The other day while shopping in the local supermarket I noticed there was a special offer of Fruit & Fibre. Fantastic. You may also notice that they have left the special offer items in their original shelf position leaving the regular sized box positioned directly below. What kind of moron would think this would be a good idea?
We all know that the special offer deals usually mean a smaller version can be several times more expensive. In this case
Fruit & Fibre 750g £1.49 19.9p per 100g
Fruit & Fibre 500g £2.68 53.6p per 100g
There is a significant saving to be had by buying the larger box of fruit and fibre. This doesn’t really bother me, there are special offers everywhere and you pick up good deals. Picking up a bargain certainly brings a smile to my face, yes I am easily pleased. The point is what kind of a person would engineer a situation like this.
There are many reasons why special offers are placed at the ends of aisles or in a unique location in supermarkets to use a nudge to suggest a product to buy to those who would not normally buy it and to separate it from other products. It is all about driving up sales to new customers and clear out over orders of stock in many cases. By leaving the boxes in situ then the only people who will see the special offer is someone who is down the cereal aisle and looking in that direction. They don’t want the usual customers to stray away from their usual if they get a regular box, as this is where the profit will be made as well.
One thing you would never do is where Morrisons have failed on this one, put the two products next to eat other. Highlighting how much of a good deal that you are getting with their special offer, but not so great for sales of the regular box, from the regular people. At the same time leaving them in their standard location. The regular customers will now think twice about buying Kellogg’s Fruit and Fibre when they are shopping after the special offer period has ended now that it has been highlighted how cheap the product can be.
All in all this is great for the average consumer as long as they take up the offer, but I doubt the store will sell many of the regular sized boxes or drive new customers into taking up the special offer. You would think that a massive supermarket chain would have standard procedure for special offers, this is not purely a marketing issue. This is a plain common sense issue.