The old retail adage “eye level is buy level” is the golden rule of grocery store product placement. Supermarket planners know that customers are most likely to purchase items that are placed directly within their line of sight on the middle shelves. They reserve this prime real estate for the products that they want to sell the most—not the ones that offer the best value. By strategically placing these seven items at eye level, grocery stores subtly influence your purchasing decisions and trick you into spending more.
1. Expensive National Cereal Brands
The cereal aisle is a masterclass in eye-level marketing. The most popular, sugary, and expensive national brands from companies like Kellogg’s and General Mills are always placed at the eye level of an adult. Even more strategically, the brightly colored children’s cereals are placed at a lower eye level, perfectly positioned to catch the attention of a child sitting in a shopping cart. Cheaper store brands and healthier, high-fiber options are usually relegated to the top or bottom shelves.
2. High-Margin Snack Foods
Bags of brand-name snacks are classic impulse buys, and stores make sure you cannot miss them. They are almost always found on the middle shelves. This is right where your eyes naturally wander as you walk down the snack aisle. The store makes a much higher profit margin on these processed snacks than on staple goods. That is why they earn the best place on the shelf.
3. New and Novelty Products
When a manufacturer launches a new product, it pays a premium “slotting fee” to the grocery store to ensure it gets placed in the best possible position. This means new flavors of soda, limited-edition cookies, or trendy new sauces are placed at eye level to maximize their visibility. This also encourages you to try something new. This prominent placement is a form of paid advertising that you might not even notice.
4. Name-Brand Condiments and Pasta Sauces
In the condiment and pasta sauce aisles, the most famous and expensive national brands dominate the eye-level shelves. The less expensive store-brand versions, which are often nearly identical in taste and quality, are typically found on the bottom shelf. Stores know that many shoppers will simply grab the first familiar brand they see without looking for a better deal.
5. Popular Soft Drinks
The soda aisle is another area where this strategy is obvious. The most popular and profitable products, like 12-packs of Coca-Cola and Pepsi, are always placed in the most convenient, easy-to-grab spot. Healthier alternatives like sparkling water or less popular brands are often placed higher or lower, requiring you to make an extra effort to find them.
6. Pre-Packaged Meal Kits and “Solutions”
Grocery stores make a huge profit on convenience. As a result, they place expensive, pre-packaged meal kits and “dinner solutions” right at eye level. This is especially true in the meat or produce departments. They are hoping to catch the eye of a busy shopper who is looking for a quick and easy dinner idea. This allows them to steer them toward a high-priced kit instead of buying the individual ingredients for less.
7. The Bestselling Coffee and Tea
In the coffee and tea aisle, the prime middle-shelf space is reserved for the biggest national brands. The store’s private label coffee, which often offers the best value, is usually located on a lower shelf. This placement ensures that the higher-priced, higher-margin brands are the first thing that a hurried shopper sees.
Looking High and Low for Savings
The “eye level is buy level” strategy is a simple but incredibly effective way for stores to boost their profits. The good news is that once you are aware of this trick, you can easily defeat it. By making a conscious effort to look at the top and bottom shelves in every aisle, you can break free from the store’s influence. You can find the products that offer the best value, not just the best placement.
Have you ever noticed this product placement strategy while shopping? What are your best tips for finding the best deals in a grocery store? Let us know!
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