Page 25 - Book5E

CHAPTER 3
Become a Shopping Pro
You undoubtedly have at least one “value card” for your local grocery store that you carry on your keychain or in your pocket that allows you to save on certain items when you shop. Those items usually change weekly. In exchange for the savings you get at the store, the store is able to collect data that helps the store marketers determine how products and what products will be displayed. This data is collected when your card is swiped at the register. The data is well worth the savings the store gives you because it helps create displays that encourage impulse buying. Stores rely heavily on the fact that you are likely to buy some- thing you hadn’t planned on buying if it is presented to you in the right place at the right time.
What the Stores Learn
1 . People who stop at the store on the way home from work do so for particular items . It’s usually something for dinner or a staple like milk or cereal. If stores know what people are buying at what particular times of the day, they can time in-store promotions and create displays to match.
2 . Many people buy on impulse . If it’s true that “men between 25 and 40 purchase beer and diapers” together, the store will put a great deal of effort into deciding what else might appeal to men between the ages of 25 and 40 who have young children. Those products will then be positioned near the beer and the diapers. If stores can determine
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