CHAMPNEYS - point of sale

For this brief, I decided to go and see how products are displayed in shops, in terms of cost, information, point of sale and shelf appeal within a shop environment. I decided to focus on a product  in a number of different stores to see how certain factors would differ. It was interesting to see how the same product was displayed throughout different stores, as well as how their positioning and importance changed depending on their popularity and cost.

Boots

In Boots, the Batiste products really stood on the shelf, with scents being brought forward so that they had a large presence. All three sizes were available, as were a large number of different scents. Each bottle offers it's own individual appearance, yet there is evident brand continuity throughout. A regular bottle of Batiste retails for around £2.99 within Boots stores. 

Above, you can see the different sized cans that Boots have to offer, and how the patterns work across different formats. You can also see on the far right of the bottom shelf Boots own brand dry shampoo. This product does not stand out at all in comparison, and looks rather dated and cheap. Next to Batiste, I would expect that customers would rather pay that little bit more for a more attractive bottle, that has a good name in the beauty industry. 

Lee Staffords dry shampoo comes in 'original' only, and is available in just one size. The product retails at £5.49, which is a significant difference to Batiste products. Although the bottle itself is attractive and expensive to look at, it did not stand out as a dry shampoo amongst the other products. 

Above are Mark Hill and Front Row's versions of dry shampoo, which retail at a similar price to Lee Stafford. There are a number of different scents or finishes on offer, and the black bottles make them slick and expensive looking. Although not as bright and vivid as Batiste, they could be seen as less tacky, and the older audience may prefer to carry a product like this around much more than a product by Batiste. 

Mark Hill dry shampoo uses phrases such as 'quick fix', 'pretty little stop out' and 'party the night away' which I think are appealing to the audience they are aimed at. They are fresh, modern and up-to-date.

Superdrug

Within Superdrug, a lot of their focus was on their own dry shampoo brand, unlike Boots who had two bottles on the bottom shelf. Superdrug have placed their dry shampoo right on the top shelf, making sure that the cheap cost is visible to all, by using bright pink stickers. When price is highlighted like this, the customer is more inclined to purchase the cheaper product, despite knowing that Batiste is a trusted brand. 

A lot of the Batiste products were all over the place, and the vast majority were missing lids. It is evident that Superdrug's priority was to sell their own product. There is very little care given to Batiste, whereas the top products are all lined up and neat.

Although the designs of the Batiste products are much more aesthetically pleasing and stand out, I would not purchase a product that has most likely been used within store.

Fat Hair offer their own dry shampoo, however, when it is part of a whole range of products, it can sometimes be different to find. They also tend to be a lot higher in price and don't stand out as an individual item.

Bodycare

Bodycare evidently offers well known brands at lower prices, and their main aim is to make sure everyone knows about this. As Batiste is a popular brand, they know that people will want to know where it is and how much it costs. The point of sale in Bodycare was therefore all about price. Batiste is on offer here for £1.49 for one of the larger bottles, which will usually set you back about £4 in Boots or Superdrug.

Smaller bottles available elsewhere in store.

Other own brands of dry shampoo that look extremely tacky and represent their low cost. At just 50p more, the customer would be much more inclined to purchase a Batiste product.