According to researchers at University of Missouri, Mississippi State University, Emory University, and University of California-Irvine, the answers your shoppers give depend on the shoppers’ goals and values. Most of the consumers in the research study said that a granola bar was more like a candy bar than like a cup of fruit yogurt. But for the people who placed top priority on health goals, the granola bar was more like a cup of fruit yogurt. Those same health-oriented consumers said an apple was more like an orange than like a donut. But for the people who placed a higher priority on eating convenience than on eating healthy, the apple-donut similarity came up stronger.
What difference does this make for you, the retailer? Well, the category in which a shopper places a product determines the comparisons they’ll make in deciding what to buy from you. If you’re selling apples, donuts, and oranges, the health-oriented customers will be comparing the prices, the freshness, and other attributes of the apples with the oranges. The convenience-first customers will be doing an apple-donut comparison. If you’re selling flowerpots, statuary, and seed flats, the dedicated gardener looks for the flowerpots and seed flats to be in the same shopping area. The dedicated outdoor decorator wants to compare the aesthetic attributes of the flowerpots with the statuary.
We can guide the choices of our shoppers by the ways in which we arrange the merchandise and describe the alternatives we give the shoppers for spending their money. But it often works even better to present the alternatives in terms of what categories we discover our shoppers are using already.
For your profitability: Sell Well: What Really Moves Your Shoppers
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