Chakradeo says that the team suggested placing the brand in bins near the checkouts. We try and put products which are ���impulse��� but have a higher recall.��� Yet another instance was the introduction of Rite Cereal Bars, where the brand wanted space only in health food shelves.
���It is mutually beneficial for both parties if we drive it together,��� says Chakradeo.Ĭiting the instance of Cadbury Lite, which is targeted at health conscious customers, he says: ���It did good business at the checkouts. If Future Group���s stance is one of using the space exclusively for store brands, players like Hypercity are looking to drive off-take by partnering with other brands. Without citing numbers, Mall adds that the formats have successfully sold toys, combi deals in foods and even home linen. ���It���s our reserve and we use it in the best possible way,��� he states. Mall of Future Group states that by and large, this space is used by the group���s formats to pick the best in-house promotions on offer and pitch them near the tills. Given the popularity the space commands, retailers too have begun cashing in on checkouts to push their own labels and brands. Bajaj of ITC, however, believes it���s a period of evolution of modern trade in India, and things will eventually acquire a sense of sanity. Also, retailers may raise the price for POS space!��� Not that the revenue potential of the space is lost on the retailers (See Box: Space Jam) they are the ones already dealing with brands making a bee-line for the limited area.įor that matter, Guha of In-store believes there���s an abundance of herd mentality here, and that brands are rushing to check-in at the checkouts without sparing a thought to optimisation. ���It is with a great deal of effort that the key account sales team has been able to edge out other players from POS across various modern trade chains,��� he remarks, candidly adding, ���We don���t want to come across as aggressive to provoke the competition. So, for instance, the manager of one beverage brand refused to share any information about the kind of initiatives the brand has undertaken with specific chains. Saying that the fight for checkout - counter space is fierce is putting it mildly. So one is witnessing a mad rush,��� he explains. Also, the density of shoppers at the aisle is lesser compared to the traffic at the checkouts. ���From a small bar of chocolate to an expensive perfume, every brand is attempting to satiate indulgence. Sayan Guha, vicepresident, In-Store Consulting, adds that today, impulse purchase is no longer about low pricing, but more about indulgence. The trick is to try and provoke the consumer to pick it and drop it in the trolley.��� ���And in the time to come, more brands will look at moving into the impulse purchase space. ���It has to be within arm���s reach of the customer to tempt her to pick it up,��� he says. Marico, for example, has used the checkout space for its functional foods brand, and Sameer Satpathy, head ��� marketing, Marico, believes that concept selling for such categories is necessary. Fuelling this battle for POS space is the changing definition of impulse purchase, which has got brands normally not seen in this space fighting it out with traditional ���impulse��� brands.
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