Supermarkets are designed to promote impulse buying by leading shoppers through a maze of aisles.
But something incredible has happened since the recession. Shoppers are going only to select aisles. And this is killing store margins.
UBS cites research from Kantar Retail:
Consumers are not going down most aisles at the frequency they used to. Today, the more common way to shop is to only go down select aisles. 50% of consumers shop this way, which is a 6% increase since 2008. Consumers are highly focused on specific sales and specific coupons when shopping conventional supermarkets. This strongly suggests consumers are cherry picking grocery stores.
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