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AISLE FOR AN AISLETHE WORLD OF EXHIBITIONS IS NOT SO FAR FROM THE LIKES OF THE SUPERMARKET INDUSTRY. JOCHEN WITT TAKES A LOOK AT THE SIMILARITIES

LEARNING CURVEwww.exhibition-world.net Issue 8 | 201139. High margin products are placed on the eye level of customers, lower margin products at lower levels.. Increase dwell time. Research indicates that for every minute shoppers spend in the store, they spend about three per cent more.. Keep customers in the aisles for as long as possible. The most sought after products are therefore placed in the middle section of an aisle, which forces shoppers to take a look at the other products. Also, household essentials like fl our and eggs are often put at different ends of shops so that everyone has to spend time going from one place to another.. Get shoppers to follow a path that's decided for them, either by product placement or signage (Ikea is a prominent model of this).. Good location of products is offered at a premium: Manufacturers pay slotting fees to get a premium location for their products.. Manufacturers are requested to look after the display and presentation of their products in the shelves.upermarket aisles and those found in the halls of exhibition centres around the world share more than one attribute in common. Both offer stands full of third party products, both laid out in such as way as to keep visitors moving through the venue, and both want to make sure when you do leave, you've kept the companies using the venue coming back for more.So what tricks do the supermarkets use, and what steps can you take based on how these methods are put into action? Here, former UFI president and CEO and president of Messe Cologne, exhibition business consultant Jochen Witt, discusses the similarities between our two industries.What can the design of supermarkets teach trade show organisers?At fi rst glance, the question may seem surprising. However, when benchmarking an industry's performance it is always valuable to look into other industries. As an example: in an effort to reduce aircraft emissions on the ground, air traffi c control recently turned to another industry, where every second and every turn counts: Formula One. Airports are expecting high environmental benefi ts from the adaptation of race traffi c technology to air traffi c control. The question here is: is there anything organisers can learn from supermarkets and if so what would it be? Supermarkets are designed for a high turnover of a wide-ranging inventory, aiming for the highest possible ROI for the owner/shareholders. There are some core aspects of supermarket design:. Which products to place where? Research indicates 60-70 per cent of purchases in the supermarket weren't on people's shopping list. SUPERMARKET DESIGN IS A SCIENCE; I DARE TO SAY THAT FLOOR PLANNING IN OUR INDUSTRY IS HIGHLY UNSCIENTIFIC AND UNDERDEVELOPED. ORGANISERS HAVE NUMEROUS POSSIBILITIESIt's not very common to fi nd supermarket managers explaining to product designers how they can best entice people to their products. However exhibitors benefi t from the input given to them by organisers, and mindful stand directors will often go out of their way to make sure they're getting the best out of their exhibition experience. Can you imagine marketing execs from a high-end food purveyor approaching LIDL for style advice...WHERE THE SIMILARITY ENDS