SUPERMARKET UNKNOWN STRATEGIES
Today, a shopper is like a jailbird set free, President of Food Bazaar, refers to the traditional shopkeeper as the â€œshopkeeper-in-lawâ€? someone the young woman would have to turn to for guidance on purchasing household items
Remember the days when you went shopping to your local grocer and depended on him to tell you what to buy, or what the best prices were? You were sort of at his mercy.
Now, with supermarket chains offering unbelievable choice, shoppers are on top. They can browse, compare, choose, and feel a great sense of accomplishment at finding the best deals. Shoppers have found freedom from at least one in-law (the old grocery store) says a Mall CO.
And supermarket chains fully take advantage of this fake power trip. It is a complete release of the suppression that has taken place over several generations in India. Retail strategists often experiment with these repressed shoppers who hardly know that they are guinea pigs in a consumerist Truman Show. For instance, retailers know how every Indian shopper loves â€œdiscovering a dealâ€?.
So, they may purposely place a two-for-one deal in a corner section and allow people to â€œdiscoverâ€? it, which they know gives the bored home-maker a great sense of accomplishment and brings her back for more. It is a continuous game the malls play where they need to keep offering deals that customers have not seen before.
In the West, where mothers usually go grocery shopping with their toddlers in tow, it is common for the cereal aisle to be located directly across the sweet and chocolate section. This helps so that THE junior can whine his way into a sugar high, while an exasperated mom is trying to organize good breakfast food. The worst, most expensive sugary kidsâ€™ cereals are usually placed on lower shelves where grimy little hands can reach for them. And there is nothing more embarrassing than having a toddler tantrum disrupt the piped music, so moms usually give in.
Buying more at Malls:
Customers would never know this, but there is an informed science to the way products are placed in supermarkets. Shops strategically arrange products on shelves to catch your attention and eyeballs. They will always place the storeâ€™s label products, premium products, and larger size packs at eye level. They also know that, except for Middle Eastern countries, people read from left to right. This means the eyes always goes to the left first, so the better, more premium products will be kept on the left side.
Another trick to make the customer buy more is to slow down their walking speed in the mall. People walk into grocery stores at high speed with a mission, armed with their list. But if the store can succeed in slowing them down, and getting to browse and amble a bit, it can absorb the customer says a Mall executive. It is like the slower one walks inside the mall the more will be the buying.
Since stores know that the majority of shoppers are women, they will try to achieve this by stocking the first aisle, just as you enter, with high choice, attractive and inviting beauty care products. By this arrangement they have found that it will slow women down. Once buyers have gotten into browse mode, they are more likely to stay at that pace through the rest of the store. In the West, Supermarkets have found that playing slow piped music slows you down.
Customerâ€™s Competitive Spirit is Mallâ€™s Gain:
Shops have found that there is a dynamic not just between the shopkeeper and shopper, but also between shoppers themselves. Whenever there is a deal on offer, every shopper wants to â€œget there firstâ€?. Shopkeepers purposely offer â€œlimited periodâ€? schemes or sales, to take advantage of this sentiment.
The supermarket is made so comfortable that the customers feel like they could spend the whole day there. Shops make sure you feel at home because if youâ€™re in there longer, youâ€™ll spend more money. The way they do it is by putting in coffee shops, childrenâ€™s play areas, tasting corners where you can go and sip a new aromatic tea blend and feel as important as a wine-taster. The supermarket is hoping that the person who does the household shopping is not pressed for time he or she is either a home-maker or a senior citizen.