Product positioning in convenience stores is the most difficult among all retail formats. How to display the most effective products in a store of about 50-100 square meters to maximize display efficiency is not decided by intuition. Product positioning in convenience stores is mainly reflected in product variety and display, and product selection is key to a store's operation. Many domestic convenience stores resemble 7-11 in overall design and product categories, even operating 24 hours, but upon entering, you'll find numerous issues in product selection and display:

1. Insufficient utilization of display space, with severe deficiencies in both product quantity and space utilization. For example, at the store exit, there was a one-meter-square beverage display. I initially thought it was a temporary promotion with the manufacturer, but later learned that the store felt a certain mineral water sold well, so they set up a display for convenience. For such behavior, it's important to note: First, convenience stores are usually in bustling urban areas, often within 100 square meters, so space is at a premium. Wasting display space effectively raises operating costs and inevitably impacts profitability.

2. Some products occupy excessive display space. Many products have more than three facings, which creates an excuse for limited product variety, resulting in stores that should carry around 1,200 SKUs having only 500 or so. This clearly fails to meet the basic needs of convenience store customers.

3. Incorrect product type selection. Many convenience stores stock bulk or large-pack items. Since convenience stores are positioned for emergency needs, bulk-pack items are not suitable for their sales scope. Moreover, selling such items at convenience stores inevitably leads to higher prices than large supermarkets, making them uncompetitive. This "egg hitting a stone" approach, highlighting weaknesses over strengths, will lead customers to feel cheated. Bulk items on convenience store shelves not only fail to sell well but also waste valuable display space, affecting overall performance.

4. Large empty areas on shelves. This may be due to temporary stockouts or other issues, but the underlying causes are: (1) Untimely delivery from the distribution center; (2) Insufficient product variety from the purchasing department; (3) Untimely restocking by shelf attendants. These three issues will inevitably affect sales and store image. What impact does an empty shelf have on customers? Not only will they leave without buying, but they may never return. Therefore, we must be highly vigilant about such situations.

5. For certain key products, such as Dove chocolate, the variety ranges from 47g bars to gift boxes, and from milk to hazelnut flavors, astonishing even large retail stores. Convenience stores do not need to serve everyone; you cannot meet all customers' needs. Even large stores have their focus. If small convenience stores try to be "bulk," they lack the space, variety, and personnel. Convenience stores only need to satisfy their target customer group; there's no need to compete with hypermarkets or large supermarkets for customers.

These issues are still visible in some domestic stores. Market positioning is the foundation of a store's success. We should seriously address positioning and extend this accurate positioning concept to every chain store, clarifying each store's goals.

Convenience Store Product Display Techniques Product display should not only showcase the external features but also allow customers to perceive the intrinsic value. The following methods can achieve this effect:

1. Highlight key products Among similar products, some may have distinctive features. To highlight these, a stepped display stand can effectively meet this need.

2. Display in series Each product category has its own characteristics. An effective way to show these is to group similar products in different ways to form geometric patterns. Different product series can also be complemented with different base plates.

3. Demonstrate product superiority Visually demonstrating the internal and external quality of products is a basic sales skill. Some products like fabrics can be hung to show their appearance, but to leave a deep impression, other methods like placing weights on hanging fabric may be needed. Some products only show their superiority in actual use, which is more vivid than text descriptions.

4. Emphasize practicality For some products, especially daily necessities, customers are already familiar with their functions, so what can be introduced is their practicality. For textiles, household appliances, and other common goods, customers should know the materials and see them displayed in everyday use. For example, tableware set on a table as in daily use is more impressive than on a shelf or rack; accessories on a model are more eye-catching than in a glass case.

5. Capture customer psychology In many cases, customers care more about intrinsic quality than price. For instance, a large picture of cocoa beans being poured is less effective than letting customers taste the cocoa, because they care about the taste, not the shape. Therefore, before displaying, understand what customers already know and what they most want to know.

6. Avoid overcrowding If different products are displayed too densely, it blocks customers' view and affects their perception. To avoid overcrowding due to space constraints, give selected items more space, and use text descriptions for the rest, displayed in secondary areas.

Products grouped and displayed on several boards give customers ample space to observe, avoiding the crowding of concentrated displays. The effectiveness of a display depends not only on unique layout design but also on providing sufficient viewing space.

7. Enhance visual impact Small items encountered daily may not attract attention in displays. Exaggerated presentation can enhance visual impact, such as a large photo of tableware, which gives customers a novel and attractive feeling.

(via: Longshang.com)

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