The way a supermarket is organized is not random. Each corridor, each shelf and even what you feel when you enter the store is thought of with a specific goal: to influence customer behavior. Mercado is a clear example of this strategy.
When you enter a brand store, it is usual to find a well -lit area soon, with bright colors and aromas that refer to freshness. This first impression is critical to creating a positive emotional connection with space and stimulating the desire to explore the rest of the store.
Essential Products in the Fund
First needy articles, such as milk, bread or flour, are placed in the farther areas of the entrance. This forces customers to go through other runners to get there. Along the way, they are exposed to dozens of other products they had not planned to buy.
This type of disposition aims to increase the hypotheses that the customer adds more articles to the basket, taking advantage of their attention and the time of stay in the store.
Shelves adapted to eye height
Another important detail that Mercado applies is the way products are organized vertically on shelves. The articles intended for children, such as candy or cereals, are often placed on the lower shelves, within the reach of their vision and their hands.
On the other hand, adult products are on the highest shelves, facilitating access to those looking for them. This strategy seeks to influence decisions directly, based on who is closer to the product.
Payment zones with temptations
Upon reaching the boxes, customers face a variety of small and appealing products such as tablets, chocolates, lighters or batteries. These items, strategically placed next to the payment site, aim to capture attention in the last moments of the purchase.
These are products that are often not on the list, but are eventually acquired on impulse due to their visible and accessible location.
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Smell and lighting as tools
The smell of bread -finished bread or the ham cut at the time is used to arouse the appetite and attract customers. These aromas create a sense of comfort and encourage food purchase, even if they were initially not planned.
In areas such as the cosmetic section, lighting is reinforced to highlight the packaging and make the products more appealing, capturing the attention of those who pass.
Bigger carts and defined route
The size of the shopping carts also plays an important role. A large cart, when partially empty, can induce the feeling that something is still missing. This can lead customers to look for more products to “fill” the space.
In addition, according to, the store layout is designed to guide customers on a specific course. This route requires to go through various zones and sections, increasing the length of stay in the supermarket and exposure to different products.
Experience built to sell more
All of these choices are part of a broader strategy based on behavioral studies and neuromarketing. Mercado, like other retail chains, applies these methods to condition the shopping experience, influencing decisions in a subtle and effective way.
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