In a grocery store, fresh goods mainly determine sales. It also affects the purchase of everything else you have in the store. The shopping cart for Czech customers is mainly occupied with fresh food. They fill it with more than 50%. So it can be said that not only is it more important to them than other commodities, but it also affects the entire purchasing process. The quality of fresh food influences shoppers’ decisions not only in terms of quantity, but also influences the purchase of other commodities.
According to the fresh food quality, customers rate everything else, including the entire store. So intuitive entrepreneurs make sure they are attractively exposed.
Simply, according to Fresh Food, customers also rate the quality of the entire store and all the products in it. And let’s not forget that 80% of decisions are made during a purchase.
It is no coincidence that the fruit and vegetable sector is located directly behind the entrance to the store. It should put the customer in a positive mood and thus influence his further shopping. But this is true if it does not spoil the resulting impression. Once you neglect this space, the opposite will happen – the customer will view your store negatively. Since it is an emotion, the neutral attitude is somewhat rare. The shopper is either elated or upset. Nothing in between.
“80% of decisions are made during the buying process.”
How to sell fresh food according to intuitive marketing
What are the most common mistakes? First of all, merchandise that is not visibly fresh anymore. Wilted stems and matte surface in place of shine, stains and all other marks, to inform the customer that the goods are behind something. And if you want to sell such foods at a discount, do not put them first. It has a negative effect on the instincts of the customer, even if it’s half the price.
Insufficient lighting is also common. Twilight sure does suit old wines, for example, but fresh vegetables and fruits definitely don’t. So you should not rely on ceiling lights, but additional lighting for shelves and display cases should be used ( Used to evaluate the store Self-service interactive postings).
You can often find empty places in stores where there should be an abundance of merchandise. Not only is the customer passively aware of the void (and not interested in bringing carrots in half an hour, so it’s not worth giving something else instead, because he of course doesn’t know), he considers the remaining pieces false at the bottom to be “used”. In short, unattractive, far from fresh.
A common problem is placing goods in classic boxes. It may be comforting, but the customer simply doesn’t associate freshness and healthy nature with scratched and dirty plastic. Rather, it affects him that you do not care about his satisfaction, especially since you save work. Since agricultural products are so popular today, you should work with wood, or at least imitate it.
Don’t forget the smell
Don’t forget the smell. Most stores today do not smell anything, because retailers fear that a customer will buy only what they feel. But this is not true. On the contrary, a sterile environment (God forbid “smelling” with cleaners or disinfectants) appears unnatural to his olfactory nerves. Of course, you don’t have to overdo it spreading the scent of fruits or vegetables throughout the store. All they need is to feel vulnerable where you want to go. Simply crush a little parsley, onion, basil, or some other green spice. Or help yourself with a fragrant lamp with lemon or orange juice (in winter). ( More on the topic in the article How many senses do we have? One?).
And when a customer starts out with fruits and vegetables, you can put links to other merchandise or promotions here – in some context, of course. Next to fresh carrots, put a can of peas, add olive oil to the tomatoes, and add apples to a bag of cinnamon or pie pie. Think, collect, and create a wonderful steady life. This almost miraculously works on the customer’s feelings.
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