Merchandising Strategies to Guide Shopper Flow and Increase Product Exposure
Many Thai retailers aim to encourage shoppers to visit more areas of the store and consider a wider range of products. Strategic product placement can guide shopper flow, draw shoppers deeper into the store, and increase product exposure.
Strategic product placement involves positioning products and promotional displays in carefully selected locations to attract shoppers’ attention and encourage them to explore different areas of the store.
When planned and maintained effectively, this retail merchandising approach can increase product exposure, make the shopping journey more convenient, support product discovery, and create additional opportunities for complementary and unplanned purchases.
Four Types of Strategic Product Placement
Strategic product placement can generally be divided into four types according to the location and role of each display within the store.
1. Placement Along Main Shopping Routes
The first type is positioned along main aisles or in other areas through which a large proportion of shoppers are expected to pass. It acts as an important traffic generator and can help draw shoppers deeper into the store.
These locations typically feature destination categories, frequently purchased products, or items that are a primary reason for visiting the store. In a supermarket or hypermarket, for example, the fresh produce section may perform this role. In a pharmacy or health and beauty store, the healthcare or pharmaceutical section may serve a similar purpose.
Carefully positioning these destination categories can help retailers in Thailand create a clear store layout and guide shopper flow more effectively.
2. Placement at Key Turning Points
The second type is usually positioned at the end of an aisle, at a turning point, or in another important part of the store layout. Its purpose is to capture shoppers’ attention, encourage them to pause, and guide them towards additional sections of the store.
Promotional products, seasonal merchandise, new releases, and trending items are particularly suitable for these locations. Examples may include travel essentials during periods of higher tourism demand, festive products, Songkran promotional items, or merchandise linked to major shopping events.
Updating these displays in line with customer needs and the retail calendar can help maintain shopper interest and encourage shoppers to explore a wider area of the store.
3. Placement in High-Visibility Promotional Areas
The third type includes gondola ends, promotional bays, and dedicated campaign spaces with high visibility. These areas can offer strong promotional potential because they can increase product exposure and create opportunities for unplanned purchases.
Suitable products may include new launches, limited-edition items, seasonal merchandise, campaign products, or items receiving attention online or through social media. For example, a newly launched beverage or a popular packaged food product may be featured at a gondola end to improve visibility and support product discovery.
Because these locations are highly visible, product availability, display accuracy, pricing information, and promotional materials should be checked regularly. Consistent sales-floor maintenance can help retailers maintain display quality throughout a campaign.
4. Placement Within Regular Product Aisles
The fourth type is positioned within regular gondola aisles, where shoppers compare products and consider different options. Its role is to highlight relevant merchandise and create opportunities for additional or complementary purchases.
Retailers may use these locations to feature bestselling products, core merchandise, leading brands, or related products. For example, popular haircare products can be grouped prominently within the shampoo aisle, while shampoo and treatment products can be displayed together as a coordinated solution.
By combining these four types of strategic product placement, Thai retailers can guide shopper flow, draw customers deeper into the store, increase product exposure across categories, and create more opportunities for product discovery and complementary purchases.
※To be continued in Part 2 of this three-part series.
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Editor: AJIS Group
AJIS Group is a global corporate group led by AJIS Co., Ltd., which has been a leading provider of stocktaking services and retail support services in Japan. The Group operates in the United States, China, Hong Kong, Taiwan, South Korea, Singapore, Malaysia, Thailand, Vietnam, and the Philippines.
With a proven track record of working with more than 3,000 companies and supporting a cumulative total of over one million stores annually, AJIS Group helps address a wide range of challenges faced by the retail and distribution industries. Its services include stocktaking, store operations support, sales floor improvement, and promotional support.
By providing practical services tailored to the market characteristics of each country and region, AJIS Group contributes to improving store operational efficiency and enhancing the value of sales floors.
