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Customer Phycology in a Supermarket
External Variables
External variables are all the factors that affect the supermarket from the outside view. These include location, building design, car park, and lighting. We have tried in the installation of all the basic requirements of the external variables. We are located on a roundabout in between Bangor and Caernarvon. We are the only supermarket that operates twenty-four hours for miles making use the best choice for people around here. Our location also gives us an advantage of travelers using the roads. Our store is the biggest in the locality with a modern building with cool color which gives a tranquil and calm response to our viewers. Our store has the floor to roof windows which catch the attention of you and attract you to our store to buy. Our well light building with big open windows in an open environment invites passers-by increasing the number of customers Windows display is the initial attraction to bring you into our store. They communicate our brand image to you and as well distinguish use from others. To date, we have made sure that our parking is enough for all of you. This is only possible if customers will be fast enough in shopping. Our parking can accommodate as many cars as you are provided you will be coming and leaving proportionally. We have partitioned the parking in different categories of people who shop with use. We have disabled car section, a family with children car section, normal car section, our delivery and collection area, and a car wash area. We embraced this method of parking to ensure you parking needs are catered for. These method has also helped use to maintain consistency in our parking area. We did this to ensure all your parking needs are met considering your different needs. Also to ensure you don’t collide with our workers when offloading goods. We have tried in our best way to provide enough security at the car park and in all our premises to make sure you are secure here. We have installed security lights all over our premises.
Layout and design variable
We know that an effective layout encourages you to shop the entire shop and view extensive types of goods. We have made the interior part of our premises look so appealing to you. At the entrance, we have sandwich, sushi, fruit bag and a single bottle of drinks. We have kept these items here to capture the attention of you and to consider your first needs during the buying process. At this transition zone, we have put all the stimuli to make you sense the entire vibe of the supermarket. Everything in a local store is catered here to give an impression and the right type of a feeling. We embrace a free form layout in our store to encourage you to browse our goods. Our layout is more relaxed that you can walk between the aisles and shelves without hurry. We try to manage every aspect of our facilities to influence your behavior subconsciously. Our design is very spacious to create an enjoyable experience for you as you shop with us. We also found it an effective way of sharing information with you. Our premises are well painted in a cool color to make you feel cool and have that calm feeling when shopping with us. Cool color also reduces the feeling of distraction when shopping. Our aisles and shelves are set in an orderly manner with no distractors between them to allow fast location of items. We found that this kind of layout can encourage customers to stay longer and spend more.
Lighting can be used in many ways in a store. We have installed proper lighting in the entire store with bright light in wine aisle purposed to create a sense of positivity, honesty and promote impulse purchasing. It also creates an atmosphere that matches the brand personality. Light influences your behavior and decision making.  We adopted the soft light way to increase the amount of time spent in our premises. We have observed that soft light creates a comfortable environment for you.
We have security cameras installed at strategic positions for monitoring shoppers’ traffic through video footage. We have brought you a variety of products of the same kind from a different manufacturer to give you a choice. We have kept those products close to each other so that we can use the same internal directions (Ebster and Claus). And so that you may get an alternative of the product you needed easily. We found this helpful to you for comparison of prices written on top of every rack of the isle for each and every product. We have offered you with products of every size from small quantity to bulk.  We found out that this will give you an option to choose according to your consumption. We have also kept a record of all the goods in our premise to make sure we don’t sell expired products. We have customer attendants who visit shelves checking the expiry dates on the products and removing those close to expiring. They keep a good record of stock to make sure shelves are stocked, and the expired ones are removed.
Point of sale
We have tried on improving our point of sale in day to day operation of our business. We have your attendants next to every track who give directions and directives to you. We have our merchandise easy to access, visible and a great range to choose from. We have visible merchandise for you to buy and to physically engage with the product creating an emotional connection which drives you to buy the product. We have our stock well arranged, not overcrowded and no merchandise on the shop floor. We have displayed on every item that has an offer or whose price is discounted. Our merchandise is well labeled to allow you to make good decisions on which to buy.
Our premise is well decorated in the outside appearance and the interior part. The outside part is well painted with attractive paint. There is also lighting all over the outside compound making it look beautiful. The lighting is so appealing to the eyes that you can tell from far there is a shopping paradise there. There are signs also that show you the way in and the way out of the premise and at the main entrance. In the inside the floor is well decorated with terrazzo floor of a very cool color, we observed that you like clean places and by that, we have tried to maintain tidiness in our working place. We have included direction to where the product is located. All the aisles and shelves are kept neat and have very attractive colors. We have installed enough lighting inside. Our shelves and aisles are arranged in a very good way with brand adverts next to the brand shelve making the store look attractive.
We have tried to meet you required standards always. We have tried to make our exterior outlook so appearing to satisfy your taste. We have also tried to assure you of a secure enough car park. We have installed cameras everywhere in the premises to secure you. We give you all the products you want and keep them at a very strategic position where you can get them easily. We have decorated the inside of our premise and kept it neat enough. We will always be willing to serve you.
Ebster, Claus. Store design and visual merchandising: Creating store space that encourages buying. Business Expert Press, 2011.

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