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, where neuromarketing and purchasing route optimization is effectively applied to increasing average customers consumption.
Inviting environment
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. According to, this first impression is critical to creating a positive emotional connection with space and stimulating the desire to explore the rest of the store.
Studies indicate that well -lit and flavored environments increase customers’ permanence time, enhancing impulse purchases.
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 method, according to the same source, known as ‘optimized route’, is designed so that the customer travels most of the sales space, increasing exposure to non -essential products.
Shelves adapted to eye height
Another important detail that Mercado applies, as Marketeer refers, is the way products are organized vertically on the 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, based on neuromarketing studies, seeks to influence decisions directly, based on those closest to the product. According to experts, this provision can increase the probability of purchase by up to 30%.
We recommend:
Payment zones with temptations
As reported by the source previously mentioned, when they reach the boxes, customers are faced with 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.
This phenomenon, known as ‘Last Minute Purchase’, represents a considerable slice of retail revenue, taking advantage of waiting time to stimulate impulsive acquisitions.
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, according to Marketeer, create a sense of comfort and encourage the purchase of food, 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. These techniques are widely studied in neuromarketing, proving their effectiveness in increasing sales.
Bigger carts and defined route
The size of Mercado’s 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.
Also, as the same source says, the store’s 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. This technique aims to maximize visual contact with as many articles as possible.
Experience built to sell more
All of these choices are part of a broader strategy based on behavioral studies and neuromarketing. Market, according to Marketeer, like other retail chains, applies these methods to condition the shopping experience, influencing decisions in a subtle and effective way.
This type of organization, coupled with the optimization of the course and the creation of sensory stimuli, allows not only to increase sales, but also build customer loyalty through a pleasant and surrounding experience.
Also read:
