Marketing Tips for Offline Stores
Posted: Wed Jan 29, 2025 9:36 am
The Golden Triangle Scheme
The longer the customer stays in the store, the better the marketers have done. In a huge shopping center, this task is easier to accomplish: there are many long shelves with goods, among which people are ready to walk for hours.
How to achieve multiple growth in optometrist accurate email list traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
Read more posts on my personal blog:
I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.
To get this growth, download our step-by-step template for increasing sales from the site:
Download template
Already downloaded
153416
However, you can't leave the process to chance. In such places, everything is arranged according to the "Golden Triangle" rule. What are we talking about? The rule states that the entire retail space has three most important points (vertices of the triangle): the entrance, the display case with the necessary goods, and the cash register. And it is between these points that there should be as much distance as possible. According to this rule, everyday goods (bread, dairy products, eggs) are usually located farther from the entrance.
It's simple: a person goes to the far end of the hall for bread, and on the way grabs cookies, chips and a bottle of beer. An excellent effective marketing trick, and the "triangle" is not at all obligatory, other schemes are built in large areas. The main thing is not to break the order of movement from point to point.
Proper placement of products on shelves
In any store, supermarket or shopping center, the main principle of arranging goods is as follows: everything that is more expensive is right in front of your eyes, cheap products are as low or as high as possible. And it seems that most people have long been familiar with this marketing trick, but according to statistics, it is the goods on the bottom shelves that sell the worst.
Another move is to place vegetable and fruit stands right at the beginning of the sales area. And not for the sake of aesthetics (although that too). The main thing is that a person, having stumbled upon something useful, will most likely want to take it, so that later, with a “peace of mind,” he can put alcohol, mayonnaise and cakes in his basket. This acts as a kind of self-reassurance.
Alcohol, by the way, was traditionally displayed right at the entrance for a long time. Now it is placed in the back of the sales areas, because there is a ban on the sale of alcoholic beverages after a certain time.
But this does not prevent marketers from directing customers in the right direction. For example, there is a rule for the layout of aisles in supermarkets: if possible, a person should walk counterclockwise and turn left more often. In this case, he involuntarily looks at the middle of those shelves that stand on the right. And what does he see there? That's right, expensive products that need to be sold quickly.
"The Goldilocks Effect"
When there are several offers, people tend to choose the golden mean among the available options. This habit is known to marketers, and they try to place in the middle positions exactly those products that need to be sold first.
When a cheap and expensive package of kefir are placed next to each other, most buyers will choose the cheaper one. But if there is another one between them, at an average price, then it is the one that will be bought more often.
It's like the English fairy tale "Goldilocks and the Three Bears" (analogous to the Russian "Three Bears") about a girl who, finding herself in the bears' house, first chose porridge (not the hottest, but not the coldest either), then a bed (not hard, but not too soft either) and so on with everything else. Hence the name of the marketing trick "Goldilocks Effect".
By the way, "yellow price tags" have not been cancelled either. People perceive them as a signal "Promotion!", "Bargain!" And marketers take advantage of this and specially print yellow price tags.
The longer the customer stays in the store, the better the marketers have done. In a huge shopping center, this task is easier to accomplish: there are many long shelves with goods, among which people are ready to walk for hours.
How to achieve multiple growth in optometrist accurate email list traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
Read more posts on my personal blog:
I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.
To get this growth, download our step-by-step template for increasing sales from the site:
Download template
Already downloaded
153416
However, you can't leave the process to chance. In such places, everything is arranged according to the "Golden Triangle" rule. What are we talking about? The rule states that the entire retail space has three most important points (vertices of the triangle): the entrance, the display case with the necessary goods, and the cash register. And it is between these points that there should be as much distance as possible. According to this rule, everyday goods (bread, dairy products, eggs) are usually located farther from the entrance.
It's simple: a person goes to the far end of the hall for bread, and on the way grabs cookies, chips and a bottle of beer. An excellent effective marketing trick, and the "triangle" is not at all obligatory, other schemes are built in large areas. The main thing is not to break the order of movement from point to point.
Proper placement of products on shelves
In any store, supermarket or shopping center, the main principle of arranging goods is as follows: everything that is more expensive is right in front of your eyes, cheap products are as low or as high as possible. And it seems that most people have long been familiar with this marketing trick, but according to statistics, it is the goods on the bottom shelves that sell the worst.
Another move is to place vegetable and fruit stands right at the beginning of the sales area. And not for the sake of aesthetics (although that too). The main thing is that a person, having stumbled upon something useful, will most likely want to take it, so that later, with a “peace of mind,” he can put alcohol, mayonnaise and cakes in his basket. This acts as a kind of self-reassurance.
Alcohol, by the way, was traditionally displayed right at the entrance for a long time. Now it is placed in the back of the sales areas, because there is a ban on the sale of alcoholic beverages after a certain time.
But this does not prevent marketers from directing customers in the right direction. For example, there is a rule for the layout of aisles in supermarkets: if possible, a person should walk counterclockwise and turn left more often. In this case, he involuntarily looks at the middle of those shelves that stand on the right. And what does he see there? That's right, expensive products that need to be sold quickly.
"The Goldilocks Effect"
When there are several offers, people tend to choose the golden mean among the available options. This habit is known to marketers, and they try to place in the middle positions exactly those products that need to be sold first.
When a cheap and expensive package of kefir are placed next to each other, most buyers will choose the cheaper one. But if there is another one between them, at an average price, then it is the one that will be bought more often.
It's like the English fairy tale "Goldilocks and the Three Bears" (analogous to the Russian "Three Bears") about a girl who, finding herself in the bears' house, first chose porridge (not the hottest, but not the coldest either), then a bed (not hard, but not too soft either) and so on with everything else. Hence the name of the marketing trick "Goldilocks Effect".
By the way, "yellow price tags" have not been cancelled either. People perceive them as a signal "Promotion!", "Bargain!" And marketers take advantage of this and specially print yellow price tags.