Special In-Store Displays For Magazines And Chewing Gum Are Most Likely To Be Effective If Located
Options:
A) near the entrance to the store.
B) near the restrooms.
C) along the aisle or wall to the far right of the customer as he or she enters the store.
D) near the check-out counter.
E) in the window at the front of the store.
The Correct Answer Is:
D) near the check-out counter.
Correct Answer Explanation: D) near the check-out counter.
Placing special in-store displays for magazines and chewing gum near the check-out counter is the most effective strategy due to several reasons. Firstly, the check-out counter is a prime location within a store where customers naturally spend time.
While waiting in line to pay for their purchases, customers often browse through items displayed nearby, making it an opportune moment to attract attention to magazines and impulse-buy items like chewing gum.
Additionally, the check-out counter area typically experiences high foot traffic, ensuring a higher visibility for these displays and increasing the likelihood of impulse purchases. This placement takes advantage of the tendency for last-minute impulse buys before leaving the store, capitalizing on the consumer’s impulse purchasing behavior.
Let’s delve into why the other options might not be as effective:
A) Near the entrance to the store:
While the entrance is a high-visibility area, it might not be the best spot for displaying magazines and chewing gum. When customers enter a store, they are often focused on their shopping list, navigating aisles, or finding specific products.
They might not be in the mindset for impulse buys at this stage of their shopping journey. Furthermore, the initial rush to enter the store might not allow for much attention towards displays near the entrance.
B) Near the restrooms:
Placing displays near the restrooms might not yield significant sales for magazines and chewing gum. Customers visiting the restroom usually have a specific task in mind and are less likely to be in a purchasing mindset.
Moreover, there might be hygiene concerns associated with placing consumable items like gum in close proximity to restroom areas, potentially deterring sales.
C) Along the aisle or wall to the far right of the customer as he or she enters the store:
While this location might capture the attention of customers entering the store, it may not ensure consistent visibility for all shoppers. Customers navigate stores differently, some favoring the right side while others might explore the left side or the center aisles.
Placing displays exclusively on one side might lead to missed opportunities to attract the attention of shoppers who prefer a different route, reducing the overall effectiveness of the placement.
E) In the window at the front of the store:
Window displays are indeed great for attracting the attention of passersby and potential customers. However, their impact might be limited for those already inside the store. Once customers have entered, their focus tends to shift towards exploring and selecting items within the store rather than focusing on window displays.
Additionally, limited space and the need to showcase various products in the window might not allow for optimal visibility and prominence of magazines and chewing gum.
In essence, while these locations may have their merits in terms of visibility or initial attention-grabbing potential, they might not capitalize on the specific shopping behaviors and tendencies that lead to impulse purchases of magazines and chewing gum.
Placing these items near the check-out counter remains the most effective strategy due to its ability to target customers during a moment of increased receptivity to impulse buys, higher foot traffic, and a natural pause during the payment process.
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MBA,BBA.
I am Smirti Bam, an enthusiastic edu blogger with a passion for sharing insights into the dynamic world of business and management through this website.
I hold a MBA degree from Presidential Business School, Kathmandu, and a BBA degree with a specialization in Finance from Apex College,
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