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A typical large supermarket offers around 17 000 to 20 000 items for sale and it wants to make sure that its customers see as many of them as possible.
That's why you'll only find essential goods like bread, vegetables and meat in completely different parts of the store.
Products with a high profit margin are always placed on shelves within easy reach of the customer,
while lower margin items like sugar or flower are on the top or bottom shelves.
Many people make shopping lists before they visit supermarkets.
But even so, around 60% of all supermarket purchases are the result of decisions that are taken in the store.
For this reason, supermarkets try to attract their customers by placing certain kinds of products next to each other.
In the UK, beer will often be found next to items for babies
because research shows that fathers of babies buy them on their way home from work and will buy beer at the same time.
Research has also shown that this kind of impulse buy happens more frequently when no sales assistants are nearby.
Supermarkets have made selling such a fine art that their customers often lose all sense of time.
When interviewed, customers normally guess they've only spent half an hour in the supermarket even when they have been there for over 45 minutes.
典型的大型超市出售的商品约有1.7万件至2万件,超市要确保顾客尽可能看到大部分商品。
这就是超市把面包、蔬菜、肉类等必需品放在完全不同的区域的原因。
高利润商品通常会放在顾客方便拿到的货架上,
而糖、鲜花等低利润商品通常会放在货架最上层或最下层。
许多人在去超市购物前会列购物清单。
不过即使有清单,超市消费中有60%是在超市内做出的决定。
基于这个原因,各超市将某些种类的产品摆放在一起,希望借此来吸引顾客。
在英国,啤酒通常会摆放在婴儿产品旁边,
因为调查发现,婴儿的父亲在回家路上购买婴儿用品时,会顺便买啤酒。
调查还发现,附近没有售货员的时候,这种冲动购买的发生频率更高。
超市让销售变成了一种艺术,因为顾客在超市里经常会忘记时间。
调查发现,顾客认为他们只在超市里待了半个小时的时间,而实际上他们在超市的时间已经超过45分钟了。
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