Study Considers Checkout Pushers and Pullers
A new research
report suggests that retailers’ approach to merchandising the checkout
area may be wrongfully assuming "the cart is before the horse," as it
to Relevation Research,
the typical grocery store has designed the checkout to display products
to consumers who push carts through the lane. The reality of the situation,
however, is that nearly three-quarters of shoppers step in front of the
cart to place items on the conveyor while pulling the cart along.
front of the store is a department, accounting for one percent of sales
or more," said Nan Martin, Relevation co-founder,
told AdAge.com. "It’s designed for consumers to make impulse
purchases as they push through. If you’re pulling, your back is to the
merchandise most of that time."
according to the study, tend to be more impatient about the shopping experience
compared to pushers. Caucasians are also more likely to be pullers while
Hispanics are more than twice as likely to be pushers.
involved observing single shoppers to avoid "the child factor."
Parents shopping with children, the researchers observed, are more likely
to push the cart through the checkout to reduce the chances of kids acting
Discussion Questions: How important is the
sale of items merchandised at the checkout to the bottom line performance
of supermarkets? Is
it time to look at new ways to merchandise at the front end? Are there
stores doing interesting things that you think are worthy of emulating?