Does providing more product details in the flyer lead to more sales?

15Apr10

Virtually every grocery store flyer includes the name, picture and price for each advertised product. Assuming you have the room and the inclination, does increasing the level of detail help to drive more sales of these products? Here are some of the things you might include in the flyer when pursuing such an approach:

– A map of where each of the featured products can be found in the local store
– A copy of the nutrition facts panel that you’d find on the product package
– A short list of similar products in the store that are healthier, cheaper, or otherwise a bit different than the advertised item

There’s no simple answer to this question. Consider the following scenario: just the other day, I had a tough time locating a product I saw in the store flyer. But once I found it, I ended up rejecting it because the nutritional content was rather questionable. If I knew the location ahead of time, I would have found the product right away. But if I had already seen the nutritional info, I would never have bothered looking for it in the first place.

In all, giving customers access to relevant details early in the decision process will tend to increase the conversion rate. However, you don’t want to intimidate them with too much, too soon. With this in mind, I’d be very curious to see the results of a split test between a classic store flyer that focuses on the product name, picture and price, versus a more detail-heavy flyer that includes some of the extra data points I described above.



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