Skip to main content

Healthy Living And Supermarkets Shoppers



 
Supermarkets are complicated businesses, that people outside the trade often underestimate. From the color scheme to the lighting, from product grouping to aisle flow, every aspect of the modern supermarket is carefully planned to provide the best possible service to your shoppers. The amount of research that goes in to developing a supermarket layout would probably astound the average person popping in to just get milk and wondering why they’ve come out with half the store.
Although different brands might pay to ensure that they have pride of place or to be able to run marketing campaigns at the end of the aisles, it seems to be the grocery section that has been the focus of many supermarkets’ development plans in the last few years

Supermarket Layout Design

It is hardly surprising if you think about it, that the layout of supermarkets makes it so easy to find certain items, or that certain foods are grouped together. Putting the flour and sugar in the same baking goods aisle means people are more likely to suddenly remember that they are out of chocolate chips as well as being out of sugar for their coffee.
Many stores have played with different layouts and different product groupings to find the best (most profitable) system for their customers, and the range of socioeconomic groupings in an area produces a different target market for different products.

Presenting Produce

However, with the increasing awareness of healthy living, eating more fruit and vegetables, and our obesity epidemic are meaning that stores are increasingly looking how supermarket produce stands are not only placed within the shop, but how they are designed, and how they present the products to the customer.
As the prime source for the majority of food in our modern societies, supermarkets are at the front firing line for how they present food, and how they encourage healthy or unhealthy eating is becoming more of a concern not only to psychologists and health advocates, but to the consumers they serve.
This means that supermarkets put time and effort into ensuring that produce is always displayed to encourage customers to buy large amounts of fruit and vegetables, which not only encourages bigger spends but also encourages faster turnover of fresh food stock, which in turn minimises wastage – and reducing wastage also increases profits.

Healthy Eating, Wastage & Marketing

Movements to ensure that food is not wasted are gaining momentum around the world, with food rescue groups collecting food that supermarkets consider unfit to sell (but is still perfectly edible), and many supermarkets are starting to sell produce that is not quite perfect – often at a discount price. All of this provides an opportunity for supermarkets to influence the eating habits of their shoppers. http://www.bbc.com/future/story/20140919-the-mind-games-of-supermarkets
Of course, while they are influencing healthy eating habits of consumers, they are creating excellent marketing opportunities for themselves with promotion of their philanthropic activities. Although this may seem a little cynical, most people on the front line of the increasing number of the middleclass experiencing food poverty and those in the health arena that are increasingly treating people for obesity and diet related illnesses are generally happy that a supermarket gets a little extra marketing boost as a trade off for increasing healthy eating habits of shoppers.

Does Shelving Matter?

In short, yes! A dusty, poorly lit book or antique store may create an exciting adventure for treasure hunters, but it is not something people want to associate with their food. Research shows us that how high or low a product is placed influences shoppers about its perceived value, with products placed within easy reach being considered the most desirable.
However, shelves must be clean – a bag of sugar that has split and been spilled on the shelf lowers the desirability of the products in the area. Whether produce is displayed in solid plastic moulded stands or whether it is stored in transportation crates can also influence value versus freshness.

Emphasising Produce

Creating the idea that a supermarket is at the centre of family food and healthy living encourages shoppers to use supermarkets as their one stop shop rather than returning to specialist greengrocers or farmers markets. One of the ways that supermarkets have been doing this is by moving the produce section to be at the front of the store, so the first impression a customer gets is of fresh, healthy, fruit and vegetables.
There is a great movement that encourages children to take a piece of free fruit that is offered in a specially marked stand, and signage increases interest in the produce available by providing information about the nutritional rating, vitamin and mineral content, as well as the origin.
Other things that many supermarkets do to help increase their influence on shoppers eating and purchasing habits, is to provide free recipes that can be easily made from products purchased in store. Whether targeting the busy family that wants to be able to make a dinner in under 30 minutes, or the shared housing with friends living together who want to prepare cheap (but healthy and tasty) meals. The free recipes that are supplied have the ability to include fresh ingredients that encourage consumption of fruit and vegetables – and this can include deserts, lunchbox ideas and healthy snacks.

Other Influences for Shoppers

Another area that has been well researched is the influence that background music has on shopping habits (you can learn more about the research undertaken by clicking here). Although, as yet, there appears to be no research that specially looks at whether different types of music have any influence on the types of products purchased, we do know that within a supermarket situation, playing music that has a slower tempo encourages shoppers to take more time in making their selection. This usually results in consumers buying more, and spending more, but there is the possibility that slower music combined with more informative signage are two more aspects that can work together to encourage customers to linger longer in the produce aisle. 

Comments

Popular posts from this blog

Mini Birthday Celebration At August Healing, Ipoh

GETTING HEALED AGAIN... this time four of us went to August Healing for other sweet and savoury delights.  This time when we went up to the little cafe, the tables were all occupied except for one.  Next time we must not go during lunch time.  Mistake....  Anyway, we managed to get a table near the window while waiting for another two of my friends to arrive.  First time visit for them and I hope they like the food there as much as I like them.  We ordered three different varieties to share as we had a heavy breakfast in the morning....  Which shall I choose? Berries bread pudding today....  Forgot what this is called....  Garlic honey scones...  Coffee for my friends.... As for me, I had Chamomile tea....  We ordered one croissant to share.... Smoked duck and omelette fillings... Full to the brim... RM15....  Quiche again.... different fillings this time... RM15 And a Happy Birthday piece of cheese cake... RM14.. Though just a few varieties, we were very full.... For dinner, I just ha

Two Dishes One Soup Dinner

AUNTIE'S SIMPLE COOKING... for dinner on one evening.... Defrosted a piece of cod, my last piece in the freezer besides another few more pieces of other types of fish.  I think I consume the most fish this year, never bought so many types of fish before.  Maybe it is made easier for me this year cos of the online shopping at Gracious, cleaned, vacuumed and free delivery above RM50.   My last piece of cod.... A plate of greens called Yau Mak...  Not so sure what it is called in English And chicken herbal soup....  My complete meal for one evening....  As usual, I do not take much rice... Or perhaps I did not take rice at all for this meal....  LOL... 

A Short Stay At Fatima Hospital

TWELVE DAYS SINCE my last post.... I was admitted to the hospital last week for heart palpitations and was under observation for two nights.... Thank God all is well now....  And it is still all about food... this time from the hospital... LOL...  For breakfast 2 slices of bread... oats and milo.... I opted for porridge during one lunch.... And for dinner....  Wanton noodles for breakfast before I was discharged.... This was attached to my body to monitor the palpitations....  And the doctor whom I have chosen without recommendations... I saw the hospital profiles on the doctors  And I chose him because of his cheerful profile picture.... Yes, indeed he is what he looks... And I feel better after that... LOL...