Rus Articles Journal

How supermarkets trade? To pass to return

Huge hypermarket - as if the city of trade in which wide prospectuses cross minor streets and lanes. Only instead of buildings - walls of racks with various goods. The buyer who got to “city“ is sure that he knows where it is necessary for it also itself decides the destiny, chooses the route of the movement independently. Actually it goes there where it is directed by marketing specialists which care - to sell everything that is in the hall.

Paid attention that industrial and household goods in hypermarket are located not far from an entrance? It because the buyer aimed at purchase of the food, having laid bread and milk in a basket, will not begin to remember bulbs and notebooks any more. But not on the contrary. Without having bought target goods, the buyer usually remembers why he came. Toothbrushes and napkins I call a stomach not a hindrance.

Large shops divide trading floors into zones. It is simpler to person to make purchases in the direction of travel one for another in a certain sequence. Zones of foodstuff are placed by the principle from crude to ready and from salty to sweet. Meat, fish, vegetables and fruit precede a gastronomy and cookery, and only after them the buyer gets to racks with ready-made products.

A trade headache - dead zones in the hall, regiments from which the buyer takes goods reluctantly. To draw attention to what does not enjoy popularity goods - magnets are used.

“Weather“ of sales in any supermarket is formed by five groups of goods. Vegetables and fruit, grain products, dairy products, proteinaceous group (meat, fish, sausage) and alcohol. These products place in different zones of shop. To find that, why, actually, and came to shop, the buyer should pass by shelves with uninteresting goods for it. The result - goes to a basket several spontaneous purchases.

The last point of a route of the buyer in a supermarket - cash desk. Usually before it turn. The efforts connected with search and the choice of goods, behind, the buyer is relaxed and is busy with nothing. It is a high time to examine critically contents of a basket and to lay out the unnecessary goods which are selected impulsively.

But marketing specialists on the alert. They developed special “weapon“ for such responsible moment - a precash zone. In it the trade equipment - basket tables, pallets and podiums with goods of which choice the buyer does not think is placed.

Chewing gum, cigarettes, lollipops and so forth. Seldom who plans their purchase in advance, but offered in the correct place, they not only will distract from “bad“ thoughts, but also will bring in the income.

Having defended in line at cash desk and having paid off, the buyer leaves a supermarket. “The cut-off chunk“? Absolutely not. Trade thought up many ways to return the profitable client back, and not once.

The loyalty program tying the buyer to a distribution network goes into action. Each shop applies own methods.

On the stocks limited in time some goods are on sale cheaper than usual. Cumulative discounts give the chance to use constant privileges, that big, than more money is spent. Into the bonus account means arrive, at excess of volume of purchases above the stipulated threshold.

Who will refuse the tempting offer to save or receive something free? An opportunity to receive free cheese forces the buyer to come back to shop again and again. This mousetrap is not so bad, the happy buyer thinks … Employees of a supermarket are happy with

too. But they should not relax, “in a sleeve“ some more methods that reasons for satisfaction disappeared less are laid up.