Wii endcap demonstrating how to use their technology. Flickr: jason_coleman

While working with consumer electronics brands, I’ve come upon varying degrees of sophistication in retail strategies. Many believe proposing endcap ideas and featured areas in retail environments is a great “added value,” but a luxury, not a necessity. Times have changed or more specifically, marketing channels need to be reprioritized.

A new study released today from Nielsen called Shopper Modality cites the importance of retail displays: “On average, feature and display alone provides 66% of sales uplift regardless of discounts offered. Focus investments on securing site rather than diluting price point.”

Although, this is just one piece (albeit a critical one in this environment) of the purchase path. Brands need to map their target from introduction or reintroduction of the product through their NEXT purchase of the product and beyond.

There are many areas of influence to persuade consumers to choose your product on the retail shelf and also purchase your “newer, better” version of the technology in the next release. Marketing was invented to support sales, now more than ever, savvy marketers should follow their consumers and create an irresistible journey to their product.