Some might find the program's tone condescending, but it accurately explains various behind-the-scenes functions in grocery stores and the tight margins throughout the industry. I saw nothing that would even remotely qualify as "sneaky." However, CNBC's business editor and host Tyler Mathisen did his best to be provocative.
"You are part of the largest and longest-running psychological experiment in history -- you are a supermarket shopper," said Mr. Mathisen. "You're being watched, trailed, and analyzed in ways you'd never imagine. Today's best stores blast you with sounds and scents, the aroma of fresh-baked bread, rotisserie chickens spinning over the flame, all designed to entice you to buy."
Spooky. Please, don't take me there.
Most shoppers are probably unfamiliar with the topics presented in the report including electronic shopping aids, food prep, banana ripening rooms, shelf placement, slotting fees, etc.
Interviews with industry insiders regarding store design, store electronics, impulse buying, profit margins, and price optimization were a little off-putting.
Martin Lindstrom of Buyology Inc., a Dane who said he "knows more about American shoppers than they do about themselves," told Mr. Mathisen that research shows consumers buy 40 percent more with larger shopping carts. When asked why more stores do not have larger carts, he replied, "Because they're stupid."
American consumers weren't viewed any more favorably than retailers by Mr. Lindstrom. When asked if Americans were great shoppers, he said, "Absolutely not. And do you know what's so interesting? They're getting worse and worse. Smart supermarkets can make you think you're getting a good deal even if you're not."
Jaw-dropping, shopper-savvy revelations aside -- such as dairy positioned at the back of the store to increase exposure to other items as the shopper treks back there, positioning key products at eye level, and store designs that "want to draw you back as far as they can so that they have more chance to sell you stuff" -- many of the topics covered were fresh and informative.
Most interesting was a segment devoted to 100-year-old Kaune's Neighborhood Market ("Connie's"), a 7,500-square-foot store in Santa Fe owned and operated by former trial attorney Cheryl Pick Sommer. It compellingly contrasted the business practices of huge chains with those of single-store operators. Supplied by an Amarillo co-op and local suppliers, Kaune's doesn't have eggs on the shelf if local hens aren't laying due to a cold snap.
When asked if her business could "hold on," Ms. Sommer said it would "because our neighborhood and our clientele need us to." No invasive electronic "lures" there, just old-fashioned friendly service.