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Analysis of supermarket consumption behavior and its marketing innovation
When shopping at a store, you often notice an interesting phenomenon. Depending on the store, finding the product you want—like shampoo or toothpaste—can be quick and easy, or it can take a long time as you search through shelves. This variation in shopping experience is influenced by how products are displayed.
In the consumer goods industry, over 80% of purchases are made at the point of sale, which shows how crucial in-store display is for driving sales. The way products are arranged can greatly influence consumer choices. Different stores attract different customer groups, and each group has unique shopping habits and preferences.
For example, in a high-income area, customers might prioritize brand, function, and price when buying edible oil. In such cases, the display should emphasize these factors. On the other hand, in more economically modest regions, price becomes the main concern. Here, the display should focus on pricing differences to better meet consumer needs.
This kind of adaptation is essential for consumer goods companies operating in modern retail environments. In the past, companies spent significant time researching what consumers wanted before developing products. However, today’s market demands that companies adjust their strategies based on how retailers display products. Even if a product is well-designed and visually appealing, it may not succeed if it doesn’t fit the retailer’s display strategy.
Modern marketing requires companies to understand and align with the characteristics of retail channels. Traditional methods focused on pushing products to the market, but now, companies must think about how to integrate with the retail environment. Retailers have limited shelf space, so the key is to find the right entry point that makes them want to promote your product.
To do this, companies need to consider three main factors:
1. **Profitability for Retailers**: If a product isn’t profitable, retailers won’t give it the attention it needs. They’ll choose products that offer better margins.
2. **Positioning in Product Categories**: A product’s success depends on where it’s placed. If it doesn’t fit into the retailer’s category structure, it may be overlooked, no matter how good it is.
3. **Category Management Expertise**: Brands should act as experts in category management, helping retailers optimize their displays. For instance, a melon tea product might perform poorly if placed in a small category like “tea drinks,†but if it’s positioned within a larger category, it could gain more visibility and sales.
Seasonal changes also affect display strategies. For example, hot pot seasoning is usually sold in summer, so it should be placed near condiments. But in winter, when hot pot is more popular, it should be displayed next to meat products like mutton rolls or meatballs, which significantly boosts sales.
The market is constantly evolving, and so must corporate marketing strategies. While companies used to focus mainly on consumer research, they now need to pay more attention to how products are displayed in retail stores. Understanding and adapting to in-store dynamics is just as important as understanding consumer behavior. By doing so, companies can ensure their products stand out and succeed in the competitive retail landscape.