A store that doesn’t follow much of Malcolm Gladwell teaching in “The Science of Shopping” is Fry’s Food & Drug grocery store. The store researched in this essay is located at 2700 W Baseline Rd in Tempe, AZ. They sell food, alcohol, bathing needs, and they have a pharmacy. The floors are clean, the place doesn’t smell bad, and it’s brightly lit. But the problem is the store is lacking in many ways that Gladwell said is a must. The reason for the customers that go there are unique even with the service is not always so friendly.
Fry’s Food does get a lot wrong but the things it getting right is done in some interesting ways. Paco Underhill, a “retail anthropologist” who was talked about in Gladwell essay, talks about the decompression zone. It is a zone which people slowdown from walking speed to shopping speed.(Gladwell 98) This spot is normally right where a person would enter the store but an interesting thing I notice was at Fry’s that transaction normally happened outside the store. This happens because almost all people who go shopping grab a shopping cart but the shopping carts are all outside. This forces people to slow down before entering the store to grab one, I saw this happen with nine out of ten people who needed to grab carts. Because of this the entrance to the store can hold more items of greater value and post signs of special sales or events. There is a problem with people who don’t grab carts but those people already know they only want to buy one or two things for their hands. The other thing they did right was placing expensive items at eye level and having temptation objects by the register. Fry’s does this things great but in some of the other areas they are lacking. Fry’s could potentially make more sales if they followed more rules on store placement and organization. Some of the more simple things that Phil Lempert, sometimes known as the shopping guru, talks about is lighting in a store, smell and music. Fry’s has none of these things. Lempert discusses that having dim lighting slows people time making them stay in the store longer, having the smell of food in the air making people buy more food, and that music calms and slows shoppers. Fry’s is really bright with no smell and rarely plays music even though they have speakers for it. Back on the topic of Paco Underhill discuss on shops is that we walk as we drive staying on the right and turn to the right while when you walk in everything people need is on the left. (Gladwell 101) Some people that didn’t understand the stores layout turned to the right of the store before stopping and turning left to get what they needed. Other problems are the fact that they have no greeters and some rude employees.
Some of the people who shop at Fry’s gave a lot of the same answer when asked questions about why they shop here. A common answer was “Because the store is close to my house.” But the other one given was often was “Because I get a good deal because of my Fry’s Card”. Comparing the prices of the same food items brought at Fry’s to what them would cost at Walmart. Walmart is seen to be cheaper. The main reason that people go to Fry’s is because it’s nearby a lot of people and the Fry’s membership card looks appealing because everywhere in that store, on almost every item is a cheaper price if you join the membership.
Fry’s may not be the perfect grocery store but the things it does right is done great and the wrong things are not that bad. From fooling people with prices to not playing music, Fry’s is store that is doing well.