2023-10-14 10:23:40
At Colruyt, it is not customer comfort that is prioritized. It feels like a factory or a hangar: basic shelving, some goods still in their boxes, pale lighting. In the fresh section, the customer even has to put on their scarf to walk through the refrigerated sections. This distributor focuses everything on prices and a very rational organization of its stores. And it works: Colruyt is the leader in Belgium.
The other major brand of Belgian origin, Delhaize, is a bit of the anti-Colruyt, rather the strategy of pleasure shopping, like the fruit and vegetable section, always installed at the entrance to the store. “It’s the cinemascope, the beautiful image, the colors. It’s more tempting than discovering cardboard boxes.”explain Christophe Sancy, editor-in-chief of the specialist magazine Gondola. Shimmering decor, brightness, music: at Delhaize, we don’t go shopping, we walk, we stroll. Welcome to the island of temptation where the customer falls more easily for more expensive products.
In the third supermarket tested, the Intermarché de Hannut, the largest of the brand in Belgium, it would rather be the strategy of massification. “If you want to sell a lot “explains Christophe Sancy, ” offer lots of goods, mountains, pyramids. This triggers a feeling of bargain in the customer’s brain: if there are so many, it’s a good deal. I have to buy.“At the top of the pyramids, in large red and white letters, a sign indicates promotions, the lethal weapon of supermarkets.
Hey, have you noticed that in most supermarkets, the size of shopping carts increases over time? The largest rolling carts have a capacity of 300 liters. It was only 60 liters in the 1950s.
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