I was in Vietnam recently and saw this terrific display in front of an electrical goods store. The containers stacked next to and op top of each other looked impressive. They made it look like there was a lot of sock to move and this supported the discount pitch.
While it does not look like good visual merchandising, it was, in fact, perfect for the pitch. Shoppers were queueing up to purchase the items. The no-frills approach felt believable even though, upon reflection, it was more likely part of a sophisticated strategy by the retailer.
We use a similar approach but on a much smaller scale in my newsagencies – cutting the tops off boxes of products we are selling at a good discount. This worked particularly well with boxed Christmas cards we bought in for our post-Christmas sales. However, we do it infrequently as we don’t want to educate shoppers.
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