Context – Good Value or Not?
Adding value in-store with little more than a bigger sign and bold colours.
Shoppers are credited with being somewhat smarter than is often the case. That isn’t singling out shoppers; it is common across the human race. There are numerous examples of shoppers being tempted into a particular promotion because of the perceived good value. For example: “24 cans of lager for £19” – Big display, prominent location.
The same product was actually cheaper in most other stores at the same time, but the size of the display and POS indicated ‘false’ good value. What’s more, because shoppers couldn’t compare with alternatives (the display was some way from the main beer aisle), then they couldn’t put the deal in context. In another specific example (for loose pears) there were competing offers in 2 stores that were side by side on a High Street in the Midlands:
- Local Greengrocer: A4 show card saying “Pears 4 for £1” and a bulk stack at the front of the store
- Grocer next door: 2 x A1 posters saying “Pears 79p each”, and a similar bulk stack at the front of the store
The store with the larger signs sold many, many more pears during the research (the green grocer has since sold up and left). In summary, shoppers are tempted by big signs more than big deals. The way to avoid misleading shoppers is to allow them to directly compare products across a category.
A common finding from shopper research projects is just how many shoppers do not take advantage of ‘3 for 2’ or ‘BOGOF’ offers. Sales invariably go up due to the added visual noise at fixture, but in many examples, weight of purchase stays stubbornly around 1 per purchaser. So the sales increases come in part from the POS and not the deal itself (thought provoking?). The video below shows a good example of the shopper trying very hard to understand which product actually does offer the better value.
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