The inconvenience shop!
Have you ever wondered why the supermarket shops make you walk all the way to the back of the store just to go and get your milk? How inconvenient! This is actually part of a well thought out shopping strategy that they lead customers into. By placing the milk at the back of the shop (which just happens to be the most common purchase among shoppers, coincidence? No!) they force the customer to walk past as many other products as possible. In doing so increasing the likelihood of you picking up other items and making another otherwise unintended purchase.
Why do the big shops keep changing the layout?
Is this for your benefit? To male the shop displays more efficient perhaps? Not a chance. As soon as the customers are familiar with the shop layout then it’s time to alter the shop layout again. Supermarkets don’t do this just to annoy customers. They do it to force customers to look for the product they want. When customers know where everything is they go to the shop with their shopping list and just whizz round without even noticing other items on the shelf. By forcing customers to look a little harder – they increase the chances of the customer purchasing an item they otherwise wouldn’t have.
Dazzling shop displays at the end.
So you’re queuing up at the checkout to pay for your shopping. At this point you’re pretty much a captive audience and as far as your concerned you’ve finished shopping. But wait, what’s that dazzling and colourful point of sale display there, don’t those sweets look just lovely! Again it’s no coincidence that those chocolates are placed right next to the till, playing on our natural impulsive behaviour. That’s why such purchases are called impulse buys. We don’t really need it and it wasn’t our motive for going shopping, but come to think of it I do fancy some chocolate! All coincidence?
So there we have it – the reoccurring pattern that clearly implies that somebody has sat down and thought very, very hard about the supermarket layout in order to encourage customers to spend.
What does this mean for your shop?
All shop owners should be thinking in the same way. Formulating some sort of a tactical strategy with the aim of leading a customer around their shop whilst subconsciously encouraging them to buy more. There you have it – food for thought at least anyway!
Post time: 06-08-2017