This idea of placing complementary goods together is a difficult problem. You may also find that they are the high quality brands, but “that’s okay, why not treat ourselves?” If you are buying beer, crisps seem like a good idea, and convenience makes a purchase more likely. However, supermarkets have found it makes sense to place some goods together even though they are not in the same category. You might think that designing a good planogram is about putting similar goods together cereals, toiletries, baking goods and so on. A customer needs time to adjust to being in the aisle, so it takes a little time before they can decide what to buy. There is a school of thought that goods placed at the start of an aisle do not sell as well. The location of goods in an aisle is also important. The more visible a product, the higher the sales are likely to be. The “number of facings”, that is how many items of a product you can see, also has an effect on sales. Next time you are in a supermarket, just keep note of how many times you need to bend down, or stretch, to reach something you need. You may find that the more expensive options are at eye level or just below, while the store’s own brands are placed higher or lower on the shelves.
Within these planograms, one phrase commonly used is “eye level is buy level”, indicating that products positioned at eye level are likely to sell better. A planogram is defined as a “diagram or model that indicates the placement of retail products on shelves in order to maximise sales”. When you see items on a supermarket shelf, you are actually looking at a planogram. Have you ever considered how supermarkets decide where to place items on the shelves and, more importantly, why they place them where they do? There are marketing strategies which you may not be aware of that also have an effect on our buying habits. It would be a strong person that does not give way to an impulse buy occasionally and, for the supermarkets, the profits keep flowing. You might think that awareness of these strategies would negate their effectiveness, but that doesn’t appear to be the case. Mark Armstrong analysed retail discounting strategies for The Conversation last year, for example, and the Daily Mail recently published a feature on making “rip offs look like bargains”.
Strategies such as those above get reported in the media on a regular basis.
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