Children in the Supermarket

Supermarkets have evolved over the years to incorporate not only a wide selection, but also an experience that draws customers back to certain stores. The most interesting strategies stores take concerning experience are geared towards the younger generations. Baby boomers grew up when products were on the rise in the food industry. Newly created microwave meals and frozen dinners fascinated consumers. Generation Y and very young children have been brought up with these foods surrounding them and have come to expect certain things at the supermarket.
Retailers throughout the world have recognized the profitability that comes with correct product placement and needy children. Walking down the aisle of a local food mart, you will see that products such as candies, cookies, and other treats are placed at eye level for youngsters. Kids are set off into “must have” mode whenever certain items grab their attention and turn their heads. Little children will stop at nothing to force their parents or guardians into buying something they don’t especially need. Placing products at eye level also creates the ability for children to reach the items. This lets the child think that they posses the item because they themselves can physically grab it. Once the child has the product the notion that consumers are less willing to give up an item than acquire one begins. Parents often give in to crying children rather than take cheap candy with high margins out of their hands.
Another part of the child experience in supermarkets deals with colors. Children are attracted to bright colors that are strategically placed throughout aisles. Impulse buying colors such as red and yellow contribute to disruptive behavior. Disruptive behavior leads to frequent small purchases or swift slaps to the behind depending on how strong the adult is. Eventually even the strongest parents will break down however.
Once initial shopping trips with children are over the experience is built and youth will want to revisit certain shopping markets countless times. Small tokens such as a free cookie or WholeFood’s free balloon instill a desire in kids to frequent supermarkets. More visits from parents and kids will result in more sales not only in small impulse categories but also in other sections of the store. Therefore, we can see that targeting youngsters in retail markets results in multiple benefits whether it be through high margin gifts within short reach or frequent visits to the supermarket to appease a child and create a family ritual.