Here’s something that will make most women laugh. I recently read a quote from a grocery store executive who honestly believes that women socialize in his stores. Wow. This is ranks second in the “You really need to get out more” factor only to that infamous “discovery” of the first President Bush (or was it Dan Quayle?) about “new-fangled” electronic scanners at the checkout.
When was the last time you schlepped the kids to the grocery store with a list as long as your arm only to spend five minutes catching up on the neighborhood gossip next to the nectarines?
In fact, researchers at the University of Pennsylvania’s Wharton School of Business (http://knowledge.wharton.upenn.edu/) found that shoppers rarely even ventured down the entire length of a grocery store aisle. Instead, today’s time-starved consumers dip into aisles, grab their item and head for the next aisle. Uh, yeah.
I once met a woman, a very famous photographer known for her absolute sense of perfection in the darkroom, and noticed her grocery list on the fridge. It was a four page typed list with highlighted items. When I queried her about it, she said it was in the order of the aisles at the grocery store so she could dash in and out as quickly as possible. Clearly, no time for socializing here.
This particular grocery store executive could learn a thing or two from grocery delivery services like Peapod (www.peapod.com) and even local grocery stores who offer online shopping and pick-up services. Some of today’s women don’t even have time to go into the front doors these days, buddy.
When’s the last time you ventured into your store and watched how consumers really shop?