Les Pourquoi - 07/04/26 à 8h50

This segment discusses why certain products are placed at eye level in supermarkets. The explanation centers on the concept of "mass of marge," which refers to the margin—the difference between the purchase price and the selling price—multiplied by the number of units sold. In the food industry, this margin typically ranges from 15% to 30%. Supermarkets strategically place products that are expected to sell the most, or those with the highest margins, at eye level to maximize their overall profit. The speaker uses an example of vodka, illustrating that it's more profitable to make a smaller margin of 1 euro on a product that sells a million bottles than to make a larger margin of 3 euros on a product that only sells a thousand bottles. The "mass of the market" is essentially the market size multiplied by the number of sales. Therefore, products positioned at eye level are those that contribute most significantly to this "mass," either through high sales volume or substantial profit margins per unit. The goal is to ensure that the total profit generated by a product is maximized by optimizing its placement and sales potential.