Auto Service World
Feature   November 1, 2000   by Auto Service World

Counter Talk For the Counterperson: Identifying High Impact Display Locations


There are some accepted rules about setting up displays that can give you the best opportunity for impulse purchases. When it comes to chemical products, you will likely run into three basic types of customers: those who are looking for emissions reducing products and fuel system cleaners because they believe they work; those who know of these products but don’t believe they work; and those customers who do not even know the products exist. An effective display strategy can address all three by:

Putting the products where they are easily found and seen.

Using signage that provides customers with the right information.

And putting the products within easy view of the counter to facilitate face-to-face selling.

Keeping in mind that a showroom should also be clean and the aisles clear of clutter, prime locations for chemical products are on endcaps, floor merchandisers and counter displays. Signage should be clear and any literature should be kept in stock and on display.

Since space on endcaps is limited, it is advisable to feature only certain products; emissions reducing products would be a prime candidate for jobbers in regions with an I/M program. This should be in addition to the full chemical display, which should also feature these products. You may want to have products located in as many as three places within the showroom: the full chemical display, an endcap, and a merchandiser or counter display.

Our showroom example shows some standard places for high-impact displays. These are only examples, and may not work for your showroom, but the same principles will apply. You may not want to put chemical products too close to the door if you’re concerned about shrinkage, but the endcap there is the first thing a consumer will see. Chemicals could be located along any of the aisles due to the number of offerings and facings they require, but should be connected to the same endcap for convenience. You may also choose to use the endcap nearest the counter for an emissions chemical display. As shown, you can also locate merchandisers near the counter, but not too many. A counter display can be effective, but only if the counter isn’t overloaded with other displays and catalog racks.

In all cases, attention must be given to ensuring that shelf stock is checked regularly–possibly more than once a day–to ensure that the shelves are stocked and properly faced (products moved to the front).

It is worth the attention, even for low walk-in volumes, because it is a proven fact that the right locations can really help products sell themselves.