Furniture polish is located within the cleaning aisle, in the centre of the store, so there are many walk-through shoppers looking at products in the aisle. A significant number of these deviate from their shopping lists to look at displays that catch their eye.
The furniture polish section occupies a relatively small space. When Visuality visited stores, it discovered out of stocks were an issue.
Many customers found this frustrating as they felt there was an element of missing something in terms of their product choice. This also resulted in high numbers for non-buyers.
Stock issues are all the more important when you consider that, while 40% would choose a different brand if the one they wanted were out of stock, 24% said they would leave and buy another time while 6% would leave and buy elsewhere. Add to this the fact that furniture polish is a low purchasing frequency product, with half of purchasers buying the item and associated products such as beeswax, spray oils and ‘dust-grabbing’ dusters only every two to three months, and the frustration is well founded.
Of the shoppers entering the aisle, nearly three-quarters (73%) intended to buy a product. The majority of shoppers were observed stopping and interacting immediately upon entering the aisle, often with four or five different categories.
A high percentage of choices were motivated by habit, as there were no offers to prompt a change in buying behaviour. But 76% would consider changing brands if there were an offer. Some felt that seeing a TV ad or reading a magazine review would encourage them to try an offer on a new item.
Money off or vouchers were the preferred option for new products, as there was less risk involved. Bulk buy offers were seen as good value for established products.
Six in 10 said they bought a specific item as they had used it before and just under a quarter (24%) as a result of recommendation. Only 3% mentioned good value. Other reasons given were “an experiment” to “try a new scent” and because it was a ”multi-purpose item”.
The role of brands was important, with 87% choosing a branded product and just 13% own label. Nearly half (47%) bought the same brand each time. Brand loyalty is strongest among shoppers who purchase spray polish and specialist cleaners, where there is a smaller repertoire of brands. Those who use branded dusters are more fickle, despite the requirement of duster handle kits. Some shoppers indicated they used refills without the attachments.
Older customers were more likely to stick with a brand of which they had experience. Younger shoppers were far more receptive to exploring new products/innovations.
There is the potential for packaging and product innovation as the sector is seen as being old-fashioned.
Over half (57%) said nothing caught their eye at the display while 10% mentioned empty spaces and out of stocks. A fifth said packaging. No-one was able to find anything of note about the display, and in many cases said the only item that stood out for them was the one they regularly purchased.
The furniture polish section occupies a relatively small space. When Visuality visited stores, it discovered out of stocks were an issue.
Many customers found this frustrating as they felt there was an element of missing something in terms of their product choice. This also resulted in high numbers for non-buyers.
Stock issues are all the more important when you consider that, while 40% would choose a different brand if the one they wanted were out of stock, 24% said they would leave and buy another time while 6% would leave and buy elsewhere. Add to this the fact that furniture polish is a low purchasing frequency product, with half of purchasers buying the item and associated products such as beeswax, spray oils and ‘dust-grabbing’ dusters only every two to three months, and the frustration is well founded.
Of the shoppers entering the aisle, nearly three-quarters (73%) intended to buy a product. The majority of shoppers were observed stopping and interacting immediately upon entering the aisle, often with four or five different categories.
A high percentage of choices were motivated by habit, as there were no offers to prompt a change in buying behaviour. But 76% would consider changing brands if there were an offer. Some felt that seeing a TV ad or reading a magazine review would encourage them to try an offer on a new item.
Money off or vouchers were the preferred option for new products, as there was less risk involved. Bulk buy offers were seen as good value for established products.
Six in 10 said they bought a specific item as they had used it before and just under a quarter (24%) as a result of recommendation. Only 3% mentioned good value. Other reasons given were “an experiment” to “try a new scent” and because it was a ”multi-purpose item”.
The role of brands was important, with 87% choosing a branded product and just 13% own label. Nearly half (47%) bought the same brand each time. Brand loyalty is strongest among shoppers who purchase spray polish and specialist cleaners, where there is a smaller repertoire of brands. Those who use branded dusters are more fickle, despite the requirement of duster handle kits. Some shoppers indicated they used refills without the attachments.
Older customers were more likely to stick with a brand of which they had experience. Younger shoppers were far more receptive to exploring new products/innovations.
There is the potential for packaging and product innovation as the sector is seen as being old-fashioned.
Over half (57%) said nothing caught their eye at the display while 10% mentioned empty spaces and out of stocks. A fifth said packaging. No-one was able to find anything of note about the display, and in many cases said the only item that stood out for them was the one they regularly purchased.
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