Stores, Hot and Cold areas. How it works ?
Updated: Aug 8
Well, it is a set of techniques based primarily on presentation, rotation, and profitability, consisting of a series of actions carried out at the point of sale aimed at increasing profitability, placing the product in the most convenient place, time, form, price, and quantity.
In this post, we would like to focus on one aspect of this type of marketing: its application within the company's "premises."
The main goal of merchandising and signage for commercial brands, is to reinforce the customer's "experience," to make it pleasant and simple, so that he will be more motivated to buy, return in the future, and recommend us.
Customers' paths through your store are determined by its shape: walls, columns, aisles, entrance and exit, but it also depends on how the furniture is arranged and where the products are placed. Here are some simple and practical tips to consider when distributing your store.
Determine the areas in your store.
Merchandising considers the zones within your store, and there are typically two zones based on customer circulation: The hot zone is the natural circulation zone. Cold zone: the one we'll have to encourage in order to get more people through.
The most common circulation direction is to the right and counterclockwise. Normally, the entrance is on the right and the cash register is on the left (if your premises are the other way around, it doesn't matter; what matters is that your zones are identified).
The Hot Zone.
You should place new or testing products that are being launched. You can also place products of higher consumption, but only a few of them to promote your cold zone. This zone is ideal for promoting anything we want with the best posters and advertisements.
The Cold Zone.
They are those with less circulation or those that pass very quickly outbound, so we must encourage them to be more appealing, here are some ideas:
Products with appealing promotions should be placed.
Place the basic products and those that your clients consume the most.
Increase the intensity of the lighting in this area.
Set up eye-catching shelves.
Put the cash register in this area.
It is very important that your team reports their feelings, that they tell you how the customer acts, where they stop, where they pass by. Invest hours of your time watching what your customers do and after this experience, make new decisions.
Because the cash register is the last place a customer visits before leaving the store, it should be placed appropriately so that it does not interfere with your store's exit and/or entrance. Check that the lines do not obscure the view of your interior.
Use the customer's last stop to leave important information for them to take with them: business cards, flyers or brochures, product samples, and so on.
It is also ideal to display secondary products in this area in an eye-catching manner, whether through the shelf, packaging, or advertising. Remember that the final purchases at the checkout are the most emotional, so try to place items that were purchased on impulse rather than necessity.
Summary: Be active on Hot Zone & Reinforce Cold ones