When it comes to grocery shopping, everybody has their own way of doing things. Some make a list before hand, determined to turn on the tunnel vision and focus only on the family's predetermined "needs." Others go up and down every aisle, sans a list, picking and choosing as they go. There are hundreds of strategies, but they all rely heavily on store layout to work. In an ever competitive age with super stores popping up everywhere, it's essential that independent grocery store owners consider their store fixtures and layout as a critical component of their marketing strategy.
Grocery store fixtures and store layout are essentially the core of a grocer's marketing. You can greet them at the door, have amazing Beauty and Skin care service at the register, bag and even carry their groceries for them. But from the time they walk in, until they get to the register, they're on their own. So it is important for grocers to put an extra effort into the design process to give their store that "something" that makes shoppers connect, relate and return to that store.
Grocers need to take a step back, and really get into the mindset of their typical customer. Think about what times of the day are peak hours for your store. Consider what times of day people do their heavy shopping, as well as when they are more likely to stop in for just a few items. All of these details are important, because they tell you who your audience is and what matters to them. Armed with that information, a retailer has a lot of power and an opportunity to turn their store into a destination for target customers.
Grocery store layouts have always relied heavily on marketing. Nobody has to be told why bread and milk are typically found in the opposite back corners of the store. They're the two items people are most likely to "run in for." So grocers have decided over the years that if you only want bread and milk, you're going to have to walk past every other product in the store to get them. But that may not be the right approach, in this day and age where convenience stores are selling bread and milk as well.
Here are a few examples of how grocery store design can speak to target customers:
Move it on Up:
Everybody's doing the 'back of the store' thing. But what if a retailer took the flip side approach, understanding that no matter where the bread and milk are, you're eventually going to need to come in to do your heavy shopping? What if they moved a small milk cooler and a shelving unit to the front of the store, filled with some quick stop items? Chances are, they would become known as the convenient alternative, making them a favorite among shoppers for all grocery stops.
Show 'Em How It's Done:
Add recipe card holders on fixtures throughout the grocery store. Stock them with free recipes cards that use a particular ingredient right there for shoppers to see. An even better option is to feature one to three recipes a week in a prominent area of the store. Have all of the ingredients necessary laid out there for purchase. It makes for a convenient buy for the customer and an easy multi-item sale for you!
Make them Comfortable:
Wouldn't it be nice to walk into your local grocery store on a cold winter day and be served a pastry and a hot chocolate at the door? Or to come in on a hot summer afternoon and be greeted with a glass of lemonade? Shopping carts can be fitted with cup holders pretty affordably. What a unique and affordable way to show customers you appreciate their business! And being hospitable has its benefits. By offering your customers relief from the elements, you make them comfortable and slow them down a bit, so they're more likely to spend more time at the store.
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