Retail design, how does supermarket product placement attract people?
Placement of products in a supermarket is aimed to serve many purposes one of them is to attract customers (Auty & Lewis, 2002). The way the supermarket is designed and arranged plays a key role in terms of customer attraction. This paper contains a supermarket placement maps and provides an analysis on how placement of products in supermarket attracts customers.
The design of supermarket product placement may vary from one supermarket to another. My supermarket product design placement map is as follows. The supermarket is a four-storey building. The fourth floor is a store whereby products are stored before their display on the shelves. The third floor is preserved for clothes, second floor is household wares and the first floor will contain products that are highly consumed by the customers such as food products, toilet papers, beverages among others. These products will be arranged in shelves arranged horizontally. The products will be well arranged on shelves and every product will have a price tag. The spaces between shelves will be enough to allow easier movement of customers. This strategy will make it easier for the customers to locate the products and as well have a positive feeling when shopping.
One of the ways of catching attention of the customers is through minor things such as arranging products (Auty & Lewis, 2002). People are often attracted and even persuaded to purchase products just by the way they are arranged. Even though factors such as the price and the quality of the products do matters in the purchasing decisions, placement of products likewise plays significant role in attracting clients. People like order and through proper placement of products, it indicates organization that influences customers to make the decision to purchase the products. Even if the products are not bought, it helps to draw their attention and to make them create a certain mind set in their mind about the supermarket. For instance, a person that lack money to purchase the product will easily be attracted by the products on the counter triggering them to visit a supermarket later to purchase the same products.
Product placement leaves a lasting impression in the minds of the customers and even making them to buy certain products. This is attested from a study where children were exposed to a movie that featured placements of Pepsi. When the children were given an option to select between Pepsi and coke after watching the movie, 67% of them selected Pepsi (Auty & Lewis, 2002). This indicates that indeed the way products are placed plays a major role in attracting customers towards them.
Most of the customers try to reach their ideal self therefore in the quest to achieve this they give a lot of emphasis on the stories told through product placements. This therefore indicates how indeed product placement matters a lot when it comes to customer attraction. Therefore, as indicated, supermarkets have to invest more on the aspect of product placement for them to get the attention of their clients and even to persuade the clients to purchase their products.
There is power in the arrangement of the products as it shows commitment of the owners to their customers as well as their level of organization. These are silent messages that customers get from the arrangement of the products that play a major role in increasing the amount of sales of the supermarket. Therefore, this map is very practical and at the same time valuable in attracting customers because, customers wish to do their shopping in a place that provides them with gratification and comfort.
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Supermarket product placement map
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Reference
Auty, S., & Lewis, C. (2002). Exploring children’s choice: The reminder effect of product placement, Psychology and Marketing 21 (9): 697–713.
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