In the small town of Somerset , Massachusetts
The outside parking lot is designed to access eight to ten vehicles at a time. There is a
fuel station island that contains four individual gas pumps which provides the customer
with the choice to put gas in their car before or after shopping or just fuel up and go. No
matter what the preference, gas is available for purchase. The actually building itself is a
single level store that is tan in color. Vinyl siding spreads horizontally from one end to
the other, a simple design that is only interrupted by two bow windows located on the
right and left side of the single glass entrance door. For a new or unfamiliar
customer there is not a clear view to the interior of the store as the large windows are covered with posters and banners. The advertisements are scattered like a collage in the windows informing the viewer of beer specials and of particular brands of beer that are available. The banners are bold colors; mainly blue, black, red, all on a white background. There is a single electric sign that hangs in the left front window which is black with three illuminated, large, green capital letters; A T M on it.
In an article titled “The Science of Shopping” written by Malcolm Gladwell there exists a concept called the Invariant Right which refers to the idea that most shoppers turn right when entering a retail establishment (Gladwell, 1996). This in fact holds true for me as I enter and hear “hello my friend” from John the cashier behind the counter to my right. I stop and exchange a few words. “Can I buy you a coffee and a malasadas?” another gentleman asks who is standing there with a few other customers enjoying coffee and conversation. “Not today” I reply. “I insist, please join us” he says as I continue past and proceed to get my gallon of milk. John continues to speak in Portuguese to the others and they all continue to laugh and smile together. This interaction is familiar and common each time a customer such as myself enters the store.
This particular establishment has low ceilings and dim lighting. To many it may immediately be compared to the interior of a small bar room with its wooden floors and wooden paneled walls which are oak in color. To the immediate right is a checkout counter. Straight ahead are four aisles that are quite short in length. Running along the back wall are coolers for milk, dairy and beverages. On the left the wine and beer encompass a large square area of the store. The wine bottles are arranged accordingly and have a stain-glass window like affect as the colored glass bottles line the shelves row after row. Multicolored banners hang along the perimeter of the store which is easily noticed with the low ceiling and the dim lighting reflecting off of them. An array of different shades radiate from the products such as Coca-Cola, Lays Potato Chips and Kraft Macaroni and Cheese that are on the shelves of the aisles. Budweiser, Miller and other famous beer labels fill the coolers. The beer is stacked from the floor to the ceiling giving off their own shiny tints like a display of holiday lights. The vibrant themes are evident and draw the attention of the consumer to the products they represent. The lighting may be dim however the signs, labels, and products portray a hue of energy that is tremendously enticing to the eye.
Layout of the establishment speaks volumes. Again, Malcolm Gladwell’s article “The Science of Shopping” mentions that most shoppers tend to enter a store and do a scan. It is also mentioned that our world is set up to suit right-handed individuals. (Gladwell, 1996). This holds true for the shoppers at this establishment who are primarily men; one may enter turn left to get beer and wine products, proceed to the right for their milk, and keep to the right to enter up an aisle finally bringing them directly to the checkout counter. An amazing floor plan. For those who do not want to purchase beer and wine; straight to the back of the store for milk or beverages then turn right for products in aisles then head straight for the register. In the event that there are no purchases to be made it is still imperative that a customer turn right to pay for gas or make purchases of cigarettes and/or lottery tickets.
Most convenience stores are intended for the purchase of milk, bread, cigarettes, and beverages. In the case of this retail store, the plan calls for the consumer to walk past many temptations to get from the door to any of these products. At the register alone one will face many eye catching displays. Flashy scratch tickets line the entire back wall behind the register as well as numerous brands of cigarettes and as one makes a purchase there is ironically a full display of toys to the left of the register to meet the buying power for even your child. The lottery machine sits at a ninety degree angle from the register also conveniently located to the right.
In terms of purchasing power; gas is the number one seller followed accordingly by cigarettes, scratch tickets from the lottery, beer and wine and finally milk takes last. The average customer at this store tends to spend at least twenty dollars and approximately 2000 customers frequent this store daily however weekends and holidays increase sales dramatically. For a small country store it serves a large number of consumers. The population that makes up the majority of customers is of Portuguese ethnicity. Portuguese wine, beer and bread are commonly purchased items. The aroma that fills the air upon entering makes the consumer tempted by the pastry and sweet bread that is on a large oblong table assembled neatly in rows directly to their left. Portuguese members of the community feel at home not only with the choices available and conveniently the clerk and family running the business speak their language. Again as mentioned in Gladwell’s article it states that the store environment has to work for the population of customers that it serves. People want to come in and out finding what they want; making their choices and leaving satisfied. The concept of one-stop shopping is truly an amazing concept (Gladwell, 1996). It is in a store such as this that a customer finds the convenience of buying multiple items all in one store; the choices are there no matter who enters with intention to buy. A clientele of town residents are all in search of convenience when they approach a business such as this. Mainly men shop at this location. The woman is more apt to be at the supermarkets buying in large bulk whereas the man is more of an in and out shopper; getting what is needed and leaving. John explained to me that if a woman does come in she tends to buy milk and a few other products. She enters and goes directly to the milk located at the back of the store and may pick up a few other items as she saunters back up toward the register. The milk seems to be strategically placed in full view in effort to have to consumer pass through the aisles and make additional purchases just like another concept in “The Science of Shopping” that described the one-floor store where most retailers will put the men’s items up front mainly due to the fact that men do not like to pass through other areas of a store if they do not have to (Gladwell, 1996). Men buying milk are forced to go to the back of the store and strategically may cause the additional purchase of chips or snacks to accompany their beer.
After spending time observing any retail establishment it is evident to the observer the clientele that the store attracts as well as the products that the store sells. Some stores are primarily aimed to meet the immediate needs of those they serve, while others are to meet other, not so immediate needs such as clothing and shoes. No matter what the purpose,
the ultimate goal is to produce revenue and be successful. As a customer I do not always look at the approach that the retailer takes in the appearance and at the layout of the business. I, along with many others tend to focus on the product. After careful observation and some insight as to the “science of shopping”; a consumer can get a better perspective on not only the business, but also gain a different perspective on their own shopping experience as well.
Works Cited
Gladwell, Malcolm. “The Science of Shopping.” The New Yorker 4 November 1996.
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