Like once I’m done paying for my stuff on my way out I can see something I would buy and go back in to pay for it? Sounds stupid. What I’m I missing about this marketing strategy?
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It’s called a display. they do it for a couple of reasons one to showcase the item that is on sale. It also serves as space to store sale items because back rooms are limited on size. Another is every square foot of space needs to be merchandised. That’s how the make money, empty space = opportunity lost. Also as an attention getter ie you might see a lot of 12pk sodas stacked into a crazy design or beer set up to look like ship.
I have worked on the corporate side of the grocery industry.
Multiple reason.
1) They have something called a loss leader. Basically they will discount something greately so that you get into the store and buy other things. They maybe selling discounted items at a loss. Eg- Beer during a game.
2) To get rid of inventory. When they have something that they need to get rid of for reasons like, new batch coming up or new release of the product coming up or they no longer want to keep that product to make space for some other product. Eg. Hand sanitizers, beauty products. Etc.
3) To move inventory in bulk. The only place in a grocery store that absolutely everyone notices is the cashier area. This makes everyone notice the product.
4) Psychological effect. When people see something on sale, they automatically think about buying it even though they may not need it. They would use it just because they bought it.
5) Convenience for bulky items. Stores would rather keep bulky items like fire wood where they dont take up a lot of space and the workers dont have to haul it inside the store.
You dont want fire hazards inside the store.
People get carts from outside the store and on their way they see carton of water or firewood, now they can put it in the cart and enter the store.
I’ve worked in the grocery business for over 30 years, both in the store and in the office. I’ve spent the last twenty of those years in marketing. Firat, every retailer is different. Second, each retailer has many formats, some of them very old. We have one store that is well over 100 years old and things change, so what made sense when you build a store might be obsolete. For example, all our stores used to have photo developing and VHS rentals. That space needs to be repurposed. To answer your question, Basically, it’s stores trying to maximize their sales area. The majority of those things in those secondary display areas are paid for by CPGs, so it’s revenue for the retailer if they can find more spots to put stuff. A shipper of stuffing can fit just about anywhere, but big, bulk pack products can only fit in large spaces.
In addition to the reasons people listed in some of the top comments, seeing something you want on the way out after you have paid could be a way to entice you to come back and shop again to get that thing you saw.
1. The store doesn’t make any money leaving that area unmerchandised
2. It’s extra holding power (often bulkier items stored there) to alleviate both their shelf and backroom.
From personal experience usually it’s just a matter of trying to get a display out of the backroom and not having space anywhere else. It’s known as really bad practice.
I go to a market that has all ALL of the wine past the registers. Why?
My local grocery has the newspapers AFTER the checkouts. I will never, ever purchase a newspaper there, ever. Not out of enmity. But, I gotta go around the line again? Fuck right off. I never remember before hand if I want a paper.
Edit : all the people telling me to ask the cashier are missing the point. I don’t realize that I’d like to read the newspaper until after I’ve checked out all my whole cart of groceries, and am walking past the newspapers on the way out the door.
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Yeah it’s a glitch, you can just steal that but since there’s no checkout in front of you, you can just keep walking and there’s nothing that can be done
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