Milk! Conveniently!

After the lecture on customer convenience I went shopping for some groceries in a Citymarket store. When I tried to find my way to the milk section, customer convenience seemed like a big joke! You have all probably heard that they always put the milk to the way back to the farthest corner of the store so that the customers have to walk through the whole store and maybe collect a few groceries on the way.

This made me think that the businesses may not always aim for customer convenience even when it would make sense for customer satisfaction or sustainability IF it comes with a price tag. Like the example on the lectures of those big shopping malls that are build in the middle of no-where. Creating customer convenience by locating the mall close to where people work and live would be just.too.expensive.

This choice architecture or nudging may come at a price of customer satisfaction IF it is detected and IF there’s another option for this. Many people for example prefer shopping in smaller stores so that they don’t have to waste time walking through the huge hall just to get a carton of milk. But also the smaller shops tend to have a similar architecture of “nudging” people to buy more stuff. Of course, the cool thing about choice architecture is that it can go pretty much undetected for the consumers. 

But is this such a problem after all? In my case, it’s just my time that they are wasting. And sustainability wise there are a lot worse things I could do with those extra minutes than walking and buying a few extra groceries. I took the metro to Citymarket, which is alright also. So in the end they only made me walk some extra minutes in their store. That’s alright Citymarket, I forgive you!

And here’s a picture of some people who are happy that they finally got to the milk shelf. And another picture of a guy who thinks we should never go to the milk shelf in the first place. 

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1 comment
  1. annasofiah said:

    My comment doesn’t actually continue on the exact same subject, but it has got to do with milk and convenience so I guess it fits under the same title… I was visiting Valio (the Finnish company producing milk and dairy products) and we had some really interesting conversations with my coursemates afterwards. It got me thinking about the wide range of dairy products: have dairy companies changed our thinking of convenience? We think that it is convenient to have a wide range of dairy products, from lactose-free to protein yogurt, but do we really need them all?

    A course mate of mine said that she had watched a documentary about dairy products, for example how raw milk would actually be suitable for people with lactose intolerance, but instead milk is processed through several different stages to lactore-free products. Wouldn’t it be more convenient, sustainable and cheaper for customers to have non-processed products? I guess so, but this apparently doesn’t go well with companies’ value making. It’s the same thing with the currently very popular protein yogurts and such: quark would be less processed, cheaper and actually containing more protein, but still many people prefer other choices. It seems that we’re once again facing the unsustainable businesses and evil marketing we have been talking about on the lectures.

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