You're doing your supermarket shop wrong! Experts reveal why you should NEVER buy items at eye-level

Daily Mail​

3 days ago

It's a weekly chore that many people dread.
And now it turns out you've probably been doing your supermarket shop wrong.
Experts from Which? have revealed why you should never buy items at eye-level.
While these items might look tempting, they're probably a lot more expensive than products stored at less accessible heights.
If you really want to bag a bargain, it's best to cast your eyes downwards, according to Which?.
'The most expensive brands are often at eye level, while cheaper products tend to be on the bottom shelves,' the consumer champion explained.
'For example, PG Tips (£2.98 for an 80-pack) commandeered the top three shelves in Asda's tea aisle, while its own-label tea bags sat on the bottom shelves (£2 for an 80-pack).
'And branded doesn't necessarily mean better – Asda's Everyday Tea Bags beat the big-name brands' tea bags in our blind taste test.'
Supermarkets use a range of sneaky tactics to try to force shoppers to part with their cash.
One of the most manipulative measures is the strategic arrangement of items on supermarket shelves - also known as the 'planogram'.
'A planogram is defined as a 'diagram or model that indicates the placement of retail products on shelves in order to maximise sales',' explained Professor Graham Kendall, Professor of Operations Research at the University of Nottingham in an article for The Conversation.
One phrase commonly used within planograms is 'eye level is buy level', according to Professor Kendall.
'Products positioned at eye level are likely to sell better,' he explained.
'You may find that the more expensive options are at eye level or just below, while the store's own brands are placed higher or lower on the shelves.
'Next time you are in a supermarket, just keep note of how many times you need to bend down, or stretch, to reach something you need. You might be surprised.'
Beyond the planogram, the location of items in an aisle is also important.
'There is a school of thought that goods placed at the start of an aisle do not sell as well,' Professor Kendall added.
'A customer needs time to adjust to being in the aisle, so it takes a little time before they can decide what to buy.'
If you want to avoid getting suckered in by these tactics, the best thing to do is write a shopping list and stick to it, according to Which?.
'Supermarkets use other tactics to encourage us to spend more, too, such as stocking essential items such as milk and eggs at the back of the store and far away from each other,' the consumer champion added.
'Then they stop us in our tracks with brightly coloured signs, end-of-aisle displays and eye-catching special and seasonal offers.
'Avoid being sucked in by writing a shopping list and sticking to it.'