Chii chinomira POP Mukushambadzira?

Muna Chikumi 2024, Walmart yakaita chiziviso chakatumira ripples kuburikidza neindasitiri yekutengesa: ivo vari kuburitsa masherufu emagetsi masherufu kuzvitoro mazana maviri nemazana matatu panosvika 2,300-iyo ingangoita hafu yetsika yavo yese yeUS.

Nhamba dziri seri kwechisarudzo ichi dzinotaura nyaya. Chitoro chimwe chete cheWalmart chinotakura zvigadzirwa zve120,000. Pamberi pezvinyorwa zvedhijitari, yekuvandudza mitengo muchitoro yese yakatora shamwari mazuva maviri. Zvino? Matepi mashoma panharembozha, uye mavara ese muchivako anozorodza mumaminetsi.

Greg Cathey, Walmart's SVP yeTransformation & Innovation, haana kutaura mazwi aya: "[DSLs] anga ari mutambo-anoshandura uye [anorerutsa] zviitiko zvemazuva ese zvezvikwata zvedu zvezvitoro."

Asi izvi ndizvo zvinoita kuti izvi zvinakidze kune chero munhu ari kuita basa rekutengesa: maererano neongororo yaDecember 2022 yeForrester Consulting, chirongwa cheESL chinozvibhadharira mukati memwedzi gumi nemisere uye chinogadzira makore mashanu-ROI ye277 muzana.

Hakusi kutaipa. 277%.

Saka chii chaizvo chinonzi POP kushambadzira, nei ichikosha zvakanyanya, uye chii chakachinja mumakore mashoma apfuura chiri kuita kuti vatengesi vakuru vepasi vafambe zvine hukasha?

POP vs. POS

Ndichachengeta izvi zvipfupi nekuti kutaura chokwadi, zviri nyore kupfuura zvinyorwa zvakawanda zvinoita kuti zvinzwike.

Funga nezvazvo serestaurant. POP ndiyo bhodhi yemenu ine muto burger foto inoita kuti unzwe nzara. POS ndiyo rejista yemari inotora yako $12. Mumwe anoita kuti uzvide. Mumwe anotora mari yako.

Ndizvo chaizvoizvo zvose zviripo kwazviri. Kana iwe usingayeuke chimwe chinhu: POP iri pamusoro pesarudzo. POS iri maererano nekutengeserana.

Nhamba Dzinofanira Kuita Kuti Uteerere

Zvakanaka, ngatitaure pamusoro pekuti chimwe cheizvi chine basa here-nokuti ndinoziva kuti hausi pano kuti uite dzidziso. Iwe unoda kuziva kana POP ichifambisa tsono.

POPAI (yava kunzi Path to Purchase Institute) yanga ichitevera hunhu hwevatengi kubva muna 1965. Chidzidzo chavo che2012 Mass Merchant Shopper Engagement chakacherechedza vatengi vanodarika zviuru zviviri nemazana mana, uye izvi ndizvo zvavakawana:76% yesarudzo dzekutenga dzakaitwa mu-chitoro, kwete vatengi vasati vapinda nepamusiwo.

Pakazosvika 2014, nhamba iyoyo yakakwira kusvika82%mumatanho evatengesi vakawanda. Richard Winter, mutungamiri wePOPAI, akataura chimwe chinhu chakandibata: "Ipo isu taitarisira kuti vamwe vatengesi vakawanda vakamirira kusvika paminiti yekupedzisira kuti vafunge kutenga, takashamisika chaizvo kuwana 82% yesarudzo dzekutenga dzinoitwa muchitoro."

Rega izvozvo zvinyure mukati kwechipiri. Zvinopfuura 8 kubva pagumi kutenga zvichiri kutorwa kana mumwe munhu apinda muchitoro chako. Mari yese iyoyo inoshandiswa pakushambadzira paTV, pasocial media, kupesvedzera mishandirapamwe-inopinza vanhu pamusiwo, chokwadi. Asi chisarudzo chaicho? Ndizvo zviri kuitika pasherufu.

Uye hazvisi chete zvihwitsi uye chingamu zvatiri kutaura nezvazvo. Chidzidzo chePOPAI chakachityora nechikamu:

Maswiti & chingamu: 89% mu-mutengo wesarudzo muchitoro

Skincare: 83%

Zvipfuwo zvekushandisa: 81%

Waini nemweya: 79%

Kunyangwe zvikamu zvaungafunga kuti vanhu vagara vatsvaga{{0}kuchengetwa kweganda, chikafu chezvipfuyo-zvichiri nehomwe mu-mitengo yesarudzo muzvitoro.

Hedzinoi imwe nhamba yandinoona ichinakidza: apo chiratidziro chine mhando chaiyo chaivepo mu-chitoro, potse1 mu6 kutengamuchikwata ichocho akaenda kune iyo brand. Kwete nokuti chigadzirwa chacho chaiva nani. Kwete nekuti yaive yakachipa. Nokuti zvakanga zvakadarozvinoonekwa nenzira kwayo.

Nei POP Ichishanda: Iyo Psychology Iwe Unogona Kunyatso Kushandisa

Zvakanaka, saka iyo data inoti POP ine basa. Asisei? Chii chiri kunyatsoitika muhuropi hwemushopu hunoita kuti chiratidziro kana chiratidzo chichinje maitiro avo?

Ndichaparura izvi kuita madimbudzira matatu epfungwa anotorwa nevatengi-uye zvakakosha, magadzirirwo aungaite POP yako kuti ishande nezvidimburiko izvi pane kupikisana nazvo.

Cognitive Mutoro Kuderedza

Avhareji yekuAmerica supermarket inotakura pakati pe30,000 ne50,000 SKUs. Funga nezvazvo kwekanguva. Zviuru makumi mashanu zvigadzirwa zvakasiyana, zvese zvinokwikwidza kuti zvitariswe.

Uropi hwako mumuviri haugone kuongorora chimwe nechimwe. Haisi usimbe-iri kungoshanda pasi pezvirambidzo. Saka rinoitei? Inobiridzira. Inotsvaga masaini anoti "uyu akakodzera kutariswa newe" uye inofuratira zvimwe zvese.

Chii chinokosha sechiratidzo?

Kupfapfaidza kweruvara kunotsemuka kubva munzvimbo dzakatenderedza

Mutengo wekudaidza wakakura kupfuura mamwe

Fambisa-chero chinhu chinofamba

Nzvimbo-yelero yeziso inowana 35% kutariswa kupfuura sherufu yepasi

Chidzidzo che2019 chakaburitswa muJournal of Retailingakawana chimwe chinhu chinonakidza. Zvitoro zvinoshandisa zviratidzo zveunhu hwakajeka-zvikuru, zvichiita kuti zvive pachena zvekutanga kutarisa-zvakaona vatengi vachipedza23% shoma nguva yekutsvaga. Asi heino kicker: vatengesi vamwechete vakashumayepamusoro kugutsikana zvibodzwa, uye ivo chaizvoizvoakatenga zvimwe.

Hakusi kupesana. Vakatenga zvimwe nekuti havana kupera simba nekutsvaga. Vakafara zvikuru nekuti kutenga kwaiita nyore.

Uku kutarisisa kwakakosha: yakanaka POP haisi yekunyepedzera vanhu kuti vatenge zvinhu zvavasingade. Ndezvekubatsira vanhu vakakurirwa kuti vafambise sarudzo nemazvo. Kana iwe waderedza cognitive mutoro, uri kupa sevhisi.

Saka izvi zvinorevei kune zviratidziro zvako?

Usawedzera mamwe mashoko. Bvisa.Chese chinhu chiri paPOP yako chinofanira kuwana nzvimbo yacho. Kana uine tag ine logo, zita rechigadzirwa, mutengo, bhakodhi, meseji yekushambadza, uye yekuzviramba zviri pamutemo-unowana zvakawandisa. Ziso remutengesi richabva pairi nekuti hapana hutongi, hapana kujeka "tarisa pano kutanga."

Gadzira kukanganisa kwekuona.Chiratidziro chako chinoda kutaridzika chakasiyana nekwachitenderedza kunyoresa sechiratidzo. Ruvara rwakafanana nesherufu? Invisible. Saizi yakafanana nezvimwe zvese? Invisible. Unoda kusiyana.

Ziso level is real estate. Rishandise nekuchenjera.Kana iwe uchibhadharira premium sherufu chinzvimbo, usatambise pane chigadzirwa chinozvitengesa. Isa vhezheni yako itsva ipapo. Isa chinhu chako chepamusoro-soro{{2}papeji ipapo. Isa chinhu chinoda rubatsiro ipapo.

Kurasikirwa Kuvenga

Heino nhamba ichiri kushamisa vanhu vazhinji: vanhu vanonzwa kurwadziwa kwekurasikirwa nechimwe chinhu nezvazvozvakapetwa kavirisekunakidzwa kwekuwana chinhu chimwe chete.

Uku hakusi kushambadza fluff. Zvakabva mubasa raKahneman naTversky reProspect Theory{1}vakahwina Mubairo weNobel pazviri. Tsvakurudzo yakadzokororwa kane mazana mutsika dzakasiyana uye mamiriro.

Izvi zvinorevei mukutengesa kwekutengesa?

Zvinoreva kuti "Chengetedza $5" uye "Usapotsa $5 mukuchengetedza" haisi meseji imwechete. Vanonzwa vakasiyana zvachose nehuropi hwemutengesi.

"Chengetedza $5" inowana. Zvakanaka. Chinhu chakanaka.

"Usapotsa madhora mashanu ekuchengeta-nhasi chete" kurasikirwa kunogona kuitika. Uropi hwako hunoverenga kuti: kana ndikasaita, ndinorasikirwa nechimwe chinhu. Uye zvinounza kusagadzikana kwechokwadi-kushushikana kwakaderera-kusingagadzirike kusvika watenga chinhu chacho kana kuti wabvapo.

Zvino, ndinoda kungwarira pano nekuti izvi zvinogona kushandiswa zvisirizvo. Kana chiratidzo chega chega muchitoro chako chichisheedzera "NGUVA INODZIDZWA! USARASIKA!" inomira kushanda. Vatengi vanoigadzirisa, kana kuti zvakatoipisisa, vanonzwa vachidzorwa uye vanorasikirwa nekuvimba.

Chinokosha ndechekutaura uye kuvimbika.

"Nhasi chete" inofanirwa kuve nhasi chete

"Ipo zvekushandisa zvichiripo" zvinofanirwa kuoneka chete kana zvekushandisa zvakashomeka

"Mukana wekupedzisira" zvinoreva kuti ndiwo mukana wekupedzisira

Kana iwe ukashandisa kukurumidza nekuvimbika, inoshanda zvakanaka nekuti uri kubatsira vanhu pachokwadi kuita sarudzo yavanogona kumbomisa. Kana ukaishandisa zvisina kuvimbika-uchiita zviratidzo zve“final sale” kwemwedzi mitatu zvakananga-unodzidzisa vatengi vako kuti vasakufuratire.

Nhamba dzekongiri dzinokunda zvikamu."Chengetedza $15" inonyoresa nekukurumidza pane "Chengetedza 15%." Mari yedhora inokurumidza kuoneka; chikamu chacho chinoda masvomhu epfungwa. Kana uri kudzikisa chikamu, wedzera mari yedhora: "15% kubva - Chengetedza $15 pachinhu ichi."

Mazuva ekupedzisira anofanirwa kuve akajeka."Nguva shoma" hairevi chinhu zvakare. "Ends Sunday 6PM" zvinoreva chimwe chinhu. Kana uri kushandisa dhijitari signage, ratidza kuverenga pasi chaiko. Zvinoita sezvine gimmicky, asi data rinogara richiratidza kuti inoshanda-nekuti inoita zuva rekupedzisira.chaiye.

Nei "Mutengesi Akanyanya" Matagi Akakodzera Huremu Hwavo muGoridhe

Kana vatengi vasina chokwadi-uye vatengi vazhinji vasina chokwadi nezvezvinhu zvakawanda-vanotsvaga zvingangoziva zvakaitwa nevamwe vanhu.

Aya haasi maitiro ehwai. Zvine musoro. Kana iwe usina ruzivo rwakakwana nezvechigadzirwa, uye iwe unogona kuona kuti zviuru zvevamwe vanhu vakazvisarudza, iyo data inobatsira zvechokwadi.

"Best Seller" ma tag anoshanda. "Vashandi Sarudza" ma tags anoshanda. "#1 muChikamu" ma tags anoshanda. Wongororo uye zviyero zvenyeredzi zvinoshanda.

A 2021 Harvard Bhizinesi Bhizinesi Chikoro chekushanda bepa rakaedza izvi newaini kuratidza. Mabhodhoro akanyorwa kuti "Most Popular in Store" akaona a13.6% kutengesa kusimudzamaringe nezvinodzora zvisina kunyorwa. Waini yakanga yakafanana.

Ndiyo 13.6% inosimudza kubva pabepa uye mazwi mashoma. Hapana kuderedzwa. Hapana yakakosha kuiswa. Ingori chiratidzo chaiti "vamwe vanhu vakasarudza izvi."

Asi pano ndipo panonyanya vatengesi vanokanganisa izvi: vanoisa ma tag e "Best Seller" pane zvese, kana kuti vanoaisa pazvinhu zvisiri kutengeswa zvakanyanya, kana kuisa "Staff Pick" pasina chiratidzo chekuti.izvomushandi kanaseivakainhonga.

Humbowo hwemagariro hunoshanda chete kana hwakavimbika. Iyo nguva vatengi vanonzwa kuti "Best Mutengesi" ingori nzira yekushambadzira kwete chaiyo data, inomira kushanda.

Taura zvakananga."Best Seller" zvakanaka. "Best Seller - 2,847 kutengeswa mwedzi uno" iri nani. "Sarudzo yaSarah - Ndinoshandisa iyi mangwanani ega ega" yakatonaka nekuti ndeyako uye yakanangana.

Shandisa kushomeka nemazvo."Vatatu chete vasara mustock" humbowo hwakasimba hwemagariro nekuti zvinoreva kuti vamwe vanhu vanga vachizvitenga. Asi kana sherufu ichigara ichiratidza "Matatu chete asara" kwemwedzi ichipera, waputsa kuvimbana.

Wongororo yakakosha, kunyangwe muzvitoro zvenyama.Vatengesi vakawanda vava kudhinda nyeredzi ratings uye ongororo snippets pasherufu tags. Zvinoita senzira yepaindaneti, asi inoshandawo muzvitoro zvenyama{1}nokuti ipfungwa imwe chete. Vanhu vanoda kuziva zvaifungwa nevamwe vanhu.

IKEA, ALDI, uye Zvavakanyatso fungidzira

Rega ndigovere chimwe chinhu chandinofunga kuti chinopotsa kana vanhu vachiongorora makambani aya.

Wese munhu anotaura nezve IKEA's showroom marongero uye hunyanzvi hwe "nzira yakamanikidzwa." Asi handicho chidzidzo chaicho chePOP kushambadzira. Chidzidzo chaicho chiri mumatagi emitengo yavo.

Nguva inotevera iwe uri muIKEA, nyatsotarisa kuti vanonyora sei ruzivo rwechigadzirwa. Iwe hausi kuona:

"KALLAX Shelf Unit - Particleboard ine laminate kupera, 77x147 cm"

Iwe uchaona chimwe chinhu chakadai:

"Pakupedzisira, nzvimbo yemabhuku ose iwayo aunoramba achireva kuverenga. KALLAX. $69."

Kana pachiratidziro chemubhedha:

"800 thread count. Nekuti unopedza chikamu chimwe muzvitatu chehupenyu hwako wakarara-unogonawo kuva wakasununguka."

Iri idambudziko-mhinduro yekunyora pasherufu. Havasi kudoma zvinhu. Vari kubvuma kushushikana kune mutengi anotova nazvo uye nekukasira kuburitsa chigadzirwa sechigadziriso.

Izvi zvinoshanda nekuda kwekudzikisa mutoro wekuziva-vari kuita basa repfungwanokutimutengi. Pane kuti uone kuti sei ungada sherufu, vari kukuudza kuti: "Une mabhuku ari kuunganidza. Heino mhinduro."

ALDI inoita zvakapesana chaizvo-uye inoshandawo kuvateereri vavo.

Chiratidzo cheALDI chinenge chakapusa. Nhamba huru nhema. Kuenzanisa kwemitengo kwakananga pakati pezita ravo repachivande nemhando dzenyika. Hapana mararamiro emifananidzo. Hapana kopi yakangwara. Just:

"ALDI SimplyNature Almond Butter: $ 4.99. Mucherechedzo Wenyika: $ 8.49. Zvishandiso zvakafanana. Tarisa iyo label."

Nei izvi zvichishanda? Nekuti ALDI mutengi mukuru akatozvisarudzira{{0}semunhu akakosha-anoziva kutenga. Havadi kunyengetedzwa kuti zvakachipa zvirinani-vakapinda muALDI chaizvo nekuti vanototenda izvozvo. Zvavanoda ndizvouchapupukuti havasi kupira hunhu.

Kurutivi-ne{1}}kufananidza kunopa humbowo ipapo ipapo. Ihwo humbowo hwemagariro evanhu (rudzi rwenyika ndiyo inonongedza), kurasikirwa nekuvenga (uri "kurasikirwa" $3.50 kana ukatenga rudzi rwenyika), uye kuderedzwa kwekuziva kwemutoro (kuenzanisa kwatoitwa kwauri) zvese muchiratidzo chimwe.

Chidzidzo kubva kune vese hachisi "kopi IKEA" kana "kopi ALDI." Ndizvo izvi:POP yako inofanirwa kuenderana nemafungiro emutengi wako pavanopinda nepamusuwo.

Vatengi veIKEA vanosvika vachifunga zvingabvira-imba yangu ingave chii?Saka IKEA's POP inotaura mune zvingangoita.

Vatengi veALDI vanosvika vachifunga kukosha-ndingachengeta marii?Saka ALDI's POP inotaura mukuenzanisa uye manhamba.

Mutengi wako anofungei pavanopinda muchitoro chako? POP yako iri kupindura mubvunzo iwoyo here, kana kuti iri kutaura nezve chimwe chinhu zvachose?

Static vs. Digital: Hazvisi Zvimwe/Kana

Chinhu chimwe chandinoona zvakanyanya vatengesi vanofunga kuti vanofanirwa kusarudza: bepa kana dhijitari. Zvese zviri mumasikirini, kana kunamatira pane zviri kushanda.

Ndiko kukanganisa kuumba.

Static POP(mapepa ma tag, ma acrylic stands, anorembera zviratidzo) yakachipa, inokurumidza kuendesa, uye haidi magetsi. Pamutengo-wakagadzikana,{2}}zvikamu zvinotarisirwa zvakaderera-kufunga zvinonhuwirira, zvinodyiwa, zvekutanga zvekutengesa{{4}bepa richiri iro rinonyanya kudhura-sarudzo inoshanda. Inoshanda. Hapana chikonzero chekugadzirisa icho chisina kuputsika.

Digital POP(electronic sherufu labels, LCD screens, transparent displays, kiosks) zvine musoro kana kuchinjika uye kumhanya zvine musoro. Mutengo unochinja kakawanda pazuva? Kushambadza kunoda kuwiriranisa munzvimbo makumi mashanu ipapo ipapo? Zvigadzirwa zvepamusoro-zvinobatsirika kubva mukutaura nyaya dzevhidhiyo? Ndiko uko dhijitari inowana mutengo wayo wepamusoro wepamberi.

Nzira yakangwara ndeyechikamu-ne-chikamu chekugoverwa:

Kana iwe uri kufunga nezvedhijitari, usayedze kushandura chitoro chako chese kamwechete. Tanga nenzvimbo dzako dzepamusoro-dzinorovera{2}kazhinji madhipatimendi matsva, zvinyorwa zvekushambadza, kana zviratidziro zvemwaka. Idzo ndidzo nzvimbo dzinowanzo chinja mutengo, zvinoreva kuti ndipo panowanikwa mari dzevashandi uye ROI math iri nyore kuratidza.

Zvinhu Zvaunogona Kuita Mangwana

Ndisati ndapedza, hezvino zvinhu zvishoma zvisingade chero michina mitsva-inongosiyana nzira kune zvauri kutoita.

Ita kuti mutengo uwedzere, logo idiki.Vatengi vanopedza 3-7 seconds vari pasherufu. Mubvunzo wavo wekutanga ndewekuti "marii?"{{3}kwete "chii rudzi?" Zvizhinji zvezvinhu zvePOP zvakapihwa nevatengesi zvinoisa logo pamberi nepakati nekuti mamaneja emhando ane hanya nekuonekwa kwelogo. Asi vatengi havadaro. Kana iwe uine chero chaunotaura mairi, sundira mutengo kanenge 2x saizi yelogo.

"Chengetedza $X" inorova "X% kubva."Nhamba dzekongiri dzinonyoreswa nekukurumidza kupfuura zvikamu. Tsvagiridzo yaKahneman inotsigira izvi. Kana zviratidzo zvako zvepromo parizvino zvichiti "15% yabviswa," edza kuyedza "Chengetedza $15" uone zvinoitika.

Ipa vanozeza kutenga sarudzo.Kana iwe uine maSKU mashanu pasherufu uye kutengesa kutarisisa mune imwe kana maviri, batsira vasina kusarudzwa vatengi nekumaka iyo yakakurumbira. "Store's 1 Mutengesi" kana "Inonyanya Kuzivikanwa Sarudzo" inobvisa kunetseka kwekusarudza zvisizvo. Hausi kunyengedza chero ani zvake{3}uri kuvabatsira kusarudza.

Kukwidziridzwa kwega kwega kunoda nguva yekupedzisira."Special Price" ine zero kukurumidza. "Special Price - Inopera Svondo" ine kukurumidza. Kana uri kushandisa zvikwangwani zvedhijitari, ratidza wachi chaiyo yekuverengera. Kana bepa, padiki dhinda zuva rekupedzisira.

Mufananidzo Mukuru

Ngatiswededzei kunze kwesekondi.

Kutengeswa kwepasi rose kweESL kwakaputsa mayunitsi miriyoni zana muQ3 2024. Pakazosvika hafu yekutanga ya2025, nhamba iyi yanga yave miriyoni mazana matatu-211.4% gore{{6}mu{{7}kuwedzera kwegore. Grand View Research inofungidzira musika pamadhora 1.85 bhiriyoni muna 2024, inofungidzirwa kuti icharova 7.54 bhiriyoni panosvika 2033.

Kuendeswa kwaWalmart kuri kutyaira zvakawanda izvi, asi chiratidzo chakafara ndechekuti wave wave unotarisirwa kukurudzira kutorwa pakati pevamwe vatengesi zvakare.

Izvozvo zvinorevei kwauri? Chokwadi, zvinoenderana nemamiriro ako ezvinhu. "Munhu wese ari kuzviita" chikonzero chakaipa chekushandisa mari. Asi kana uchitarisana ne:

Mutengo unochinja uchidya basa repasi svondo rega rega

Kukanganisa kwemitengo kunokonzera kunyunyuta kwevatengi

Vakwikwidzi vane zvitoro zvinotaridzika zvazvino kupfuura zvako

Kushambadzira kunorwadza kuita

...ipapo zvinotoda kumhanyisa manhamba.

Kupedzisa

Kushambadza kwePOP hakuna kunetsa. Pamusoro payo, ndizvo chete izvi:panguva iyo mutengi anosarudza kutenga, vape chikonzero chekuti hongu.

Icho chikonzero chinogona kunge chiri mutengo (ALDI). Inogona kunge iri mararamiro (IKEA). Inogona kunge iri kushanda zvakanaka (Walmart). Mafungiro akafanana-kuderedza ndangariro, wedzera kurasikirwa, kupa humbowo hwemagariro-asi maitirwo acho anofanira kuenderana nemafungiro emutengi wako.

The hardware-bepa, e-inki, LCD, chero-rinongori kutakura. Shoko ndiro rine basa. Wana izvozvo kutanga.

Kana uchida kutaura kuti POP yedigital ingaratidzika sei pamamiriro ako ezvinhu, kana kuti uchingoda kugadzikana-ona kuti zvine musoro here mune zvemari,tinofara kutaura. Hapana chinosungirwa. Dzimwe nguva mhinduro ndeye "namatira nebepa ikozvino," uye isu tichakuudza izvozvo kana chiri chokwadi.

 

Quick links kana iwe uchida kutarisa

 

Electronic Shelf Labels
E-inki, 2.66" kusvika 7.3", 5+ bhatiri regore

LCD Sherufu Inoratidza
28" kusvika 49.5", imwe chete kana kuti kaviri-chiso

Transparent Screens
27x10" uye 42x23", bata sarudzo

Self-Service Kiosks
Touchscreen terminals