Supermarket shelves 'hidden rules'

go to the supermarket shopping, you like a credit card or cash? A lot of people would say that 'pay by credit card, of course, because of convenient'.

brush calorie of consumption will bring convenience for the consumer? 'When a large stores of a substantial number of consumer groups tend to credit card shopping, so the possibility of rich placed next to the shopping mall at the checkout counter goods will increase. ', capital university of economics and business administration college Marketing Department Chen Liping research stores have twenty years. Checkout the, he found, wait in line 'casually' buying price, such as chewing gum, lollipops, chocolate, do not those who have stimulative goods, 70% of the CARDS. This means that when people are holding the card when shopping 'convenience' point of view, in the checkout line may find that their habit is leading to the shopping environment is becoming more and more complex and not 'convenience'.

the register of goods display is only one case. In the book store marketing, Chen Liping put forward 'the planned purchase' this concept, used to refer to 'people in department stores, supermarkets, rather than go to shopping before, to make buying decisions. 'It is also known as' temporary, impulse buying. Due to the improvement of living standards, he thought, and customize the widespread use of shopping way, in total consumer is bought, not planning to buy or impulse buys the proportion of larger and larger. The cashier is stores, supermarkets use 'impulse buys' psychological container set one of the areas. Wal-mart, carrefour, metro and other large stores there are personal care container display near the checkout counter.

but stores and supermarkets container behind the 'secret' is not just limited to the checkout area.

products is specialized in the production including the supermarket shelves, storage shelves, store display shelves, trolleys, shouyin, shelf, supermarket and other commercial equipment.

display of 'learning'

often shop at wal-mart people may notice, sells the entry and exit are far apart, but usually only a single channel. This means that, even if only need to buy a commodity, consumers must also be put almost the entire stores around; In addition to wal-mart, furniture store ikea the adoption of a single channel of similar: even if you just want to buy a cloth to wombat, also need to get at least a layer of floor, and even the whole shop several floors are out, because the gateway of the staircase is separated. Both wal-mart and ikea, its main are crammed with products. Chen Liping said, general merchandise sales on either side of the main channel will be 70% of the whole store sales to 80%.

but single channel may not be the only form of store design - — It is not even the most intelligent design. It makes the customers feel they are 'forced' to come into contact with the goods, not willingly.

in order to let customers 'voluntary' come into contact with more goods, entry and exit, at the edge of the single main set multiple auxiliary channels become the stores. This means that the area of the store must be large enough, and, more importantly, it must have more than one item area of attracting customers. In his book stores marketing, they are named as 'the first magnet stores', mainly refers to on both sides of the main channel.

in both Europe and the United States, or Asia, Japan, fresh food, are regarded as essential goods 'magnet'. Wal-mart, carrefour and ITO gives priority to with food stores, fresh food, including vegetables, fruit, usually in the main channel where the starting point of the traffic's biggest. In fact, the American association of fruit and vegetable producers studies showed that the fruit and vegetable products on display at the entrance to stores, supermarket sales of 10% higher than in the exit.

in addition to fresh food, children's supplies and women supplies are relatively easy to attract customers. The position of them in the stores are usually more, or have a large area of the relatively independent stores.

the store for large, single area segmentation maybe is not difficult, but, how to do the goods that puts across regions?

the trick lies in study through 'people'. In joy city supermarket, bags of starbucks coffee and snack food collocation is put in bulk. This makes the sales of the two goods are showing a rising trend.

in the United States, wal-mart has place the diapers in the early 1990 s, match with chocolate or pacifier in beer edge practice. In the retail marketing, this will be different, but related category of goods put together is known as 'display'.

related to determine which goods are many. Some rely on life experience, placed next to the beer glass, red wine can add put up beside the GaiQi can be regarded as this type. Even the fish in area of fresh food placed next to the dry red wine, placed next to the corn production popcorn pot, placed next to the leather shoes shoe brush and insoles, are based on people's life experience conjecture.

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