

The optimal placement of displays depends on a variety of factors

iXtenso stands shoulder to shoulder with Felix Horstmann

Felix Horstmann, scientific assistant for the Chair of Marketing and Retail Management at the Philipps University of Marburg, focuses on the impact and effects of POS displays. In the interview, he explains how they should be positioned in the store.

Photo: Felix Horstmann, scientific assistant for the Chair of Marketing and...
Felix Horstmann, scientific assistant for the Chair of Marketing and Retail Management at the Philipps University of Marburg.
Source: Felix Horstmann

Mr. Horstmann, which displays should you use for maximum effect at the POS and where should they be placed?

Horstmann: There is a positive correlation between the size of a display and more sales. Shoppers tend to take notice of a large-scale special display at the POS versus an individual display the basic size of a Chep quarter pallet. Having said that, the available space for displays at the POS is limited. That’s also why special placements should best be made in large supermarkets, discount stores, and superstores. Smaller supermarkets, discount stores or drug stores should primarily work with eye-catching pallet displays that can also be used in larger spaces.

Meanwhile, the optimal placement of displays depends on a variety of factors. The first and the last third of a store are considered attractive locations for displays. Right as they enter a store, customers respond well to in-store stimuli such as displays for example. However, the longer they stay at the store, the more they tend to focus on their actual shopping task to quickly get it done. Meanwhile, the checkout area is once again destined to trigger impulse buying.

What are other factors to consider in determining in-store positioning?

It’s impossible to place all displays in the first or last third of the store. There are other locations at the store where displays make sense. Impulse buys like candy or salty snacks should primarily be placed where shoppers frequently have to wait in line, at the service counter for example. So-called parasite units can be positioned among other product categories to encourage the purchase of complementary products. One classic example of this would be chips near the beer since chips go perfectly with a cold beer or two after work while you watch TV. A selective assortment of sauces in the pasta aisle or ice-cream scoops near the freezer section would be some other possible combinations. In the future, special events like a Girls Night Out or Coffee Klatsch will probably be increasingly staged at the POS, featuring all of the items you might need for the respective occasion.

What is the maximum number of displays retailers should use per sales area?

I think there really is no fixed quantity. While some retailers enforce a clean store policy and consequently place (nearly) no displays at their stores, other retailers put so many displays around the store to where shoppers feel like they might not be able to get through with their shopping carts. The latter should actually be critically assessed. After all, when shoppers experience sensory overload, if worse comes to worst, they stop making purchases.

As is the case with the design of a display, it is essential to also reach a reasonable compromise when it comes to this aspect. While manufacturers should increase their focus on the design of displays, retailers should be more conscious and mindful of where they place them.

Interview: Melanie Günther, iXtenso

related articles:

popular articles:

Thumbnail-Photo: Click & collect promotes cross selling
15.08.2018   #brick and mortar retail #Click & Collect

Click & collect promotes cross selling

Research: Many click & collect shoppers made additional in-store purchases

Research from OrderDynamics explores North American click and collect trends, including communications and timing preferences, return behaviors, and unplanned purchasing habits. OrderDynamic, announced its latest consumer study, “The Rise ...

Thumbnail-Photo: Tariffs remain a threat
30.08.2018   #sales promotion #associations

Tariffs remain a threat

National retail federation upgrades 2018 economic forecast

The National Retail Federation today increased its retail sales forecast for 2018, saying sales are expected to grow more than previously predicted thanks to tax reform and other positive economic inputs but warning that tariffs threaten to dampen ...

Thumbnail-Photo: A beacon for a shopping mall
28.09.2018   #digital signage #led lighting

A beacon for a shopping mall

Digital signage: outdoor LED screen in Mexico

On the premises of a shopping center in Cuernavaca, near Mexico City, a digital signage project attracts attention. The elevated tank, rising high above the ground on a structure, serves as an eyecatcher. The shopping mall Forum hopes to attract ...

Thumbnail-Photo: Costly online out-of-stock problems for consumer goods...
13.08.2018   #online trading

Costly online out-of-stock problems for consumer goods

GMA report: Potential lost sales could reach 17 billion dollars

A new report shows that out-of-stock rates for online purchases of consumer products in the U.S. are nearly twice as high as in-store availability. The report, issued by the Grocery Manufacturers Association (GMA), shows potential online sales ...

Thumbnail-Photo: Virtual commerce: shopping in a different reality...
14.09.2018   #digital marketing #virtual reality

Virtual commerce: shopping in a different reality

What we can expect from virtual reality in retail

Virtual fashion shows, mountaineering, and test drives: Virtual reality (VR) is creating a new paradigm for the customer experience – not only in brick-and-mortar stores but also in online shopping. "It's always remarkable and ...

Thumbnail-Photo: Digital sporting goods retailers: Decathlon and Intersport push ahead...
31.08.2018   #retail #digitization

Digital sporting goods retailers: Decathlon and Intersport push ahead

Of virtual tents and 3D foot analysis

Customer loyalty and innovative store features are key factors in sports retail. Shopping becomes an experience, whether that’s thanks to an integration of online and offline activities or brand-new approaches and technologies. What can ...

Thumbnail-Photo: Collaboration opportunities between retailers and suppliers...
10.08.2018   #retail #supply chain management (SCM)

Collaboration opportunities between retailers and suppliers

Retail Collaboration Survey results 2018 by Trace One

Trace One, the world’s largest collaborative retail business network for private label, released the results of its 2018 Retail Collaboration Survey. Surveying 385 grocery retailers and consumer goods suppliers across North America and Europe, ...

Thumbnail-Photo: City management fights vacant storefronts and supports retailers...
21.11.2018   #consulting #brick and mortar retail

City management fights vacant storefronts and supports retailers

Insights from city manager Nicole Halves-Volmer from Delmenhorst

Modern city management always includes cooperation with the retailers of a city. The charismatic city manager Nicole Halves-Volmer works with passion for the city of Delmenhorst and talks in the interview about campaigns with and for ...

Thumbnail-Photo: I see augmented reality leading the way in the store...
17.10.2018   #virtual reality #augmented reality

"I see augmented reality leading the way in the store"

Augmented and virtual reality shopping

Not only do augmented reality (AR) and virtual reality (VR) promise an exhilarating entertainment experience, they are also already practically applied in several industry sectors. What opportunities do they offer retailers and customers? What are ...

Thumbnail-Photo: “Differentiation remains the key to growth”...
09.08.2018   #brick and mortar retail #marketing research

“Differentiation remains the key to growth”

Poundworld’s failure to differentiate from other discounters led to demise

Poundworld, which is set to disappear from the UK high street by early August 2018, must look to its own failures – and in particular its failure to stand out from other discounters – to explain its demise, says GlobalData, a data and ...


Permaplay Media Solutions GmbH
Permaplay Media Solutions GmbH
Aschmattstr. 8
76532 Baden-Baden