June 18, 12014 Article

The Old Coot fights back.

By Merlin Lessler

It’s been going on for fifty years! It’s time for a new game plan. We’ve all suffered with it. You rush into a big-chain grocery store for milk & bread on your way home from work.  Where’s the milk? The farthest corner of the store! Where’s the bread? As far from the milk as you can get! Some “brilliant” marketing genius (I need to tread lightly here – I was one of these guys once, but I got treatment) came up with this bread-milk placement plan. It forces shoppers through the aisles when they’re on a milk & bread run, to entice them to pick up other items on impulse. A money based strategy, not a customer service strategy.

And, it works, a little, but it also irritates us. It’s been going on so long we just take it for granted and put on our running shoes when we go on a milk & bread run. Is it merchant bullying? Feels that way to me! Big-chain grocery stores aren’t the only ones that do it; how about running into a big-chain pharmacy to pick up a prescription? You have to go to the very back of the pharmacy, past the chips, the cereal boxes, the ice-cream cooler, the office supplies, the garden shop to get your medicine. (And, then get in line behind the “fence” to comply with the privacy regulations.) Where are the cigarettes? Right up front! Ten feet from the door!

But it should be no surprise that grocery stores and pharmacies employ the same tactics. They are basically one entity. Eventually, they both will sell everything, bringing American merchandising full circle, back to the old general store. Except, for the warm glow of a pot bellied stove with a cluster of old coots like me sitting around it in winter or out in front sitting on empty crates in summer, next to the fruit and vegetable rack. Milk wasn’t in the back of the store in those days; it was waiting for you on your front porch when you came down for breakfast. (Placed there by the milkman.)

How do we stop this? It’s possible, if we pull together. The next time you go on a milk & bread run, go to the bread rack first and pick up an extra loaf. Put it next to the milk cooler. A customer going to the milk corner first, can avoid a trip to the opposite side of the store. It’s a form of “paying it forward.” Every other customer will benefit. Eventually, the marketing people will get the message and set up the store to serve the customers, not the stockholders.