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The story behind supermarket success

 

Are supermarkets designed to persuade us to buy more? When you enter a supermarket, the manager knows better than you do how you will behave - which way you will look, what will make you buy one product rather than another. When customers go into a shop, they naturally look to their left but move clockwise, towards the right. So supermarket entrances are usually on the left of the building, and the layout is designed to take shoppers around the store, aisle after aisle, from left to right. Then shoppers will pay attention to all the products.

Fresh fruit and vegetables are displayed near supermarket entrances. This gives the impression that only healthy food is sold in the shop. Basic foods that everyone buys, like sugar and tea, are not put near each other. They are kept in different aisles so customers are taken past other attractive foods before they find what they want. In this way, shoppers are encouraged to buy products that they do not really need.

People walk quickly through narrow aisles, but they move more slowly in wide aisles and give more attention to the products. One best-selling position for products is at the end of aisles, because shoppers slow down to turn into the next aisle. Another is on shelves at eye level. Supermarkets are paid by food manufacturers to put their products in each of these high-selling places.

Sweets are often placed at children's eye level at the checkout. While parents are waiting to pay, children reach for the sweets and put them in the trolley.

More is bought from a fifteen-foot display of one type of product (e.g. cereals, washing powder) than from a ten-foot one. Customers also buy more when shelves are full than when they are half empty. They do not like to buy from shelves with few products on them because they feel there is something wrong whit those products that are there.