Case psychology: There's nothing random about how seafood is placed on display

摘要

Every seafood retailer knows sourcing the freshest seafood available is not enough. Knowing the science and consumer research behind fresh seafood merchandising is what helps some markets excel. Take Santa Monica Seafood of Santa Monica, Calif., a longtime wholesaler that also operates two stores with cafes. Its Costa Mesa, Calif, store features a custom seafood case that is a continuous 64 feet. "When you come through the front door, you kind of get hit with that 'wow factor,'" says Bob Vogel, the company's director of retail operations. "The lighting is very extravagant — each bulb costs $45 — and produces a crisp, clean light."