Agriculture Reference
In-Depth Information
Fig. 3.5.
Chestnuts merchandised for display in a farm retail outlet in Modena, Italy.
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End cap displays or gondola ends. These are located at the end of merchan-
dised linear displays. They should face the consumer and be changed
at least once a month. The same research by The Russell R Mueller Retail
Hardware Research Foundation
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indicates that correctly merchandised
end-cap sales should increase by 240% over anywhere else in the store.
Ideally the shape of the display should be pyramidal and the building of
the display should use the same principles as building a power display.
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Counter displays. We are all familiar with the counter display of con-
fectionary at the supermarket or the petrol station counter. The reason
for this is that the same Mueller research shows that correctly merchan-
dised counter displays can increase sales by 40% compared to any-
where else in the store. There are some counter display rules that need
to be applied. Take the average sale per customer, divide it by three,
then the most expensive product at the counter should be no more than
one-third of the average sale per customer if as a retailer you are to
achieve the sales target. The product should also be a natural impulse
buy for the consumer. New seasonal products are often ideal as farm
retail counter display products.
One of the most important aims of display is to get the customer to stop
and look at the display. This can achieved by placing the 'familiar with the
unfamiliar'. This is where the old farm equipment can come in as a major
'prop' in building displays to make visitors stop and look.
Displays enable the retailer to embrace the season and create the theatre
the culinary tourist is looking for. Successful farm retailers create the theatre
in store to celebrate seasons and events.
