Have you ever walked into a supermarket, initially intending to buy just a bottle of milk, only to exit the door with a cart full of groceries? This is not a coincidence; it's the carefully designed shopping experience by supermarkets. Today, let's explore the mysteries of supermarket shelf placement and see how these seemingly simple displays subtly influence our purchasing decisions.
First impression is crucial: the meticulous design at the entrance
At the entrance of most supermarkets, what are displayed are not daily necessities, but flowers, freshly baked bread, or seasonal goods. Why is that?
These products emit tempting aromas and vibrant colors, immediately evoking feelings of "freshness", "richness", and "pleasure". Research indicates that aroma marketing can enhance customers' emotional state, making them more relaxed while shopping and more willing to linger for a while.
Design of living flow: guiding customers like a tour guide
The clever layout of a supermarket is like an invisible tour guide:
Essentials placed towards the back: Daily essentials such as milk, eggs, and bread are typically placed in the deepest sections of supermarkets, forcing customers to traverse the entire store and increasing their chances of encountering more products.
Right-side advantage: Most people are accustomed to turning right and looking right, so high-profit items are usually placed on the right side of the shelves.
Prime location: The height of the eyes and hands is the most lucrative
Different heights of shelves mean different sales amounts:
The prime area (from eye level to waist height): place high-profit items and private label products, as these products are most likely to catch the eye of customers.
Children's eye level: Place cartoon packaging and children's products so that young customers can easily spot them and ask their parents to buy them.
Bottom position: Typically used for large packages or heavy items, making it convenient to place them in the shopping cart.
Related display: stimulate additional purchasing desire
Have you ever noticed that snacks are often placed next to beer, and baby food is always near the diaper section? This is not a coincidence.
Based on consumers' actual needs, associative display groups related products together, which not only facilitates customers in purchasing all the necessary items at once but also stimulates additional purchases. Data shows that good associative display can increase the sales of related products by 30%.
Channel width: Comfort promotes dwell time
The moderately wide aisles make customers feel comfortable and prevent them from leaving in a hurry due to crowding. The spacious main aisles guide the flow of customers, while the slightly narrower secondary aisles encourage customers to slow down and browse the merchandise.
Color and lighting: invisible sales assistants
Warm lighting makes bread and cooked food appear more tempting; cool white light highlights the freshness of fresh produce. Color psychology also plays an important role in product packaging and area division.
Experiential display: Let the products speak for themselves
Tasting tables, open displays, interactive exhibits... These experiential displays not only break the monotony of shopping but also lower the psychological threshold for customers to try new products. A survey shows that the sales of products with tasting opportunities are on average 50% higher than those of similar products without tasting opportunities.
Regular adjustment: maintain freshness
Regularly rearranging shelves not only introduces new products but also allows regular customers to discover items they may have previously overlooked. However, it's important to note that frequent relocations can confuse customers. The best approach is to maintain a stable basic layout and make minor adjustments periodically.
Conclusion
Supermarket shelf display is an art that integrates psychology, behavior science, and management. Excellent display design can create a win-win situation: customers enjoy a more pleasant and efficient shopping experience, while supermarkets increase sales and customer loyalty.
