Woolworths Shelf Ergonomics

Added: 2026-05-26

[00:00:00]They call this section [music] the bull's eye section. 60% of all the product sales are in the middle of the aisle where like you your king [music] products are that get the best sales basically. So this is what we call the end cap mirage. The end of the aisles they'll have all these big sort of yellow special signs. That's where the deals are. Kind of like a cognitive hack into our brain get a special as we turn around to the [music] aisles. So as we leave one aisle we go into another aisle. We're visually just looking we're isolated at the specials. This is obviously a standard shelf that you'll see Woolies. The eye level is effectively the buy level and the eye level is usually 1.2 meters, right? So 1.2 meters that's your eye level right up to 1.5 which is about there. That 15 degrees is where 30% of the margins are [music] made, right? Like the profitable margins on any product. So these products here in this eye level they sell 35% better than all the rest of the products like on the shelf and that's why they put the most profitable and high margin products in this section.

[00:00:57]And also the Woolies has the all their big brand partners like their big brand partnerships they're always placed on the eye level. They can maximize their relationships obviously. The bottom level is like the budget stuff. You have to actually bend down it's a bit cheaper obviously but that effort to bend down and look down and grab something that's still energy it's still effort and it's less likely to be purchased. Okay, now you'll find that the cereal section is a little bit different because cereal you don't have like one brand here one brand here. It's like a brand goes all the way down from top to bottom. And the reason why they do that is because they're trying to target adults at the eye level but also kids. So if you can imagine kids are walking alongside they see the sugary items. They obviously try and get that reaction.