The Art of Facing in Retail: A Comprehensive Guide

Introduction

Facing in retail, also known as blocking, zoning, or leveling proper shelf space, is one of the key building blocks for retail success. This practice involves moving products to the front of the shelf, creating a visually appealing display that meets customer demand and boosts sales.

Understanding the Concept of Facing in Retail

Facing in retail serves two meanings and is a common practice in various retail settings, such as grocery stores, drug stores, convenience stores, and many department stores. These establishments often have a wide range of products displayed on shelves, making facing a vital strategy for maintaining order and enhancing the shop' visual appeal.

The Dual Nature of Facing

Facing in retail serves two purposes and can be understood as nouns and verbs. This dual nature adds to the complexity and importance of facing in a retail environment.

Facing as a Noun

When discussing facing as a noun in retail, we're referring to the count of similar items (or identical SKUs) on a shelf oriented in specific ways toward the customer. To illustrate, let's consider a scenario where a store's planogram specifies that a well-known brand of tomato soup should have five cans as its facing, while a less popular brand has only two cans. This arrangement draws attention to the premium brand, ensuring each product has optimal facings.

Facing as a Verb

In retail, when we use 'facing' as a verb, we're referring to aligning each item to position it at the front edge of a shelf, with the edge of its label directed towards the customer. For example, during less busy periods in the store, it's common for cashiers to be tasked with facing products to maintain a neat and organized appearance.

The Importance of Facing in Retail

Facing is not just about aesthetics; it plays a crucial role in enhancing the shopping experience and should be considered a part of customer service. It's a final touch that shoppers say makes a big difference when a customer approaches a shelf.

Enhancing the Shopping Experience

Using proper shelf space and straightening your merchandise, facing forward, makes it easier for customers to find what they want. They can also compare products more easily if they're in a neat row. This is why facing is so retail important.

Creating an Illusion of Abundance

Furthermore, effective shelf-facing contributes to the perception that a store is abundantly stocked. A psychological aspect is at play here - a well-organized and seemingly plentiful store can positively influence retail sales. Even if the stock behind the first row of products is limited, the impression given to customers is one of a fully stocked store.

How Facings Are Determined

Many factors, including the number of sales per brand, usually determine facings. The brands that sell the most get more facings. This competitive pricing aspect of shelf space in retail or wholesale stores is crucial for maximizing sales and profits for retailers.

The Role of Sales

Retail stores aim to optimize their sales and profit margins, and one strategy to achieve this is allocating more shelf space to their best-selling brands. This highlights popular items and caters to customer preferences, thereby driving sales. Similarly, store managers want to keep customers happy by staying supplied with specific brands. They can better prevent out-of-stock situations by putting more boxes or cans of merchandise on the shelves.

The Advantages of Facing

There are certain inherent advantages to allocating specific numbers of product facings for each brand. These advantages extend to both the stores and the manufacturers.

Benefits for Stores

Stores can stay more organized with top-selling brands using facings. Stores typically place plastic tags along the fronts of shelves. These tags designate which brands belong in certain spots. The shelf tags also contain specific codes, which makes it easier for stores to count or order more products. This leads to easier inventory control.

Benefits for Manufacturers

Manufacturers also benefit from having a more significant number of facings for their brands. They can sell more products with the additional product facing and shelf space, leading to more money. They may also benefit from the consumer perception that when consumers see more brand facings means better products. This can lead to memorable branding over six months or longer.

Adding Facings

Manufacturers can increase product facings in stores by utilizing in-aisle or end-cap displays. This strategy allows them to showcase their products on the standard shelves and on additional display units. It's common for manufacturers to leverage these displays when they're running promotions or special offers. Such offers could encompass rebates, coupons, or discounts on particular brands.

grocery, in-aisle, display

In-Aisle Displays

In-aisle displays are an effective way to increase the visibility of certain products. These displays are usually placed in the middle of aisles and can draw attention to products that might be overlooked on regular shelves.

End-Cap Displays

End-cap displays are located at the end of aisles and are highly visible to customers. These displays are often used to showcase promotional items or new products. They can significantly increase the number of facings for a particular product, leading to customer demand and an immediate peak in sales of certain products.

The Role of Employees in Product Facings

Facing is not a task that is done once and forgotten. It requires much work, hard regular attention from store employees next order to maintain the neat and organized appearance of the store.

Regular Facing Tasks

Facing should be done daily, if not throughout the day, to ensure the store is kept tidy for shoppers. Employees with other roles in the store often perform these tasks, such as customer service, stocking shelves, and cleaning.

Facing During Slow Times

Employees, such as cashiers, are often asked to begin facing products during slower times. This helps to keep the store looking its best even during less busy periods.

Facing Closing Time

Facing is also commonly done near closing time when fewer customers are in the store. This ensures the store is well stocked and ready to welcome customers the next day with a neat and organized appearance.

Conclusion

Facing in retail is a crucial aspect of visual merchandising. It enhances the shopping experience for customers and plays a significant role in boosting sales. By understanding and implementing effective facing strategies, retail stores can make more space and ensure a neat and organized appearance, increasing customer satisfaction and, ultimately, higher profits. Staying fully stocked and improving facing techniques are essential for any retailer looking to improve facing and succeed in today's competitive market.