Why the right placement makes all the difference for retailers and brands
In the competitive world of retail, every inch of shelf space matters. The physical layout of a store doesn’t just determine how customers move through it; it also plays a powerful role in how products are seen, remembered, and ultimately purchased. For both retailers and FMCG brands, understanding the impact of location on in-store advertising can unlock higher sales and create a more engaging shopper experience.
Why Location Matters
Shoppers make countless micro-decisions as they navigate a store. Whether reaching for a staple item, pausing at a promotional display, or browsing in the checkout queue, their choices are strongly influenced by what’s in front of them at that exact moment. This means placement isn’t just a logistical detail; it’s a sales strategy.
In-store advertising that is strategically positioned can turn overlooked spaces into sales drivers, reinforce brand visibility, and encourage impulse purchases right where they’re most likely to happen.
Decision Points and Impulse Moments: Smart Grab&Go™
Some of the most valuable moments in-store happen at decision points; the places where shoppers are ready to make quick, instinctive choices. Smart Media’s Grab&Go™ solution is designed for exactly these moments. By positioning products in secondary but highly visible locations, Smart Grab&Go™ puts items directly in the shopper’s path at the right time.
This doesn’t just improve visibility, it drives action. By catching shoppers when they’re already in a purchasing mindset, Grab&Go™ encourages impulse buys and increases basket size. For FMCG brands, it’s a proven way to stand out in crowded categories. For retailers, it helps maximise the value of high-traffic areas that might otherwise go underutilised.
Secondary Product Positioning: Smart Q&Shop™
Another overlooked but powerful location is the queuing area. Shoppers here are often waiting with time to notice promotions, making it an ideal space for reinforcing brand messages and showcasing secondary product placement. Smart Media’s Q&Shop™ solution transforms the queuing area into a high-impact media channel.
Smart Q&Shop™ not only keeps shoppers engaged but also gives brands the opportunity to drive purchases through a secondary product position in the store. By offering a second touchpoint for products already on the shelves, it reinforces buying intent and boosts overall sales. For retailers, it’s a way to create a better customer experience while monetizing space that might otherwise be passive.
Optimising Placement: Key Takeaways
The success of in-store advertising isn’t just about creative design or bold messaging; it’s about being in the right place at the right time. By thinking strategically about store layout and shopper behaviour, retailers and brands can:
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- Maximise visibility by targeting high-traffic areas and decision points.
- Encourage impulse purchases through secondary placements like Grab&Go™.
- Reinforce buying intent by using queue areas with solutions like Q&Shop™.
- Create a smoother shopper journey by aligning media with natural store flow.
Partner with Smart Media
For over 20 years, Smart Media has been helping retailers and brands get the most out of their in-store environments. Our proven solutions, like Grab&Go™ and Q&Shop™, are designed to boost sales while enhancing the shopping experience.
If you’re ready to transform overlooked spaces into powerful sales drivers, get in touch with Smart Media today. Together, we’ll help you put your message in the right place, at the right time, for maximum impact.
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