INFORMED SHOPPER II – IN THE MARKET
O.K. you’ve draw-up the week’s menu, written the list, calculated the ballpark total cost, and now you’re ready to go to market. Don’t forget to take the flyer. It’s smart to have it if any questions arise about availability, pricing or location of an item when inquiring at the Courtesy Counter—and don’t hesitate to inquire. That’s what they’re there for.
As I’m sure you’re aware, the layout of food markets, large and small, is calculated to promote sales. Prominently displayed produce is the first thing encountered for good reasons. It’s cheerful and inviting, whets the appetite by conjuring images of meals and most importantly, subtly conveys the idea that the store sells only the best and freshest merchandise. Moreover, this “lure” is usually located to the right of the entrance because studies show that people tend to spend more when shopping in a counter-clockwise direction. In fact, often markets place racks and displays strategically to make it difficult to go left to head into the store.
Likewise, the bakery, deli and sections offering prepared, especially “take-out’ foods are located toward the rear of the store. The aroma of cooking wafts through the store drawn to the front by the opening of the doors. It’s no accident that the meat counter is generally the next one either. By now the customer is enticed, hungry and ready to make the more costly purchases to fulfill conjured cravings. Then comes the dairy section supplying the trimmings to create the by now anticipated meal.
Shelf counters and frozen food units occupy the center section of markets and here too, there’s a deliberate plan. Complimentary products are placed in proximity; pasta is next to sauces, the whipped toppings are near the frozen pastries and ice cream. The “gondolas” and special cases at the end of the aisles showcase featured items. They act as a “hey buy me too”
The informed shopper is aware of all these enticements, as well as the deliberate atmosphere created by the décor, color scheme, lighting, even the “wooden” flooring in the produce section. Nowadays, we’re so used to being manipulated by merchandizing schemes that we accept them and go along, especially if there are incentives and “perks” attached.
Being focused on a detailed shopping list is a great shield against temptations, so is scheduling time for marketing. Your attitude is that you’re there to get a task finished, not to sightsee. Ignoring the marketing traps becomes a habit. The efficiency of this approach makes a difference in the outcome of the trip by saving time, money and stress.
Just a note to clarify some things here; Yes, I do make one shopping trip per week, but I also have a second list, just as detailed, for breakfasts, lunches, snacks and household supplies. Before going to the store, I incorporate the two, separating the items into the designated categories. I like to buy the products for the home first, because they’re non-perishable.
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Next, I head for the shelf and temperature stable products; bakery, boxed and jarred items, mixes. Then it’s the produce department. I love fresh produce and really have to put on binders to resist temptation here but again, the list is a help. It tells me what I want and the amounts as determined by studying the flyers. This is the second department where quality and size of package may play a part and choices may arise. Also, if you’re into organics, for instance, know the important products, and keep up with the weekly “Dirty Dozen” list, you might be able to opt for regular produce items.
Then, I get the refrigerated things from the dairy counters and finally pick up what I need from the frozen foods. This sequence works well for me. The cold things have a better chance of staying in safe temperature range if they’re put in the cart last..
Having frozen or perishable items in the car is a great incentive for heading straight home, especially in warm weather. Carrying it a step further, since I select my meat/fish items first, I usually ask the Monger to hold any seafood I buy on ice until I’m ready to leave the store. Knowing there’s fish in the trunk is a marvelous way to nip any notions of stopping enroute to your refrigerator in the bud.
As I said, this is my personal approach to shopping in a food market, but the general principle is sound. It’s easier to resist the marketing “lures” of a food store, if you buck the system from the start by carving your own path, especially for someone new to this plan. Focus on the list, and don’t dawdle or browse. Set a time frame for the trip and try to stay within it. Most importantly, give yourself a reward, in fact promise it before you go, be it a sweet when you get home, relaxing with a glass of wine before dinner, or a bubble bath after. Make sure you know you did a good job. It will make the next trip to market something to look forward to.
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