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NEWS FEATURE
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10 ASIAN TRADER 1 NOVEMBER 2024
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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,
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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