With the rapid development of both online shoppers and options, most bricks and mortar retailers remain mired in the notion that placing product in their stores on a display or shelf is sufficient to compete with the gaggle of new competitors, both on-line and off.
Few retailers would admit that their traditional merchandising methods are ‘passive’ in nature. Even fewer would admit that such stalwarts as end caps, gondola shelving and permanent temperature controlled fixtures are limiting their ability to sell product. Despite their indifference, there is an undeniable, steady decline in sales productivity afoot within physical store retailers and the inertia of these retailer’s merchandising conventions plays a significant role in that decline.
The switch from ‘active’ from ‘passive mode simply means that the retailer has cedone two things;
- They understand where the majority of shoppers go in their stores and spend most of their time. (Active Areas)
- They leverage this information by bringing the right products to these Active Areas so that the shopper has more opportunity to buy faster without having to traverse other regions of the store.
This approach will yield two mutually beneficial results;
- For the shopper, they will have more time to buy due to the mitigation of their need to hunt and search for the next purchase.
- For the retailer, they will see dramatically increased transaction sizes, even while the trip length of the shopper’s may actually decrease.
Measuring in-store shopping behavior is not the expensive, complex endeavor it once was. In fact, technology and technique have improve so radically over the past few years, retailers how do not know how long and where their shoppers go on the average trip are depriving themselves of tools and techniques that can re-activate their stores without expensive capital investment or promotional markdown.
The clock is ticking.