03.Anatomy of a supermarket
Look high and low
The products that make the largest profit margin will usually be found at eye level – you won’t find a bargain in the best shelf spots so it pays to look further up and down.
The ends of the row are often the most profitable area for product manufacturers and they often pay a premium to have their product placed there. These displays also act as a welcome mat to lure shoppers further down the aisle.
At the checkout
Last-minute temptations such as chocolates, lollies, magazines and cold drinks are all located here to entice bored, tired shoppers (and their children) while they wait to
Essentials such as bread and milk are placed at the back of the store, often at either end. This is to entice shoppers to buy other items on the way.
Like with like
Products that are a good match – such as coffee and biscuits – are often placed nearby to prompt you to buy both items.
The most common path to travel is around the outside perimeter – dipping in and out of the aisles as needed.
Fruit and vegetables
The fruit and vegetable section is located right near the entrance – it’s there to help present a fresh and healthy image. It’s also designed to look like a marketplace, which encourages shoppers to stay in-store longer and to spend more.
Start right here
Right-hand entrances encourage shoppers to travel in a counterclockwise direction – research has shown that shoppers that travel in this direction spend more.
The colour of advertising
When it comes to grocery marketing, colour is a powerful messenger. The most common colours used in supermarket products and packaging are:
Red The strongest colour in the spectrum gets attention; it’s also used in signage indicating an item is discounted or on special.
Green Evokes a sense of freshness and health.
Blue Releases trust hormones.
Yellow/gold Common in food packaging, golden shades mimic the colour of fat and can evoke feelings of hunger.