I have never noticed the amount of marketing techniques grocery stores use until a recent trip to one. I went for one reason and that was to pick up a loaf of bread. I not only left with a loaf of bread but numerous other items I did not necessarily need. On my way to the bread aisle I passed tempting food items located at the end of each row. I couldn’t help but buy some of these items especially since the majority of them were on sale, and being a college student I am always looking for a good deal. I then realized that these stores purposefully put the necessities, like bread, milk, and eggs, produce, and meats, on the perimeters of the grocery store. That way you must walk by all the tempting, not so necessary items and are more likely to buy them.
After leaving the grocery store, I went to research more on this discovery. I found an article all about the display tricks grocery store use to increase sales. The article explains that this is thoughtfully done and there are even more hidden tricks the stores use. Another ploy they use is putting certain things at eye level. The more popular items, which are usually more expensive, are located right at eye level to adults while the sugary more unhealthy items are located lower of the shelves so children can see them. By using these tactics, the grocery stores hope to bring in more profit. Do you believe the tricks work? Have you ever fallen for these tricks?
I have found this to work very well in super markets. I have gone in supermarkets trying to buy just that one item like bread or milk, and have found myself walking away with a full cart. I could have done without half of that food, but the marketing scheme the stores use today make it so easy for you to fall for buying something that you don't need. Its funny some things i buy at the super market are kind of rare like oyster or an olive spread. Its so amazing to see how hard it is to get them sometimes. Because there so hidden or not a big seller so the store kind of hide them in a small isle or something, and they do put all the junk right in front of you. So this works very well, and supermarkets make a lot in return. I have fall for it.
ReplyDeleteI owned a Pepperidge Farm distribution franchise for four years, and I became very aware of the importance of grocery/convenience store real estate. It is remarkable how much difference both the products location, and amount of shelf space can make.
ReplyDeleteChain stores make deals with distributors for preferential placement and shelf space. This takes place at a corporate level and is the same at each location. Usually the bakery that makes the store brand also has the front of the aisle. I had some success in increasing my shelf space by 30% in one store and my sales were also increased by 30%. With that increase I believe that I hit the sweet spot. Additional space would not have produced more sales at that point.
In chain stores I was able to set up special displays at alternate locations in support of promotions. Sometimes this worked out, but people are creatures of habit and they are used to looking for products in certain places.
Owning a business in distribution definitely gave me some insights into marketing.