Mounting challenge

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Vogel’s market research clearly shows that customers are still reluctant to mount their flat screen TVs on the wall, while independents are missing out on this significant sales opportunity, says James Attfield, Vogel’s UK manager.

Market research conducted by Vogel’s showed that while 90% of consumers aspire to have their flat screen panels ‘floating on the wall’, only 18% take steps to achieve that wish.

It means that consumers are not taking advantage of space-saving benefits offered by wall mounts and brackets, and that retailers don’t communicate them to their customers.

The research also highlighted the fact that independents are missing out on this important product category. One in five TVs sold by mass merchants are sold with the brackets while only one in twenty TVs purchased from independent stores leave the shop with the bracket.

Almost 90% of shoppers make the decision to buy a specific wall mount in-store. Shoppers come into the store well informed – 65% check out the internet first – but they want a ‘hands-on’ experience of the product before making a final purchasing decision. That’s because consumers feel insecure when it comes to selecting the right mount.

We know that consumers in general need to touch and feel the mount to check its quality, so an in-store demonstration is vital. And a good demonstration board, like the ones provided by Vogel’s, is a key selling tool for a retailer. 

Research carried out by Vogel’s also showed that consumers think that buying a wall mount is a complicated process. By providing customers with all the information they need and demonstrating how the mounts work the retailer removes a big hurdle to a successful sale. 

Functionality of the mounts is one of the most important considerations for the customer. It is therefore key that packaging features diagrams indicating whether the product Turns, Tilts or stays Flat against the wall. Screen size is another key factor and this information needs to be prominently displayed and highlighted on the packaging.

The research also showed that in 42% of all cases, buying a wall mount was a joint shopping experience (between a man and woman). It is worth remembering that the sexes differ when it comes to purchasing decisions: men buy a product, while women buy a solution. So with the latter in mind don’t forget to promote cable columns too. 

Our research, which included camera footage, also showed that some consumers found it difficult to locate a product that matched their needs, because shelves were not logically organised or self-explanatory. Often they don’t follow the search/decision-making process of the consumer.

In fact, the best way to arrange mounts is to start with Full Functionality at the top, running down to Basic/Flat mounts at the bottom.  Products should also be arranged in size order – from smallest to largest, left to right. The packaging then guides the consumer.

The Vogel’s research also indicated that the consumers are most likely to interact with the demonstration boards and pay attention to the products located on the shelves located at eye level.

If consumers have children, retailers should point out too that brackets offer a far safer way to display a heavy TV than other AV furniture, as most of them will carry as much as three times their ‘official’ weight capacity.

Finally, retailers should remember that mounts and brackets are a ‘silent’ product category with great growth potential, offering one of the highest margins in the industry, and more profit per square metre than the TV section.

Tips for increasing sales

•       Locate the Full Functionality models at eye level, running down to Basic Flat mounts at the bottom

•       Display products from smallest to largest, left to right letting the packaging guide the consumer

•       Don’t forget to ask your customers whether they have children at home. If this is the case, point out the safety element of using brackets to mount heavy TVs on the wall

•       Draw consumers’ attention to cable columns – 80% said hiding cables was of key importance to them 

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