Beyond the Shelf—The Invisible Barrier of Communication
From Shelves to People: When Product Appeal Doesn’t Reach the Customer Sales staff don’t know everything. When shopping at drugstores, customers often rely on staff for product recommendations or brief explanations. But salespeople aren’t always fully informed about every product. Sometimes, limited knowledge or personal biases lead to certain products being pushed more than others. 😅 Even when a manufacturer has carefully crafted a product with unique ingredients or features, those points often fail to be communicated effectively at the store—and fade from the customer’s memory. What’s prioritized is “what sells today.” Sales staff usually focus on products that are easy to sell on that day—those with low prices, high turnover, or current promotions. So, even if a manufacturer is enthusiastic—“This new product uses breakthrough technology!”—its appeal might be left behind at the shelf. There’s a wide gap between what brands want to communicate and what actually gets through. The frustration of unheard voices from the field Another issue: sales staff feedback rarely reaches the manufacturer. For example:- “Lots of people pick this up, but it’s hard to explain.”
- “Customers often say the scent is too strong.”
- “We’re seeing more repeat buyers for this one.”