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Balancing attraction and transaction in the fruit and veg department

A relaxing shopping trip in the weekend or a quick stop at the discounter store, for some essentials? Various supermarket concepts attract various shoppers, by focusing on experience or functionality, for example. It is important to create a balance between attraction – the way the products are presented – and transaction – will these products be purchased? In the end, every retailer wants a high turnover.

The ultimate shopping experience
Earlier, buying groceries was mainly based on price and service. Nowadays, the focus lies on experience. Various supermarket concepts work with this – think of Sainsbury’s Superstore, Tesco Extra and Waitrose. These stores are designed to provide the ultimate shopping experience. In a pleasant environment that includes warm lighting, attractive displays are stacked with appealing products. Buying groceries becomes a fun outing that stimulates all of the shoppers’ senses.

Purely practical supermarket concepts
The counterparts of experience-driven supermarket concepts mainly focus on functionality – think of Aldi, Lidl and Poundland. The shoppers that are visiting these stores are not looking for inspiration. Instead, they aim to quickly fill their shopping baskets with the items written on their grocery list. Apart from seasonal and/or special offers, these supermarkets are designed to be uniform and practical. This means clean shelves, products that are often presented in their original packaging and clearly marked prices.

Fruit and veg as an anchor department: The perfect balance
In experience-driven as well as in functionally designed supermarket concepts, the fruit and vegetable department has a prominent place; it is a so-called anchor department. Shoppers know how to find it and will nearly always purchase its products. That is what ultimately counts. To achieve this, a balance between attraction and transaction is crucial. Whichever supermarket concept shoppers choose – do they want experience or functionality? – the ultimate goal remains the same; encouraging shoppers to exit the store with bags full of groceries.

For more information:
Wim van den Berg
+31 (0)6 5756 4346

Publication date: 6/14/2018



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