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Analysis of supermarket consumption behavior and its marketing innovation
When shopping at a store, you often come across an interesting phenomenon: some stores make it easy to find the products you're looking for, like shampoo or toothpaste, while others require you to search for a long time. This difference in product visibility can significantly impact your shopping experience and purchasing decisions.
In fact, more than 80% of the items consumers intend to buy are decided while they’re in the store. This highlights the importance of effective product displays in driving sales. The way products are displayed depends on the characteristics of the shoppers and their specific needs. Each store has a different customer base, and these customers have varying priorities when making purchases.
For example, in a high-income area, shoppers might prioritize brand, function, and price when buying edible oil. In such cases, the display should emphasize these factors. On the other hand, in a more economically challenged region, price becomes the primary concern, so the display should be organized by price tiers instead of brand or function.
This kind of adjustment is necessary for consumer goods companies as they adapt to modern retail environments. In the past, companies focused heavily on researching what consumers wanted before developing new products. However, today, even if a product is well-designed and visually appealing, it may not succeed if it doesn't fit the display strategies of modern retailers. If a product isn’t recognized or supported by store buyers, it may fail in the market. As a result, companies must constantly evolve their marketing strategies to align with current channel dynamics.
Traditional marketing methods focused on pushing products to consumers, but modern approaches require a deeper understanding of how retail channels operate. Companies need to think about how to best position their products within the limited space of a store. To do this, they must consider three key factors:
First, whether the product can generate enough profit for the retailer. Retailers won’t support products that don’t offer a good return on investment. Second, where the product fits in the retailer’s product classification. If a product doesn’t align with what the retailer needs, it’s unlikely to get the attention it deserves. Third, being a category management expert and offering guidance to retailers. For instance, a melon tea brand may perform better if placed in the juice section rather than the tea section, depending on the retailer's layout and sales strategy.
Seasonal changes also affect product placement. For example, hot pot seasonings are usually bought in summer, so they should be displayed near condiments. But in winter, when hot pot is more popular, these items should be placed next to meatballs or mutton rolls, which increases their visibility and sales.
The market is always changing, and so should marketing strategies. While companies used to focus mainly on consumer research, they now need to pay more attention to how products are displayed and managed in retail environments. By adapting to these changes, businesses can better meet the needs of both retailers and consumers, ultimately driving greater success in the marketplace.