How many times have you run to the grocery store to buy milk? Where is that milk always located? At the back of the store.
Why is that? Most likely, the grocery store wants you to walk past lots of other items that may catch your eye and that you’ll hopefully purchase.
The placement of milk in the grocery store is a very intentional act. The placement originates from the store’s perspective, wants, and needs. It may lead to more impulse buys but it can also aggravate customers who are frustrated at the long trek to the back of the store.
The last time I was at the local Walgreens (which has really become a pharmacy/convenience store), I noticed they had moved several shelves of cold medicine up to the front of the store.
Since many people come to Walgreens when they have colds and all they need is the medicine, the store decided to make that purchase as easy as possible. Some customers may not fall for too many impulse buys but they do have a better experience. The added bonus is that the store doesn’t have a bunch of sick people wandering its aisles.
This customer centric approach to product placement produces a positive experience with customers that will encourage repeat business.
Is your company approaching sales from the customer’s needs and perspective or the other way around?