Page 59 - Spring Into Markets

Other factors to consider
Eye level is buy level
Typically 75% of sales come from the ‘see it, grab it’ area (i.e. between waist and eye height) so anything that is displayed below waist height and above head height is less likely to be seen and noticed and therefore less likely to be purchased. These areas can be better used for brand/fascia signage (high) and promotional/ product signage (low).
Supermarkets tend to display the products/brands they want to sell to customers at eye level — the space that is most noticeable to customers. The products that are below waist height are generally those that they know we will bend down for — usually necessities/basics, e.g. flour, salt, sugar, eggs. Major food brands often give the supermarkets incentives to display their products at the ‘right’ height.
Try to display a number of products within the ‘eye level = buy level’ area, As you can see from the diagram below, if you display your products in vertical lines (Fixture B), you get more of your products at the key selling height than if you display products in horizontal lines (Fixture A).
Fixture A Fixture B
Product 1
Product 1
Product 2
Product 3
Product 4
Product 2
Product 3
Product 4
Guide 8 Allocating Space 59