Have you ever gone into a retail store with the purpose of buying only one or two specific items, but made additional purchases of other items? What prompted you to buy more than you intended?

Whether you shop at a department store, drug store, home improvement store or supermarket, products are aggressively displayed in areas other than the shelves. Auxiliary displays of promotional items and tie-ins are usually positioned in conspicuous locations to visually capture shopper’s attention with the goal of influencing incremental purchases.Auxiliary displays such as those used for these berries can be effective to help drive sales.

My wife often claims that we always wind up with more than she has on her list whenever I tag along on grocery shopping trips with her. She accuses me of picking up numerous items from the various floor displays located throughout the store, especially in the produce department. I admit to being influenced into making purchases by my own merchandising philosophy of “the advocacy of impulse.”

Some of the best promoters in auxiliary display merchandising are the beer, soda and potato chip vendors. Ever notice how they always manage to obtain key floor spots in the supermarket to set up their supplemental displays of product? And they do it in an enthusiastic and aggressive way by using exciting unique themes. Their displays are all about the entertainment in selling product.

Customers walk up and down the produce department seeking specific items they intended to buy before entering the store. The product displayed on the wall cases and tables are limited in quantities based on allowable space.

Nothing out of the ordinary really jumps out at the shoppers due to all items and varieties blended together. However, if a particular item is placed on an auxiliary display and set in the produce aisle, it will more easily be noticed and lure customers over to it, triggering incremental sales.

Auxiliary displays can increase item sales by 30-35 percent. They are the determining factor in customers making purchasing decisions. The main objective of an auxiliary display is to get customers to buy more items than they planned while they shop.

Here are some tips in perfecting auxiliary display merchandising:

Visual/Theme

Positive first impressions can dazzle customers. Make sure your display is visually attractive to immediately catch their attention. Nearly 80 percent of first impressions are visual. Add a clever theme as an incentive to draw shoppers over to the display and motivate them to make purchases.

Location

Select an area of the department or store where customers are forced to pass. Use prime selling spots like a wing alongside table ends, front of the wall case, or free-standing in an open aisle space. Stay away from dark corners, back walls or odd cubbyholes. Place what you are selling out in the open where it is conspicuous. Store lobby entrances are exceptional locations and you’ll get a sale before shoppers even enter your produce department.

Creativity

Don’t just place a few boxes on the floor and dump an item in them. Use your imagination to make your auxiliary displays unique. Customers like to be entertained while shopping. Put on a show for them by doing something exciting and different. Decorate it for additional buzz.

New

Auxiliary displays are ideal to introduce new variety items, package design changes, or just something different to consumers. Show customers something new and they become curious and immediately interested.

Growth/Profit

Use supplemental displays to increase the sales percentage of certain items or categories. In addition, utilize auxiliary displays to boost profit margin. Don’t be shy in promoting higher retail produce items off the shelf. Go after that big sale and generate additional gross profit.

Trends/Timing

Always be alert for any upcoming or latest food changes, mania, fads or even novelties approaching consumers’ interests. Then apply produce items on auxiliary displays to fit their desired needs. In like manner, consider seasonality as well, especially holidays, springtime berries, summer fruit and fall harvest.   

Selling customers additional amounts of produce over and above what they originally intended to purchase is what it’s all about. Moving that extra case or two of broccoli, tomatoes, melons or berries all adds up to putting more dollars into the produce till. Achieving higher sales and profit all depends on the way you present the product.

Remember, try not to focus only on items your customers already need. Don’t just stock the normal fixtures and think that’s all there is to it. You need to go the extra 10 yards by upselling additional items. Let auxiliary displays do the job for you. Make them captivating and entertaining.

Ron Pelger is the president and CEO of RonProCon, a consulting firm for the produce industry, and a co-founder of FreshXperts LLC, a group of produce professionals. He can be reached by phone at  775/853-7056 or 775/843-2394 (mobile) or by email at [email protected].