Whole Foods: They Have You at the Front Door.
By gigabiting on January 28, 2013
They've got you the minute you cross the Whole Foods threshold.
That whooshing sound you hear is not the gentle glide of the automatic doors. It's the sound of reason and willpower flying out of your head.
You're immediately sucked into a sensory-rich shopping experience. It's a high-quality, all-natural supermarket Shangri-La, and every element is designed to influence your subconscious mind. The first impressions prime you for the kind of shopping that earned the stores their Whole Paycheck reputation.
Go get your shopping cart.
It's not your imagination; it really is bigger than last time. Whole Foods has repeatedly enlarged its carts and baskets, nearly doubling their size since 2010.
There are the café tables.
It would probably be more comfortable for in-store diners if the tables were in a quieter, less-exposed location toward the back, but of course this way you get to see them. And doesn't it all look tasty?
Freshness comes first.
Conventional grocers stack promotional goods just inside the front door— 12-packs of soda and pyramids of half-priced canned pineapple rings. Produce is always the first merchandise you see at Whole Foods.
And it's not just about aesthetics. Produce departments use Pantone color matching—just like the color selector cards in a paint store—so that fruit can be displayed at the exact shade that suggests the ideal ripening, freshness, and wholesomeness. Bananas, for example, should be Pantone color 12-0752; a somewhat muted shade known as Buttercup.
Like it just fell off the turnip truck.
The supermarket's farm stand aesthetic tells its own tale of freshness. Produce signs appear to be hand-written on chalkboards as if the prices change with the weather. The tomatoes are still in wooden boxes suggesting that a local farmer pulled out back with his flatbed truck and hauled the crates straight to the selling floor. Look closely and you'll see that signage lettering is painted on with a chalk look-alike and and the faux fruit crates and other displays are factory-made. After all, those tomatoes were shipped in days ago and prices are mostly set at Whole Foods' corporate offices.
It's all about messaging.
Plenty of stores stores try, but few succeed like Whole Foods. The gleaming fruits and fish, the grainy breads and artisan cheeses project freshness, quality, and wholesome abundance; the organic pedigrees and rustic fixtures contain environmental and nutritional pieties. The totality of the shopping experience envelops you the moment you step inside, and by the time you reach the register, you're gladly handing over your whole paycheck.
Gigabiting: where food meets culture and technology.