Dear class, thanks for attending this supermarket layout session for marketing professionals.
Today I will be teaching you how to lay down shopping traps, to entice your customer to buy more, once s/he is in your store. This is called in-store marketing as it aims to maximize three things 1) time spent by consumer in store 2) their physical interaction with their purchases 3) money they spend on impulse purchases ( apart from their regular shopping list). I will introduce some general design principles and then highlight tactics to implement them for maximizing your in-store sales.
Now, while creating your supermarket store, you should be focused on the 3C’s:
1) Convenience: This is all about the ambiance of your store and has big impact on all extra sales you generate. Essentially you want entire families to come and participate in shopping, as research shows that when whole family is present, roughly 40% extra shopping gets done. So here are some structural elements that you should optimize for:
i) Have slow music( frequency lower than average heartbeat) that relaxes consumer, encouraging them to spend more time in store ii) Ensure flowers, fresh produces or bakes are at entrance giving off their delightful aromas. This stimulates senses and a simulated consumer is an idle walk in consumer.
iii) Lighting is key component of visual merchandising. White lights can give fruits and veggies just picked appearance while red light can enhance the look and purchase of meats.
iv) Make them eat from that cheese plate or ham spread or pasta counter as chances are if they indulge they will buy.
v) Give them shopping trolleys but make those extra large so they look empty when lesser items are purchased. This is the principle of subtle shame.
2) Circulation: Your task is to ensure maximum flow of traffic to all corners of your store as that creates extra sales. Here are 3-4 popular techniques to do that:
i) placement of high draw items or anchor departments like milk, breads, meats, vegetables, first on back of the store and then scattered across all four corners
ii) placement of restrooms and cashiers at strategic ends making people travel across
iii) designing a counterclockwise traffic flow as research shows most people are right handed and spend more, when travelling in that direction.
3) Coordination: This is one of the most important area of in-store marketing as it deals with the product placement in aisles. First thing to know here is that there are 3 kinds of items that consumers buys 1) essentials 2) impulse purchases 3) power products. Now their priority of purchase and your idea of making a high ticket sale might be different, so the consumer has to be nudged into making choices that you want them to make. Here are some techniques then to do that with your product placement: i) put seasonal items like Christmas trees, Diwali lamps, summer coolers etc out in front of the store. Their visibility creates a need for their purchase.
ii) reserve end caps ( end of aisle) spaces for promotional products and big ticket items as women tend to linger there for more time.
iii) In aisles, place high margin and branded items that you want to push, at eye level. Essentials should be placed either on high or low shelves where consumer has to reach out for them.
iv) place products whose consumption is related, together. For example : biscuits and coffees, pasta and its sauces, pizza bases and cheese, cake mixes and cake pans etc. Purchase of one often triggers purchase of another
v) place impulse buys like chocolates, mints, magazines at the check out points so that people stand next to them while awaiting their turns. Chances are, as Oscar Wilde once remarked, they can resist everything except temptation.
So class, remember that your store is your court and unless you can bounce consumer from aisle to aisle, they are not playing ball with you.