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10 ASIAN TRADER 1 NOVEMBER 2024

CREATIVE RETAILING

etailing isn’t just about ringing up

sales anymore – it’s about creating

happy shoppers! A great customer

experience is the secret sauce that

builds brand loyalty and keeps people coming

back for more.

Convenience retailers have an edge to

shape and create memorable experiences by

understanding customer behavior and subtly

inﬂ uencing their decisions.

But it isn’t as simple as it sounds. Did you

know the average consumer spends just four

to 20 seconds in front of shelves before

deciding what to buy?

According to Vincenzo Russo, professor of

consumer psychology and neuro-marketing

at IULM University in Milan, these ﬂ eeting

moments are driven largely by emotion,

rather than rational consideration.

Interestingly, it is this overlap between

“emotion and memory” that has crucial

implications for inﬂ uencing our ability to

remember a product, a brand, and, therefore,

to choose it again in the future, he said.

If only there was a way or rather a sure-

shot formula to hack this overlap!

If you think that’s tricky, here’s another

fact to consider. According to SAP Emarsys’

annual Customer Loyalty Index (CLI), almost

half of UK Gen Z shoppers (46 per cent) and

29 per cent of other generations have

abandoned a brand they were once loyal to

With a little thought and lots of cr

With a little thought and lots of creativity,

convenience retailers can not only boost sales but

also build lasting loyalty, says Pooja Shrivastava

color theme but remember that sensory

overload can make it dif cult for customers to

concentrate on products and focus enough to

make a purchase.

In convenience stores, milk, bread, eggs,

and crisps are hero products – the things

people come for most frequently. So don’t

bury them, but also don’t make them too easy

to ﬁ nd.

While stores shouldn’t force shoppers to

embark on a store-wide expedition for a pint

of milk, placing such products just a little

further inside the store creates a natural

journey that gives other products their

moment to shine.

Eye-level is buy-level – it’s an old trick, but

it works. Place impulse items, snacks, and

seasonal products in high-traf c areas like

near the checkouts or next to essential goods.

Use lower shelves for staple items that

customers are likely to search for, such as

porridge, pasta and so on. Also, cross-mer-

chandising can add a ton of magic to the sales.

Think bread next to spreads, pasta near

sauces, as well as crisps alongside beer.

Create clear zones with proper sign

posting. Quite contrary to supermarkets,

shoppers visit the neighborhood convenience

stores in a hurry so they would appreciate

ﬁ nding things more easily instead of being

lost in a maze.

With the rising inclination towards health

and ﬁ tness, it is a great idea to elevate the

health quotient of stores as well. Dedicating

and highlighting a section for organic,

gluten-free, and vegan items can do wonders

in bringing more footfall from shoppers

seeking healthier alternatives.

Installing a small reﬁ ll station for basics

like cereals, pasta, or cleaning products is also

a great way of not only cutting down on

single-use packaging but also for holding a

place in shoppers’ minds.

Some independent stores, like Central

Co-op Dodworth Community Store and

Woosnam and Davies in Wales are already

pioneering reﬁ ll retailing.

Asian Trader Award-winning retailer

Ehamparam Karunanithy, who runs Premier

With a little thought and lots of creativity,

Creating memorable

experiences

because they grew “bored” of them.

Take the case of Liquid Death bottled

water, which has been “radically entertain-

ing” its audience to cut through the noise. The

study states that 30 per cent of Gen Z,

compared to 23 per cent of all demographics,

have tried a new brand because of its “creative

marketing”.

Additionally, over a quarter of Gen Z (31

per cent) are enticed by brands that use “cool”

content or imagery, versus 21 per cent of other

age groups. Meanwhile, 28 per cent of Gen Z,

compared to 17 per cent of other demograph-

ics, seek out brands that deliver “memorable

experiences”.

Clearly, consumers today, not just Gen Z,

expect more than “business-as-usual”; they

want meaningful and memorable experi-

ences. That means it is imperative to ﬁ ll your

stores with tactics to make them capable of

leaving a mark on shoppers’ minds.

Perk up

The store entrance should be warm and

welcoming. Placing fresh produce facing the

entrance is an ef ective way to set the mood as

the sight of bright fruits, or even fresh ﬂ owers

signal quality and care to shoppers.

Well-organised shelves and clear signage

help customers ﬁ nd what they need quickly.

Use vibrant colours and attractive displays to

catch the shopper’s eye. Consider having a

Common merch practices to avoid:

Cluttered aisles: Overloading shelves with too many products can overwhelm

shoppers

Poorly placed hero products: Essential items like milk or bread are either too hidden

or too easy to ﬁ nd

Lack of seasonal displays: Not capitalizing on holidays or special events, resulting in

missed chances to create excitement and boost sales

Unclear store layout: Poor navigation or disorganized zones make the shopping

experience frustrating

Poor lighting: Dull, poorly-lit areas make products look unappealing.

Under-utilised ﬂ oor space: Leaving dead zones or gaps that could be used for

seasonal or promotional displays.

Neglecting window displays: Missing out on attracting foot traf c with enticing

visuals or of ers.

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