How to optimize the display of summer products?

It is known that an adequate visual merchandising plan always leads to good results. However, one of the biggest challenges associated with its planning is, without a doubt, seasonality. Discover, in this article, how to optimize the display of summer products!

What is seasonality?

Some products, such as sunscreens, are more popular in summer than in winter. Now, seasonality concerns the planned and regular deviation of the number of sales, in relation to its annual average. Seasonality can be calculated monthly by comparing values ​​from the current calendar year to the previous calendar year. The calculation must also be carried out in unit terms to obtain a clear view of the results.

Main types of Exhibition

There are two types ofexhibition. Primary exposure and secondary exposure. The first refers to the location of each product within the space, differentiating category and brand, on the various shelves, shelves orservice counters. The second concerns the highlights of the exhibition.Gondolascenterpieces, showcases, special racks, baskets or product pyramids. Essentially, secondary exposure highlights a particular product category.

How to optimize product display?

In pharmacies, an adequate product display is seen as a way of attracting users' attention and increasing sales. The variants are very diverse. These may depend on the season, holidays, social conditions and many other things. To use visual merchandising guidelines competently, you must see them as a way to promote your brand. If you present your pharmacy's goods and services in a strategic visual style, you can attract a greater number of users. Therefore, you must organize the products in a sustainable way.

1 –At the ends of the shelves, place the cheapest items.

2 –Position advertising and informational materials at the entrance;

3 –Decorate the showcase with the most popular products;

4 –Position the most expensive products on the top shelves of the liners.

For merchandising to work, it is also necessary:

– Evaluate the visual content of your products.

Do your products have elegant packaging and are they interesting to people passing by? If so, half the battle is won. Position these products in the window to attract the attention of passers-by;

– Create a complete scenario.

Decorate your storefront strategically. Show people a little of your “history” and characteristics that distinguish your pharmacy from others. For example, in summer, you can place the products on a beach towel, under an umbrella or in the middle of nature. This will give life to the window and provoke certain associations and desires in its users;

– Promote your products and/or services.

Sometimes, it is not necessary to invent anything new, it is enough to focus on advertising an already existing key product, highlighting its qualities. Show the product and packaging in a favorable light, present its advantages, its merits and use signage to attract the attention of your users;

– Actively explore seasonality.

Seasonality is very important for many products. Use summer displays to help people decide to buy things that are more likely to become useful: sunscreens, moisturizers, repellents, etc.

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