Nathan Kulik says
“The current display has a basic offering and is not very visible. There is a big opportunity here to expand the display from one narrow shelf to three shelves. By doing this we could introduce a full range of powdered and liquid milk, food jars and cereals. We can also elevate the display so it’s at the top of the unit. And, being close to the till, it would be easy for shoppers to spot.”
Display: Merchandise products correctly, such as standing up cartons of powdered milk so customers can clearly see the products they’re looking for.
Position: Raise products up from lower shelves to give them a more prominent position in-store, and keep them easily accessible for mothers.
Visibility: Ensure the display is in full view of the till to both attract immediate interest from shoppers and easily keep an eye on higher priced items.
DANONE ELN TIPS FOR YOUR STORE
1. Make sure you give a good amount of space to baby feeding categories
2. Stock a core range of milks and baby food jars
3. Try to position baby food products beside toiletries
4. Put your best sellers in the best position on the shelves
5. Brand-block items together to make it easier for shoppers
6. Try to display baby food near the till point
What happens next?
Over the next ten weeks Suki and Amrit will follow Nathan’s expert advice and plan for their displays. We’ll track the sales data at both stores to see what changes. To find out how they got on, look out for betterRetailing.com on 28 November.
If you would like to take part in a similar project call 020 7689 0600 – option 3 or tweet @betterretailing to let us know!
Part three, where we look at the results of Danone's advice, will follow next week!
IMPORTANT NOTICE: Breastfeeding is best for babies. Infant formula is suitable from birth when babies are not breastfed. Follow-on milk is only for babies over 6 months, as part of a mixed diet and should not be used as a breastmilk substitute before 6 months. We advise that all formula milks including the decision to start weaning should be made used on the advice of a doctor, midwife, health visitor, public health nurse, dietitian, pharmacist or other professional responsible for maternal and child care, based on baby’s individual needs.