9. Reach you can buy, but stopping power and closing power…
““9. Reach you can buy, but stopping power and closing power are inherent to the product, primarily through the package. Both stopping power and closing power can be measured for individual products, as well as categories. The significance is that some products are good at attracting attention, but poor at closing the sale, whereas others are good at closing, but can’t seem to stop the traffic. Besides remedial package design, appropriate shelf management and promotional strategies can increase the stopping and closing power of existing products.””
About This Quote
This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation.
Products differ in attracting attention (stopping power) and converting interest into sales (closing power); both can be measured and improved via packaging, shelf placement, and promotions.
In simple terms: Some items draw eyes but don’t sell; others sell well but aren’t noticed.
Key Takeaway
Enhance both attraction and conversion.
Themes
marketing
sales
product design
consumer behavior
Mood
analytical
strategic
Type
business
insight
When to use this quote
- retail store layout
- online product pages
- launch campaigns
- category management
Key Concepts
stopping power
closing power
package design
promotional strategy
Questions to Reflect On
- How can you balance attention‑grabbing design with persuasive messaging?
- What metrics best capture stopping vs. closing power?
A Different Perspective
Improving one without the other may waste resources.