We talk to a lot of retailers about the power of communicating with customers in various ways at the shelf edge. These conversations are often about promoting product benefits and marketing messages but the starting point is always making sure that the price of every product is clearly visible.
This may sound obvious but..
We start with this fundamental basic because in the majority of stores that we secret survey we find examples of products where the price isn’t visible. Without a visible price ticket a significant number of shoppers will not even consider the product in front of them and a sale is lost. Simply adding a clearly visible price ticket could grow sales for some products by more than 10%. One retailer we spoke with reported sales up by 30% on some pieces of furniture just by adding a price ticket.
A picture tells a thousand words
To me the importance of the shelf edge is summed up perfectly in the attached advert produced by the brand consultancy JKR.
Advert by JKR