Right-hand side stands for
impulsive reactions
CONSEQUENCES FOR BUSINESS
Thinking about the right side principle is crucial in the case of:
- sales of impulse products
- sales of products in the category with a high level of substitution between brands
- building displays, when we count on trying out new products
The right side principle concerns both the arrangement of products on additional displays and
on the shelves.
CASE STUDY
A retailer from the modern trade market analysed the popularity of various display points for beer placements. Results of the customer traffic and points of purchase indicated unambiguously that with a symmetrical product displays on the left and right side of the shopping route, displays on the right always yielded better sales, amounting to between 72% and 113% of the results from the displays on the left.
BUSINESS RESULTS
Placing product displays from appropriate categories on the right-hand side of the shopping route is likely to yield several times better sales results than comparable displays on the left-hand side.
TIPS BEFORE APPLICATION:
- Ask yourself: Is the category in which we want to promote the product an impulse or more planned/rational one? Are there significant flows/high level of substitution between particular SKUs?
- Ask yourself: Does the sale of the product involve the potential of customer’s cognitive engagement? Do we have the chance to show something which will constitute an interesting impulse shopping stimulus?