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What site owners can learn from supermarkets .

The author

Honor Baldry

Account Director

Supermarkets have been refining the process of getting the most out of their customers for decades. So, it’s no wonder that a short walk around your local Tesco or Asda can teach you a few tricks about customer experience and maximizing average order value.

Supermarkets have been refining the process of getting the most out of their customers for decades. So, it’s no wonder that a short walk around your local Tesco or Asda can teach you a few tricks about customer experience and maximizing average order value.

Does it smell like shopping?

Not only do supermarkets put fresh fruit and veg at the front of the store, some also pump out fresh fruit-like fragrance to get shoppers in the mood for food-buying. While getting websites to smell like the thing they’re selling hasn’t quite been invented, it’s important that your site ‘smells’  like its subject matter through appropriate imagery and design.

Put the milk at the back

Supermarkets know you need milk so they put it towards the back, making you walk past all their tantalizing offers in the process. While you don’t want to actively hide the product your customers are looking for, not putting it front and centre will give you more of an opportunity to push those products which maybe aren’t as popular and may offer greater margins.

Make sure everything’s in the right place

Next time you’re in the supermarket, take a look up at the main aisle labels. If you were to sort everything in your website into similar aisle labels, what would they be? Do they match your current navigation? If the two differ, you may want to look at resorting your site.

Clever placement

Supermarkets are great at putting stock they need to get rid of at the end of aisles. They know they get more footfall and will shift quicker. Take a look at your high traffic pages (these are your aisle ends), and think about the kind of products and services you need to feature on them.

Every Little Helps

If you’ve ever picked up a chocolate bar or magazine at a supermarket checkout, you’ll know that it’s almost never too late to boost the value of a shopper. While keeping your checkout process streamlined is the most important factor online, if there is the opportunity for a small upsell, grab it!  

So, if you’re a digital marketer, take a look around you next time you’re doing your weekly shop, there might be a few tricks you can pick up, and if there are, post them in the comments below.