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QX | Dealer Customer Service Program MODULE 3 – The Retail Experience
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The Science of Buying
There is a great deal of research available on consumer behavior and product placement in a store. Waist-level,
eye-level and ankle-level placement can impact sales of an item. However, with medical products, it’s a different
strategy. You want to make it easy for the shopper to navigate the shelves. Use the height levels of the shelves
for size. Place Small sizes on the top shelf, Medium/Large (the most popular sizes) on the middle shelf for easiest
access, and Large/X-Large on bottom shelves.
Experts also recommend clear signage that explains this placement concept. Seniors don’t want to be reminded
they are getting older, so make it easy for them to fi nd products on their own.
Bundling. Placing certain products together in the store. For example, have a display of lotions, creams and
wipes near the incontinence products. Showing how the products work together as a “regimen of care” will help
drive sales and eliminate guesswork for the caregiver.
Add-on purchases. When you see that a customer is buying incontinence briefs, always suggest a related
product they might need, such as peri-wash or wipes.
Recognition. Make the customer feel good. Personal attention, special deals or free products can create
positive feelings.
DidYouKnow?
A study published in the August 2008 issue of the journal Judgment and Decision
Making showed that people are more willing to buy something if they can touch it.
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5. Thompson A. Study: You Touch It, You Buy It. Live Science website. Available at: http://www.livescience.com/3241-study-touch-buy.html.
Accessed August 31, 2011.