Shops are a true battlefield when it comes to attracting the attention of a customer. During the renovation of the Mercator Centre in Šiška we used eye-catching exposure on the shelves to draw attention to the brands Always, Gillette, Venus, and Pantene in a sea of similar products.
Shelves that demand attention
Using the CGP brand
We organically connected the Always brand to the shelf. We decorated the shelf edges in the style of the brand and designed dividers, which additionally drew the eye and the attention of the passing customers.
We created a way to highlighting the male and female razors Gillette and Venus on the shelf. A surface with light accessories, highlighted various models of razors, and the introduced benefits of each model not only draws the attention of the customers, but also informs them.
For the Pantene hair care collection, we included an informative showcase on the shelf, which introduced all the steps for perfect hair care. In this case we also informed the passing customers on the properties and purpose of each product, and encouraged them to purchase the entire line for complete care.
The outstanding softness of the Always sanitary pad was introduced by highlighting the product on the shelf. The passing customers were encouraged to touch and feel the indescribable softness and gentleness of the sanitary pad. We combined the promise of gentleness with proof of it at the place of purchase.
An attractive showcase draws attention and motivates sales
The appearance of the point of sale is an important factor when talking about low-involvement purchasing decisions. When buying consumables, the customer often makes the decision at the point of sale and chooses based on either the attractiveness of the brand, or the current environmental factors, which convince them into purchasing.
When placing the products on the shelves we have to compete with all the other brands for the attention of the passing customers. The customers are a demanding audience because they are exposed to a lot of stimuli in a short amount of time. It is difficult to attract and even harder to maintain their attention. That is why it is of great importance to decorate the shelves in an original and attractive way that is relevant to the showcased brand, in order to motivate purchase.