SUPERMARKET

A big scale emporium of merchandised which does not requires shouting and
advertisement in order to be noticed.
Normally, supermarket has and average area of about 2000 to 3000 square meters.
of this area, 75% to 80% is reserved for stores and the remaining 20-25% was
allotted to services area such as storage, collers repacking area, grocery storage
and others.
A form of grocery store, is a self-service store offering a wide variety of food and
household merchandise, organized into departments. It is larger in size and has a
wider selection than a traditional grocery store.
The supermarket typically comprises meat, fresh produce, dairy, and baked goods
departments, along with shelf space reserved for canned and packaged goods as
well as for various non-food items such as household cleaners, pharmacy products
and pet supplies.
Most supermarkets also sell a variety of other household products that are
consumed regularly, such as alcohol (where permitted), medicine, and clothes, and
some stores sell a much wider range of non-food products.
The traditional suburban supermarket occupies a large amount of floor space,
usually on a single level. It is usually situated near a residential area in order to be
convenient to consumers. Its basic appeal is the availability of a broad selection of
goods under a single roof, at relatively low prices. Other advantages include ease of
parking and frequently the convenience of shopping hours that extend far into the
evening or even 24 hours a day.

TYPICAL STORE ARCHITECTURE

While branding and store advertising will differ from company to company,
the layout of a supermarket remains virtually unchanged. Although big
companies spend time giving consumers a pleasant shopping experience,
the design of a supermarket is directly connected to the in-store marketing
that supermarkets must conduct in order to get shoppers to spend more
money while there.
Every aspect of the store is mapped out and attention is paid to colour,
wording and even surface texture. The overall layout of a supermarket is a
visual merchandising project that plays a major role in retailing. Stores can
creatively use a layout to alter customers perceptions of the atmosphere.
Alternatively, they can enhance the stores atmospherics through visual
communications (signs and graphics), lighting, colours, and even scents. For
example, to give a sense of the supermarket being healthy, fresh produce is
 deliberately located at the front of the store. In terms of bakery items, su-
permarkets usually dedicate 30 to 40 feet of store space to the bread aisle.

Supermarkets are designed to:

"give each product section a sense of individual difference and this is

evident in the design of what are called the anchor departments; fresh
produce, dairy, delicatessen, meat and the bakery"

Each section has different floor coverings, style, lighting and sometimes even
individual services counters to allow shoppers to feel as if there are a
number of markets within this one supermarket.
The layout of a supermarket is considered by some to consist of a few rules
of thumb and three layout principles.
o The high draw products are placed in separate areas of the store to
keep drawing the consumer through the store.
o High impulse and high margin products are placed in the most
predominant areas to grab attention.
o Power products are placed on both sides of the aisle to create
increased product awareness, and end caps are used to receive high
exposure of a certain product whether on special, promotion or in a
campaign, or a new line.

The FIRST PRINCIPLE of layout is CIRCULATION:

o Circulation is created by arranging product so the supermarket can
control the traffic flow of the consumer. Along this path there will be
high-draw, high-impulse items that will influence the consumer to
purchase which he or she did not intend to.
Service areas such as rest rooms are placed in a location which
draws the consumer past certain products to create extra buys.
Necessity items such as bread, milk are found at the rear of the
store to increase the start of circulation.
Cashiers desks are placed in a position to promote circulation
and produce is located near the entrance of the supermarket to
create a fresh and healthy image.
The entrance will be on the right hand side because research
has shown that consumers who travel in a clockwise direction
spend more.

The SECOND PRINCIPLE of layout is COORDINATION.

o Coordination is the organized arrangement of product that promotes
sales. Products such as fast-selling and slow-selling lines are placed in
strategic positions in aid of the overall sales plan.
 The THIRD PRINCIPLE is CONSUMER CONVENIENCE.
o The layout of a supermarket is designed to create a high degree of
convenience to the consumer to make the shopping experience
pleasant. This is done through the character of merchandising and
product placement. There are many different ideas and theories in
relation to layout and how product layout can influence the purchases
made.
One theory suggests that certain products are placed together or
near one another that are of a similar or complementary nature
to increase the average customer spend.
Supermarket marketers use this theory to their advantage
by placing their temporary displays of products on the right
hand side to entice you to make an un-planned purchase.
Furthermore aisle ends are extremely popular with product
manufacturers, who pay top dollar to have their products
located there. These isle ends are used as major draw
cards to lure customers into making a snap purchase and
to also entice them to shop down the aisle.
The most obvious place supermarket layout has an impact
on consumers is at the checkout. Small displays of
chocolates, magazines and drinks are located at each
checkout to tempt shoppers while they wait to be served.
Other effective but simple store layout techniques include
the milk and bread located at the rear of the store, forcing
shoppers to walk through the aisles and hopefully purchase
another product.
Additionally fruit and vegetables are placed at the front of
the store to give the supermarket a fresh and healthy
image.

TYPICAL SUPERMARKET MERCHANDISE

Larger supermarkets typically sell a great number of items among many brands,
sizes and varieties, including:

Alcoholic beverages (as state/provincial and/or local laws allow)

Baby foods and baby-care products such as disposable diapers

Breads and bakery products (many stores may have a bakery on site that
offers specialty and dessert items)

Books, newspapers, and magazines, including supermarket tabloids

 Bulk dried foods such as legumes, flour, rice, etc. (typically available for self-
service)

Canned goods and dried cereals

CDs, Audio cassettes, DVDs, and videos (including video rentals)

Cigarettes and other tobacco products

Confections and candies

Cosmetics

Dairy products and eggs

Delicatessen foods (ready-to-eat)

Diet foods

Electrical products such as light bulbs, extension cords, etc.

Feminine hygiene products

Financial services and products such as mortgages, credit cards, savings

accounts, wire transfers, etc. (typically offered in-store by a partnering bank
or other financial institution)

Flowers

Frozen foods and crushed ice

Fresh produce, fruits and vegetables

Greeting cards

House-cleaning products

House wares, Dishware and cooking utensils, etc. (typically limited)

Laundry products such as detergents, fabric softeners, etc.

Lottery tickets (where operational and legal)

 Luggage items (typically limited)

Meats, fish and seafoods (some stores may offer live fish and seafood items
from aquarium tanks)

Medicines and first aid items (primarily over-the-counter drugs, although

many supermarkets also have an on-site pharmacy)

Nonalcoholic beverages such as soft drinks, juices, bottled water, etc. (some
stores may have a juice bar that prepares ready-to-drink freshly squeezed
juices, smoothies, etc.)

Personal hygiene and grooming products

Pet foods and products

Seasonal items and decorations

Snack foods

Tea and Coffee (some stores may have a commercial-style grinder, typically
available for self-service, and/or a staffed coffee bar that prepares ready-to-
drink coffee and tea beverages)

Toys and novelties

PLANNING CONSIDERATIONS:
About 50% of the supermarket total equipment and fixture investments are
refrigeration equipment intended for meat, diary produce, frozen food,
delicatessen and the storage coolers necessary for each department

The remaining 50% is for grocery items. Half of w/c can be non-food items
such as; house ware, soft goods, glass ware, health and beauty aids.

Deliveries are made at the back. Preparation and storage are located at the
rear of the building, making the selling space more or less square.

Column location should be kept out of the shopping aisles, providing 2.00
meters aisles between 1.20 meters wide shelving islands.
 Refrigerated fixtures should be placed near their associated workroom and
storage cooler.

RELATED LITERATURE
TYPICAL SMITH & BENNETT SUPERMARKET LAYOUT