This one is from Derek's Vandalism of Words, a blog which I find quite entertaining.
I have this terrific marketing concept for supermarkets. One I have worked over in my head for months, and can now say assuredly that it is a guaranteed winner and sure to increase both turnover and profit.
The first notion of this idea came to me as I was in a supermarket going about my normal routine. That is, have a list, go directly to the items, gather them as quickly as possible and go directly to the checkout, pay and then leave. Other men were also shopping in this supermarket, with similar methods of attacking this dreaded chore. It was noticeable however, and I had made this observation many times, that women have a totally different approach to the same task.
They begin with selecting just the right trolley. Not just any one. But the one that will give them the ride, suspension and forward momentum they desire. They begin methodically at the first aisle, which is never the freezer or refrigerated aisle as they leave these until last so as to minimise thawing. They have a list but only refer to this for inspiration. Every item on the shelves comes under consideration. Picked up, labels read, compared, thought about and in most cases replaced on the shelf unpurchased. For a woman it is also mandatory, and I am sure great fun indeed to leave their trolley in a position to create maximum aisle blockage, and wander off in search of the perfect bottle of hair conditioner. If a man, on his direct and fast as possible approach is caught touching her trolley in an attempt to progress, she scowls at him and will ensure she does it again to him in the next aisle out of sheer spite.
After a few hours of ‘feeling, touching, reading and comparing’ ladies make their way to the checkout. Always, with split second timing, just ahead of a man in a hurry. She will unload her trolley with the utmost care and planning in precisely the right order as to ensure her precious goods end up in the opposite order in her shopping bags. After unloading her trolley completely and checking every price as it is scanned, she will then look at her list and excuse herself while she ‘pops’ off to collect a couple of items she missed. There are some that now announce that they have bought more than they had budgeted for and start a process of deciding which items can be un-scanned and removed from the total.
The man behind her stands patiently with a forced smile, and wishes someone had a better idea. Well, I have it.
All, and I make no exceptions here, all checkout operators should be young, intelligent and attractive women aged between seventeen and twenty five. And be suitably equipped to conduct their scanning and packing duties completely and utterly topless. Cashiers for express lanes for 8 items or less should be similarly qualified but work entirely nude.
You may laugh now, but as my rationale behind this marketing plan unfolds I am sure you will see the commercial advantages.
Firstly men will want to go shopping. Men will desperately want to go shopping. Women will be less enthusiastic, and eventually be so outnumbered they will start to believe it a male domain and desist. The saleable goods of the supermarket will of course move from shelf to sale much quicker under this scheme. Men will quickly select their goods and proceed to the checkouts as quickly as possible. Although each individual sale will be smaller in volume, sales will actually increase as men will make their purchase, drop it in his car and then return for the second bagful.
Less checkout staff will be required because now their will be no complaint about waiting in a long line to be served. As long as each male shopper can see a nubile pair of breasts he will happily wait all day to be served. As an added benefit, a great saving will be made on the very expensive capital outlay and maintenance costs of shopping trolleys as they will be little used and eventually could be phased out of operation, as men will be very happy to shop just for the few things needed, and return the next day for what they couldn’t carry in a hand held basket. The attraction of all nude express lanes will add to the incentive not to use shopping trolleys with a potential saving of thousands upon thousands of dollars.
Special promotions could be planned but I will leave this part of my plan under wraps, as I believe I could be doing myself out of a handsome consultancy fee if I freely part will all the information necessary to implementing this brilliant retail strategy.
An excerpt from An Uneducated View of Sex, Food and Politics.
by Derek Haines
--Read more coherent stuff from Aaron by visiting his main blog at Aaron's EnvironMental Corner - where the environment is looked at mentally. Or something like that. Or just Twitter: Tweet Me