A study by Italy's National Consumer Association (UNC) has revealed that Italian consumers would like to see supermarkets laid out differently to facilitate easier shopping.
According to the research, Italian shoppers would to be able to pick up mineral water first when shopping, to prevent it from crushing others products, followed by canned goods, fresh products (cheese, fruit & vegetables) and frozen items, the later of which should be the closest to the checkout tills.
One of the things that angers consumers the most, the study found, are frequent changes in the placement of products, disorienting them and forcing them to wander aimlessly through the aisles.
Italian shoppers would like to see more information on origin of the products, sustainability and after-sales guarantees. In addition, they want more channels to interact with the store, including via apps and social networks.
Italian consumers are also generally in favour of banning the sale of sweets at the checkout tills, in order not to encourage impulse purchases by children.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
