For customers, the combination of supermarket and bakery is extremely practical because it avoids additional journeys. But there is also a strategy behind this combination, as an advertising psychologist explains the background for the frequent combination of supermarkets with bakeries.
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Bakery as a psychological strategy
The Stuttgart advertising psychologist Franz Liebel explains in an interview with Business Insider:
The trick behind it is simple: bakeries in the so-called pre-checkout area spread the smell of fresh food.
He goes on to explain:
This reduces the customers' inner barrier to buy only what is necessary. Those who shop with a hungry stomach sometimes buy twice as much as usual.
Customers shop longer and get more
The bakery should therefore positively influence the customers' buying behaviour so that they buy more. The customers are not only motivated to buy baked goods, but also all kinds of other food.
The bakery in the entrance area should also slow down the customers' walking pace. This is to be maintained during the purchase, which also creates more time for a more extensive purchase.
This article was translated from Gentside DE.
Sources used:
-Business Insider: Warum es im Supermarkt (fast) immer einen Bäcker im Eingangsbereich gibt
