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Supermarkets: buyers and responsible consumption

More often we are seeing clients standing in front of product shelves at the supermarkets and no longer simply looking at the prices. The product’s origin, the environmental criteria of the company that manufactures them, and the type of packaging used or the additives used in the manufacture of the product are also decision factors in the purchase.

This phenomenon is known as ethical or responsible consumption.

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This type of ethical consumption has not stopped growing, despite social economic crises. Ethical factors are never the first reason to purchase since the quality and the price of a product are usually higher factors, but it can be a decision maker when it comes to comparing similar items.

It is a differentiating element when the quality, price and availability are similar.

In the years of the economic crisis, another point that has gained popularity in deciding whether to buy or not, are the labor conditions that companies give its employees.

Companies have lost clients that way by dismissals, despite gaining benefits.

The importance of good communication

At the same time of this change of habits in the consumers, in the companies there has been an increase in the actions related to Corporate Social Responsibility (CSR).

However, it may be that some companies are betting on this area without their customers knowing.

For this reason, it is important that the CSR strategy is global and includes a good communication of the actions that are carried out, so that society knows what is being done.

Strategies to increase revenue at the supermarkets

Everything is perfectly calculated in a supermarket. From the place and specific location of the product to the music playing while the client shops; all that forms part of a marketing strategy to increase sales.

Location of products

Generally, products considered essential-milk, bread or toilet paper- are usually located at the end of the store.

This way, consumers are forced to walk around the entire store and are more likely to buy products they hadn’t originally intended to buy.

The special offers and promotions also hold a strategic position. In fact, they are a great source of income. That’s why they are usually found in corners of the corridors where they have high visibility.

Another thought out plan is the cash register line. Children have sweets and chocolates in their reach. This is an opportunity to fill the shopping cart with products you can’t miss.

The senses and shopping

The senses are usually decisive elements and stimulating them is part of the supermarket’s work. For example, smell is linked with memory.

Related: Goya Foods Launches ‘Better for You’ Product Line

Because of this, the customer will remember moments when they last enjoyed that product.

The music being played also affects the buyer. If the song has an accelerated rhythm, the customer will walk the corridors at a greater speed. For this reason, stores choose slower melodies.

Taste and vision are the most important senses when it comes to buying.

Supermarkets know this and help to encourage it. Placing the best-looking products in sight and offering consumers food samples are some of their tactics.

About Julio Ibañez

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Retail Executive, specialized in supermarket management & big box formats. Currently Head of Assortment Development at Bravo Supermarkets. More than 15 years of international experience in the Retail sector, in areas such as Operations, Purchasing and Consulting.

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