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During the period of mass purchases by September 1, as a rule, people come with their families for office supplies, school uniforms and other relevant things. Children and adolescents, even if they do not yet have their own means, in any case take part in the choice of goods. Without touching on the global issues of creating advertising campaigns for a children’s audience, we will touch on a narrow aspect: product display aimed at this audience
cca35491866168a86d834c711eab9e65.jpgDuring the period of mass purchases, by September 1, as a rule, people come with their families for office supplies, school uniforms and other relevant things. Children and adolescents, even if they do not yet have their own means, in any case take part in the choice of goods. Without touching on the global issues of creating advertising campaigns for a children’s audience, we will touch on a narrow aspect: product display aimed at this audience

Features of children’s perception

In short, children are less critical, more emotional and impulsive. The emotional urge “I want” in them is not deposited to the same extent by experience and common sense, as in an adult. Children are attracted by the bright, unusual, cute – without evaluating the practical benefits. In adolescents 12 and older, the appraisal function is already more developed, so they are less ready for impulse purchases. Nevertheless, they are also less resistant to the spontaneous emotional component than dads and moms.

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At eye level

The most elementary move is the placement of bright, colorful, outwardly clinging products at the height of a 7-8 year old child. For first-time students in first grade, shopping for school supplies is exciting and delightful. And parents most often do not interfere with the choice of the children themselves – within reason.

Familiar faces

Or muzzles … or headlights … Children 8-10 years old, both boys and girls, are prone to affection for cartoon and cinematic characters. Notebooks, pencil cases, knapsacks, diaries with “little ponies”, “cars”, “Shrek” and other recognizable characters are a priori more important than beautiful ones that say nothing to the young customer. The display of such goods should also be made taking into account the view of the child. Moreover, these items are worthy of a separate display, for example, in baskets for sales, free-standing boxes and the like. It should be borne in mind that tactile sensations are more important for a child than for an adult. Digging through a mass of vibrant wealth is a tremendous joy. And, of course, it will be beyond the power to let go of what you like.

Another aspect: as psychologists say, children 7-8-10 years old tend to collect. Therefore, a good solution would be to lay out on a separate shelf / rack a product line with the symbols of the most popular cartoons / TV series / computer games in this age group. A good example in recent years has been the mass production and presentation of stationery and children’s goods, united by the theme of the cartoons “Masha and the Bear” and “Cold Heart”.

For boys, products can be combined according to the topics in demand: dinosaurs, cars, pirates, airplanes, and the like.

It will be useful to place information holders on the shelves, indicating where which topics are located.

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Checkout area

As you know, this space of any store is a place for impulse purchases, and, as already mentioned, children are especially prone to them. Laying out little things here like pencils, notebooks, bookmarks, key rings for backpacks, related products like hairpins or badges is a wonderful tool to increase sales.
By themselves, these small goods are inexpensive, and the desire of the child to buy something from them against the background of general expenses will not be perceived with hostility by the parents. And purely psychologically: it is unlikely that an adult wants to feel so stingy as to deny a child a 30-ruble accessory. Or two. Or three.

True, here we must remember about measure. Cluttered checkout area for parents can cause a feeling of imposing goods on the child. And, accordingly, irritation.
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Post Author: Rachel Reinbauer

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