How do supermarkets trade? Pass to return
Notice that industrial and household goods in the hypermarket are located not far from the entrance? This is because a buyer aimed at buying food, putting bread and milk in a basket, will no longer recall the light bulbs and notebooks. But not vice versa. Without buying the target product, the buyer usually remembers why he came. Toothbrushes and wipes the call of the stomach is not an obstacle. Large stores divide trading rooms into zones. It is easier for a person to make purchases one after another in a certain sequence. Food zones are arranged from raw to ready and from salty to sweet. Meat, fish, vegetables and fruits precede gastronomy and cooking, and only after them the buyer gets to the shelves with finished products. The headache of trade is the dead zones in the hall, shelves from which the buyer reluctantly takes the goods. To draw attention to the fact that it is not popular, magnets are used. “Weather” sales in any supermarket form five groups of goods. Vegetables and fruits, bread products, dairy products, protein group (meat, fish, sausage) and alcohol. These products are placed in different areas of the store. To find why, in fact, came to the store, the buyer has to go past the shelves with uninteresting goods. Result – several spontaneous purchases are sent to the basket. The last point of the route of the buyer in the supermarket – the box office. Usually in front of her turn. The troubles associated with the search and selection of goods behind, the buyer is relaxed and not busy. It’s time to critically examine the contents of the basket and lay out an unnecessary item selected impulsively. But marketers are on guard. For such a crucial moment, they developed a special “weapon” – the pre-cash zone. It houses commercial equipment – basket tables, pallets and podiums with goods that the buyer does not think about choosing. Chewing gum, cigarettes, lollipops, etc. Rarely does anyone plan to purchase them in advance, but offered in the right place, they will not only distract from “bad” thoughts, but also bring income. Having stood in line at the cashier’s office and having paid off, the buyer leaves the supermarket. “Cut off a chunk”? Not at all. Trade has come up with many ways to return a profitable client back, and more than once. The loyalty program comes in, tying the customer to the trading network. Each store uses its own methods. For time-limited stocks, some products are cheaper than usual. Cumulative discounts give you the opportunity to enjoy permanent privileges, the more, the more money spent. Funds will be credited to the bonus account if the amount of purchases exceeds a specified threshold. Who will refuse the tempting offer to save or get something for free? The opportunity to get free cheese makes the buyer return to the store again and again. This mousetrap is not so bad, the satisfied buyer thinks … Supermarket employees are also satisfied. But they are not allowed to relax, “a few more methods are stored up in the arm” so that the reasons for satisfaction do not become less.