After a recent shopping trip to Oxford Street it was interesting to see how Marks and Spencer were developing their Point of Purchase for their meal deal category segmentation of pre-packed sandwich range . Consumer research has shown that too much choice may not be a good thing for the consumer and retailers offering a large product range without a clear understanding of the shoppers journey and needs may ultimately lose out to a competitor who can.
Studies show that on average shoppers take just five seconds to locate and select a given product, generally at a distance of from three-to-six feet. Locating that product occurs when it is visible to the passing shopper and colour is a great way of segmenting the product range. By Marks and Spencer clearly defining their sandwich fillings by colour and bus stops they help the busy professional to find their favourite lunch time meal deal and move on to the important choice of what flavour crisps to buy.
If you look carefully throughout most of the major supermarkets subtle colour segmentation and consumer education has been creeping into almost every aisle and every market sector all with the aim of easing the decision making process for the consumer.
Author: Nigel Dench
Our verdict 9/10 M&S – great use of category segmentation, colour palets and clear signage
December 5, 2011 at 10:38 pm
Having too many choices is totally overwhelming! I love it when I visit a retailer and they are following their niche and offering within that niche rather than trying to get a little bit of everything for everyone. Ikea does this really well with their food offerings. They keep it focused on the Swedish style so the choices are all in line with that.
Thanks for sharing this!
And be sure to stop by the Retail Design Diva and say hi!
-Heather