While the preference for outer ring products has begun to define millennial tastes, long ago grocery stores designed their stores to maximize impulse buying.
The most frequently purchased products are placed in the back of the store for specific reasons.
Although it might not seem like it, a large amount of planning and research goes into the design of a store’s layout. For example, the end of an aisle sells considerably more than the middle. Many grocery stores take advantage of this, using features like wing shelves to entice their customer’s attention.
Grocery stores rely on the impulsive behaviors of their shoppers and their store layouts prove this.
The Journal of Marketing Research found that the average shopper backtracks three times in a store they are familiar with and six times in a store that they are unfamiliar with. This provides several opportunities for merchandisers to influence shoppers into purchasing products spontaneously.
Therein lies the problem.
Grocery stores must now solve 2 problems to win millennial’s business: getting an entire generation to embrace shopping at grocery stores and advancing the cold chain. To keep up with the rising demands of America’s largest demographic, grocery stores have poured billions of dollars into ensuring fresh and frozen goods that millennials desire that make it to their shelves unspoiled.