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Retail positioning is a key component of product marketing.
Poor positioning in a grocery store could include:
- A product that is not where a consumer expects it to be. For example, a fat-free hummus being placed in the yoghurt isle may be difficult to find.
- A product that is physically out of reach or out of sight for the consumer. Products that are on the highest shelfs or on the very bottom ones are not ideal unless they're targeted at children (for the low shelfs).
- Products with insufficient shelf space. If a new product only garners 1 or 2 feet of visible shelf space it runs the risk of never being discovered. New product lunches should aim for at least 5 feet of shelf space for maximum visibility.
- Products that are typically spontaneous purchases that are not on a consumer's typical walking path through the store. For example, candy bars placed in the ethnic foods section would be unlikely to do as well as if they were placed up near the registers or in an aisle that a consumer must walk through to get to the milk.
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∙ 11y ago
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