Layered Retail Merchandizing: Strategies to Capture All Customer Behaviors

This Element is an excerpt from Inside the Mind of the Shopper: The Science of Retailing (9780137126859) by Herb Sorensen, Ph.D. Available in print and digital formats.

Rethinking the way you merchandise, to give all three customer segments a shopping experience that will maximize your sales and profits.

Half of all supermarket shopping trips result in the purchase of five or fewer items. 1,000 items contribute half the dollar sales. And three basic segments of customers–“Quick,” “Fill-In,” and “Stock-Up”–exhibit distinctive shopping behaviors. Given these multi-perspective features of retailing, retailers should rethink how they merchandize and rethink the idea of the store as a community warehouse.