The importance of in-store marketing actions in supermarkets and hypermarkets, where product and aisle variety extends to a wide range from groceries to perfumery, from textiles to electronic products, has been emphasized by various research for years. The correct marketing actions implemented at the point of purchase within the store have a significant impact on both customers' shopping experiences and the numerical results of the stores, contributing to the development of brands and retailers.
Among the marketing actions, cross-merchandising stands out as one of the methods frequently used by both brand teams and retail store operators. Cross-merchandising can be defined as displaying products from different categories in separate locations in aisle areas, taking into account customers' usage and consumption habits. Actions such as displaying tea strainers next to tea packages, chips or snacks next to beers, or wet wipes next to children's diapers can be considered examples of cross-merchandising.
In such actions, the most significant question is how products of different sizes and structures, such as strainers, will be displayed in the shelf spaces and arrangement where tea packages are typically placed, and how they can catch the customers' attention. Different designs and models of Point of Purchase (POP) products, called parasites, are the most commonly used solutions in such actions. The type of parasite to be used is determined based on criteria such as the product's size, packaging features, and how it will be displayed. For instance, products that are desired to be seen as soon as the customer enters the aisle can be displayed on double-sided parasites with clips or hangers.
In marketing actions where supplementary products are desired to be placed next to the main product involved in cross-selling (e.g., displaying yeast, cake decorating items, or bread recipe books in the flour aisle), PVC parasites can be used to provide a solution.
In-store marketing actions using cross-selling actions are also preferred by marketing experts to gain a competitive advantage. For example, a new pudding brand may use double-sided parasites in its own aisle to display the product and attract the attention and favor of customers compared to other products in the same aisle.
Products displayed alongside cross-selling can influence purchase decisions and guide customers' consumption approaches, thereby enhancing the customer experience.
The solutions used for display purposes can also be shaped and designed based on the product's package structure and packaging design, positioning them as an advertising medium.