Product reviews have become the norm in today’s retail environment, and mobile devices allow consumers to check consumer feedback on products prior to making a purchase in store.
To help consumers more easily make purchase decisions and to keep shoppers more engaged in-store, Pam Sullivan, owner of The Kitchen Place, utilizes a simple merchandising technique to educate her consumers about the products she carries.
Paying close attention to rankings and ratings offered by leading consumer publications, Sullivan — who has stores in Marlboro, MA, and Salem, NH — creates signage for those products that have received accolades from publications such as Consumer Reports or Cook’s Illustrated.
“The first thing many people want to know is the ratings of the products,” she said. “We’ve created the signage as a way to keep our customers engaged with the products while they shop the store.”
In the past, Sullivan said the strategy has worked well with several products in The Kitchen Place’s assortment, including Vitamix blenders and its selection of toasters.
While Sullivan and her staff create the point-of-purchase signage, she noted that some product suppliers are beginning to provide her with POS information in an effort to highlight products.
She pointed to a recent endeavor from Fagor, which supplied signage highlighting the company’s Lux Multi-Cooker, which was recently selected “Best of the Test” by Good Housekeeping magazine.
“The Lux unit has been on of our top seller and Fagor provided us with signage that highlights the fact that it has been recognized by Good Housekeeping,” Sullivan said.