In lurking modus.
- Sep 20, 2018
- SL Rez
- Joined SLU
In modern supermarket marketing there are shelf space wars. At least over here. Because the supermarkets are a bit smaller over here, shelf space for a new product is not a given fact. Manufacturers have to work hard (do something with the price etc) to get in. Just running ads doesn't sell, if you don't have your product for sale in the major supermarkets.This surely has to be a chicken-and-egg thing. As long as I've been alive, I've never seen any supermarket arranged substantially different from the way they all are now: all produce and refrigerated items along the walls, all freezers together.
And when you are in, it is not over:
If manufacturer X wants his product Y on top spot shelves, they have to pay for it, and for every inch more that they desire. The marketeers know exactly which shelve in what lane sells product Y the most.
They have knowledge about which spot in a lane sells best, in the middle more to the right or more to the left, the shelve at eye level or the one just one above or under that one.... they test and test again. Supermarkets don't only earn their money from their customers but from their manufacturers and wholesalers as well.
Manufacturers even have to pay to become a supermarkets promotion item like 2=1 or 25% bonus card discount at check out etc.
It is totally not everything stays because we always did it that way. It is because the psychological tricks still works, longer than you live already.
Every known trick in the book is used, from lighting, smells (fresh baked bread etc) a coffee bar (have you tried these cookies and the brand of coffee you are dinking right now?), a reading table close to the promotion isles, all thought true and fine tuned on a dayly bases.
Watch the suits walking around regulary with store management, pointing at goods, making notes etc. They are constantly optimizing.
We are tricked over and over, to buy more and other stuff then we came for.