In the world of retail distribution, the organization of aisles is much more than a simple logistical necessity; it’s a strategic science that directly influences consumer buying behaviors. Supermarkets and hypermarkets house thousands of product references under their roof, each requiring a precise place to maximize both the customer’s shopping experience and the store’s turnover.
Traditional Trade Aisles
At the heart of this strategy are the traditional trade aisles. The bakery, the butcher, the cheese/dairy products section, the fish counter, and other similar aisles offer fresh, quality products that attract customers seeking authenticity and traditional flavors. The careful presentation of these products plays an essential role in customers’ perception of quality, thus influencing their purchasing choices.
Self-Service Fresh Product Aisles
In the self-service fresh product aisles, the emphasis is on ease of access and speed. Here, customers find pastries, crepes, fresh fruit juices, and a multitude of other options for quick and convenient purchases. These aisles are often positioned to encourage impulse purchases, a crucial aspect of supermarket sales strategy.
PGC – ELDPH Aisle
The aisle for fast-moving consumer goods (PGC) – grocery, liquids, drugstore, hygiene, and perfumery (ELDPH) – is a goldmine for supermarkets. From water to alcoholic beverages, including fruit juices, these products attract a wide range of consumers. Their strategic placement in the store can significantly influence sales, particularly by placing popular drinks in key locations.
DPH Aisle
Drugstore, perfumery, and hygiene (DPH) products meet consumers’ daily personal care needs. From household cleaners to body care items, these articles are essential for attracting customers concerned about their well-being and personal hygiene.
Grocery Aisle
The grocery aisle, divided into sweet and savory sections, is a pillar of retail distribution. It meets basic food needs with products such as pasta, rice, canned goods, sauces, but also more indulgent options like cookies and chocolates.
The organization of these products into clear categories facilitates the shopping journey and encourages the discovery of new products. The wholesalers generally have their catalogs already organized in this manner. The product ranges of brands such as Belle France are also organized this way.
Pet Food and Textile Aisle
Specialized but no less important, the pet food and textile aisles target specific customer segments. Pet food and accessories, as well as textiles, from clothing to shoes, play a key role in expanding the average consumer’s basket.
General Merchandise Aisle
The general merchandise aisle offers an extensive range of products, from household items to toys and small appliances. This aisle is crucial for attracting consumers looking for non-food items, thus contributing to the overall turnover of the store.
The layout of aisles in a supermarket is therefore an essential component of the sales strategy. The arrangement of products, from the entrance with fruits and vegetables to the checkouts with impulse products, is meticulously planned to optimize the shopping experience and encourage sales. This science of aisle layout not only guides the customer through their shopping journey but also maximizes sales opportunities for the store.
