[New post] Shelf space hierarchy

Grocer on a Mission posted: " When you see a product on the shelf that catches your eye it will signal to the consumer. Top shelf is about higher cost, brand popularity, and whether it was purchased by the food manufacturer. The middle shelves will signal second level, moderat" Respond to this post by replying above this line New post on Grocer On a Mission Shelf space hierarchy by Grocer on a Mission When you see a product on the shelf that catches your eye it will signal to the consumer. Top shelf is about higher cost, brand popularity, and whether it was purchased by the food manufacturer. The middle shelves will signal second level, moderately priced and easy to locate. Lower shelves or the bottom may represent cheap and lower quality. Suppose the items on the top were moved to the bottom and the items on the bottom were moved to the top would the perception of the product and the brand change to the consumer? It depends. If the consumer is price sensitive, as long as they could find the product on the shelf it may not matter. If the consumer is brand sensitive, however, the shelf space might influence or make a connection. With mustard for example, Grey Poupon, signals quality and higher price and would be seen at the top of the shelf. If it is seen at the bottom of the shelf, the customer may not find it because it is way back on the shelf space and not seen by the consumer. Mustard brands, however, may not take up a full shelf, -- that is, it may be only on the first three shelves, because there are not enough products. Shelf space is more than a place to stock products; it is a signifier to a consumer. The supply chain issues that are going on for some product categories has led to empty shelves, but it has not meant for products on that are on the bottom shelf be moved to the top, rather they stay where they are designated until the manufacturers catch up and can replenish their products. There are instances where the container is too big to place on the top. A large jar of pickles or beans for example, logically, should be placed at the bottom, because it is heavy and would be seen at the bottom of the shelf. In that case the shelf space hierarchy may not apply. Consumers like their products and the choices. The shelf space completes the story and the purchase for those who care, but for consumers sensitive to price, that is what matters, as long as they can afford it. All products have a story; the shelf just gives it a spot to watch it. This free site is ad-supported. Learn more ​ Grocer on a Mission | December 2, 2021 at 1:58 pm | Categories: Commentary, Grey Poupon, Gulden's, Mustard, Product analysis, Shelf space | URL: https://wp.me/p7eCdR-3Kr Comment    See all comments    Like Unsubscribe to no longer receive posts from Grocer On a Mission. Change your email settings at Manage Subscriptions. Trouble clicking? Copy and paste this URL into your browser: https://groceronamission.wordpress.com/2021/12/02/shelf-space-hierarchy/ Thanks for flying with WordPress.com