In 1916, a new department store opened its doors in Memphis, Tennessee, under the “Twisted Twist” sign. This is perhaps the first self-service store in human history, and the prototype of all subsequent supermarkets.
Go slowly, walk all the shelves
After more than 100 years of development, supermarket operators in Western countries have gradually developed a comprehensive business and sales strategy. For example, you have had such a question in your mind: Why are so many brands of supermarkets generally in the same layout? This is not because the supermarket operator lacks imagination, but because it is a particularly profitable layout.
From the moment you step into the entrance to the supermarket, your mind has begun to be influenced by the environment here. It takes a long time for the human brain to enter the shopping mode. Even a regular customer who has been there several times will quickly go through the surroundings when they first enter the supermarket. The supermarket merchants refer to the entrance of the supermarket as the “decompression zone”. During the whole shopping process, this is the slowest shopping area, and the supermarket will place many affordable promotional items in this area. The purpose of this is just to give consumers a psychological hint that they can really save money when shopping here, and to create an affordable impression in the minds of consumers.
Of course, for some consumers with clear purchasing purposes, the decompression zone is unattractive in their eyes. They want to buy only the tender, fresh and affordable fruits and vegetables. But even these targeted consumers, under the soft and tempered background music of the supermarket, often unknowingly slow down, which is exactly what the supermarket wants – slower moving speed means there will be more Many goods are noticed by consumers. Some supermarkets even use small tiles to make consumers feel the illusion of going too fast, thus slowing down the walking speed.
After the decompression zone, consumers came to the fruit and vegetable area. Vegetables and fruits are very susceptible to damage from crushing and collisions, and in the ideal shopping order, consumers should buy fruits and vegetables at the end of the purchase. So why do many supermarkets use this area as the food area that consumers are the first to contact? That’s because buying vegetables and fruits can give consumers a positive hint, making them think they have made healthy and economical choices. And you didn’t even notice that the supermarket used green light to illuminate the vegetables in order to make the vegetables look greener. Next, when consumers buy barbecue products, puffed foods, carbonated drinks, and quick-frozen ready-to-eat foods, they will be affected by the purchase of vegetables and fruits, which will greatly offset the inner guilt.
Many consumers know that dairy products and meat products are often placed in the core area of the supermarket. The purpose of this layout is to allow consumers to reach as many unpopular shelves as possible before they arrive in these areas, and to use popular shelves to drive the unpopular shelves. human traffic. Not just large supermarkets, many street-side convenience stores place the hot items of drinks and instant noodles in the deepest part of the store for the same purpose. The supermarket will also place the hot items in the same category in the middle of the same row of shelves, so that the consumer needs at least half of the shelves to find the desired item.
Sensory and consumer psychology
The senses of consumers are an important research object of the supermarket. For example, many consumers may have noticed that before arriving at meat, pre-processed food, fish and cooked food areas, they often first pass through the baking area where bread and cakes are sold. Even if you don’t plan to buy bread, you can certainly smell the pleasant sweet smell of cream and cheese. The supermarket side intends to let consumers enter the baking area first, because the smell can evoke the appetite of consumers and make consumers feel hungry. If a person feels a little hungry, he is likely to buy a lot of food that is far more than the recent demand. Why should the work of seduce the consumer “locusts” be handed over to baked goods? Because fish, raw meat, frozen foods, and cooked foods are either unpleasant or visually unattractive, baked goods are the best choice for both odor and appearance. Some supermarkets even set the baking area directly at the entrance of the supermarket in order to stimulate the senses of consumers from the beginning and fully explore their desire to buy.
The scent is so easy to use and cheap, the supermarket will certainly find ways to use it. British marketing expert Simon Harrop has a wealth of experience in the product. He would advise the supermarket to add a new taste to the laundry shelf (but he kept the recipe secret). He even adds citrus flavors to certain garments because he usually notices that many guests have the idea of getting the clothes close to their noses when they choose clothes.
Different colors of light are also a small skill used by supermarkets to increase sales. In addition to using green light to make vegetables look greener, supermarkets also use red light in the meat area, while seafood areas are generally illuminated with light blue lights.
When you come to the core area of the supermarket, you will most likely encounter a counter for free trials. The friendly and fascinating salesman handed you a piece of ham sausage that was not the size of the fingernail. You took a try and ate it, while savoring the ham that you just ate, while browsing the goods, the heart was coming up. Because there is no sensation of ham produced. In fact, supermarkets don’t care if food is distributed in a negligible amount and are distributed free of charge, and don’t care if you will buy a product. As long as the salesman distributes the food as much as possible, the purpose of the supermarket is achieved. Because chewing and swallowing food allows you to make a real meal. The feeding process requires the secretion of saliva, and people fully taste the smell, taste and taste of the food. Eating is more stimulating than odor or visual stimuli, further inducing consumers to buy more food.
Shopping carts can also greatly interfere with the consumer’s senses: larger shopping carts can motivate consumers to fill more with more merchandise. Moreover, larger shopping carts are also difficult to make a U-turn in the channel, prompting consumers to take a complete shopping channel.
Manufacturers generally pay a fee to the supermarket, and in all positions of the shelf, the most competitive is the shelf position that is flush with the human eye. This location is the highest cost of the shelf, and is also the most easily noticeable area for consumers, so it is also known as the “line of sight.”
Memory is also an aspect that affects consumers. Regular customers tend to be familiar with the layout of the supermarket, so they can avoid some areas that are not attractive to them. For these guests, the supermarket will periodically change the layout of the merchandise to maximize the number of times the merchandise is viewed.
The supermarket knows who you are.
Every time we check out at the supermarket, the cashier will ask if we have a membership card. Why do supermarkets pay so much attention to membership cards? Because the membership card can be said to be another successful invention of the supermarket industry, the introduction of the membership card directly increases the total income of the supermarket. The membership card, also known as the loyalty card, aims to cultivate customers’ loyalty to a supermarket based on the preferential conditions. However, the membership card also creates a personal profile for each customer, recording the details of each purchase. The more loyal customers a supermarket has, the more customer data they have in their hands, and the more they use the data.
The most successful example of using a supermarket membership card is the number of UK Tesco companies. In 1995, Tesco began issuing membership cards to customers. In the next five years, Tesco’s marketing volume has increased by 50%. Behind the high growth, membership cards can be said to have contributed. At the customer checkout, each customer’s membership card records each transaction, and the data is used by the supermarket for RFV (last consumption, frequency of consumption, and customer value) analysis. The analysis then links the consumer to certain types of goods according to the customer’s different spending habits. Tesco refers to these collections of specific categories as “barrels.” Barrel A may represent high-priced items such as red wine and desserts, and barrel B may represent bulk sales and promotional items. According to the customer’s purchase behavior, Tesco can visually see the proportion, quantity and frequency of goods selected from each “barrel”, so that the customer’s shopping preferences can be known and the value of the customer to the supermarket can be assessed.
If the customer does not have a membership card, how can the supermarket mine the customer’s data? For customers who do not have a membership card, the supermarket can track the customer through a debit card or credit card, and you can know whether the same customer visited the supermarket for the second time. How long has he spent the last time to judge the effectiveness of the supermarket promotion? information. In addition, cameras that are found everywhere in supermarkets are used to prevent theft. They are now used by crowd analysis software to analyze consumer in-store action patterns, which also provides a source for supermarkets to obtain customer data. It can be seen that regardless of whether the consumer uses the membership card, the large supermarket can track the customer’s consumption habits.