Supermarkets
don't make it easy
Have you noticed the
increasing time and effort it seems to take to shop in most modern
supermarkets? I'm guessing most of these chains have signs in their
corporate offices proclaiming their number one goal is to serve
customers. However, all evidence suggests most of their activities
are aimed at maximizing the store's short-term financial performance
by encouraging customers to buy stuff they didn't intend to buy when
they entered the store.
It's apparent the folks in
charge of store operations for most grocery chains have made a
science of laying out stores to ensure every customer who enters will
walk past as many product categories and displays as possible. None
of this is done to make shopping easier on customers. In fact,
success is measured by the extra distance customers cover once they
walk thorough the front doors, and, more important, how how much
extra stuff they buy along the way.
When you enter a modern
super-market, you usually encounter barriers intended to guide you on
the path they want you to take. The foodstuff staples such as milk,
meat, dairy, and bread are placed in opposite sections of the store.
Then, the highest profit margin items are placed on shelves at
average eye level and lower margin items on the lower and higher
shelves. I'm willing to bet all super markets have corporate staffs
whose sole function is to develop computer programs designed to
maximize customer spending. Perhaps these programs have names such
as, "sales maximizer" or "empty their wallets".
Over the past couple of
years, my wife and I have begun to notice entire categories of
products suddenly relocated. It's obvious "sales maximizer"
programs have discovered relocating items will result in customers
spending even more time in the store looking for the new location of
items regularly purchased, and assure they will walk past even more
displays of impulse purchase items.
Physicians should ask
patients complaining about memory loss if they first noticed the
problem after recently shopping at a super market? I find myself too
often going to a specific location for an item I have purchased in
the past, only to find it missing, and then wonder if I'm losing it!
Thankfully my basic understanding of modern corporate businesses
reminds me I am once again being led around by the nose to help
lighten my wallet.
"Sales maximizer"
understands when a customer cannot find an item, they will initially
wonder around trying to read aisle signs for help. When that doesn't
work they have to then travel even further trying to find a store
employee to ask. Of course, all of this makes you wonder all over the
store as planned...and guess what...your shopping cart magically ends
up with stuff you never even thought about buying when you first
walked in the front door.
The best part of the
process comes when the check-out person usually smiles and asks:
"were you able to find everything you wanted?" I usually
answer, "no I did I not find everything I wanted but, I sure did
buy stuff I didn't intend to." Not once has the clerk stopped
smiling.
I am not blaming Super
markets for trying to maximize their bottom line...I'm just tired of
them sapping my energy and causing me think I'm developing dementia
in the process. I'm actually surprised they haven't found a way to
charge extra for the exercise program!
The more serious question
I would pose is: Why don't the folks who run these supermarkets try
to increase customer loyalty the old fashioned way--treating people
as valued customers by providing pleasant shopping experiences
designed to make them want to come back, instead of mainly laying out
stores to make sure customers end up tired and poorer when they
depart. It really doesn't take a genius to understand why Walmart is
literally eating the lunch of most grocery chains. They don't treat
customers special either, but they have a reputation for charging
less for the shopping pain.
I don't think American
supermarkets will ever win a price war with Walmart; but they would
have a chance to survive and prosper by better serving their
customers--from the customer's perspective. Sadly, this would require
something that is missing among senior management for most large
publicly traded organizations these days--long range thinking.
My suggestion to the
corporate management of these chains would be to begin by asking
their customers what they like and dislike about shopping in their
stores.
Please understand this
article is not intended to portray the folks who manage or work in
any local super markets in a negative light. If anything, it is their
unwavering friendly service which makes shopping while hanging upside
down as one's wallet or purse is being emptied even somewhat
bearable.
Mike Tower
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