Richard J. George, Ph.D.

Redesigning Supermarkets to Better Engage Shoppers

May 14, 2010

FROM RETAILWIRE:
Kevin Kelley, Founding Partner and Principal of Shook Kelley, reminded the audience at an FMI Customer Connect workshop this week that consumers still spend money when they really want something. Kelley advises recreating the shopping experience, re-engaging shoppers and encouraging shoppers to linger in more appealing spaces. Should supermarkets be redesigned to encourage shoppers to linger or to get them in and out more quickly?      [more...]

In our haste to become more efficient we often forget that retail is theater. Research has shown that the longer a customer is in a supermarket the more she will buy and the quicker that we get her out the sooner she will come back.

I believe there is much that can be done at checkout that can enhance the convenience function, for example, easy pass checkout or dedicated/scheduled check out lanes and times for large basket, loyal customers.

However, convenience and ambiance need not collide. I suggest that we look at the specialty stores in the malls as a model of how it can be done. These stores have warmth, purpose, and are still convenient to shop. Category management and other concepts have made us pretty efficient in viewing the shelves. Unfortunately, this approach puts our back to the customer. We need to turn around and face customers and get rid of the boredom of supermarket shopping.

This may not work for all retailers, depending on the store's positioning. Stores need to think like a brand and act like a retailer. Thinking like a brand requires food retailers to develop a differential advantage beyond simply price. Store layout and the accompanying ambiance is a way to become the retailer brand of choice.