Mastering In-Store Visibility in the FMCG Industry
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The fast-moving consumer goods, or FMCG, industry is fiercer than ever in today’s hectic marketplace. Effective brands largely differentiate themselves by being visible in stores because, as the adage goes, “what is seen sells.” Over the years, I’ve delved into the nuances of achieving optimal visibility in various videos on my YouTube channel. In this blog, I want to focus on a condensed version of those insights—a six-point checklist that, when used effectively, may dramatically improve a product’s in-store visibility.
1. Right Category
Achieving optimal visibility for your products starts with categorizing them appropriately. It is essential to comprehend the concept of the category because it involves not only navigating the main category but also its subcategories, such as Premium, Mass, and Sub-Premium. These groups are designed to serve distinct consumer demographics and buying habits. Your product will be seen by the proper people—those in your target market—if it is categorized and subcategorized correctly.
2. Right Location
The adage “eye-level is buy-level” holds true in retail. Products placed within the direct line of sight are more likely to be noticed and considered by shoppers.The way your product is positioned in a store can significantly impact how visible it is. In high-traffic areas, an excellent spot is typically at eye level, where it is immediately noticed by the strolling customer. However, due to strong demand, getting such locations might be difficult, especially in general trade. Finding and analyzing various hotspots inside a store might lead to more exposure chances.
3. Right Height
How visible and easily accessible your products are on the shelves is greatly influenced by their height. Shopping customers may overlook products that are positioned too high or too low. To strike a balance where the product is both at the level of the eye and easily accessible, the ideal height is between 4 and 7 feet above the ground. This idea holds true for all kinds of store layouts, guaranteeing that your product stands out without causing disturbance to the shoppers.
4. Right Facing
Facing involves strategically positioning your products so that they face forward, showcasing the brand and packaging clearly. This tactic is about commanding attention and making it easy for shoppers to identify and pick up your product. Products that are facing the wrong way or are misaligned can greatly reduce visibility and brand recognition. By presenting your products in the greatest possible way, proper facing increases the likelihood that a shopper will notice them.
5. Right Space
Getting enough room for your product on the congested shelves of today’s retail establishments is a never-ending struggle. More room allows for more imaginative displays in addition to improved visibility. Gaining exclusive shelf space, window displays, or extra racks by utilizing connections with merchants can provide your goods a competitive advantage.
6. Right Planogram
A planogram is a visual presentation that shows where products are placed in a store to maximize sales. The placement of every product is carefully thought out to draw in customers and promote buying behaviour. It’s easier for buyers to identify and select your brand when your products are arranged according to a well-thought-out planogram that offers a consistent story.
Conclusion
It takes skill and careful preparation to achieve the best possible in-store exposure. Brands in the FMCG sector may improve their exposure, draw in more consumers, and eventually boost sales by adhering to this six-point checklist. Recall that visibility is about being noticed by the appropriate individuals properly at the appropriate time—it’s not just about being seen. It is crucial to remain informed about industry trends and insights as we traverse the intricate landscape of the FMCG business
