It all started with shoppers grazing on grapes as they walked around the store, often adding up to a significant shrinkage problem for the retailer. In fact, in the case of teenagers window shopping after school, the appeal of some cosmetics may be such as to cause the young consumer to pocket a half used tester, using the logic that the retailer has provided a means of prolonging the test and is actually encouraging the shopper to continue the trial at home, before completing a purchase of a new pack.
On a project in Saudi Arabia, I pointed out to the retail client that leaving half empty bags of confectionery on the fixture was a signal to shoppers that sampling the product was endorsed and even encouraged by store management.
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