The Milk Theory in Simple Logistic and The Reasons Why Milk is Usually Kept at The Store's Back

Is milk being stored in the back of the store a result of a conspiracy or simple logistics? The common belief about milk being stored in the farthest point from the entrance is that it forces customers to walk through the rest of the store to get to the milk section. Impulsive purchases is the primary reasoning for this theory. Despite this common belief, the more likely reason milk is stored in the back of the store is due to simple logistics.

The milk theory stands up to reasoning as it is certainly true that you are more likely to make additional purchases if you are forced to walk past the various aisles of the store to get to the milk section. Supermarkets use various methods to encourage spending. The type of music they play is generally of those with low beats per minute, as it is believed that more slow and depressing sounding music makes you more likely to make more purchases. The same way you might binge eat ice cream when you are feeling down. Stores place higher profit products at eye level and deliberately place kid-friendly items at lower racks at eye level of children. The milk being placed in the back of the store to force you to walk through the rest of the store seems like something a store would do to increase sales.

While the milk theory makes a lot of sense and is in line with various methods stores use to increase spending, the far more likely reason the milk is in the back of the store is simple logistics. Store merchandise comes through the back loading area which is generally located in the backside of the store. Large delivery trucks crowding the front of the store and deliveries coming through the front of the store is a significant inconvenience to customers. Additionally, storage areas are also located in the rear of the store. Where do you ever see space for merchandise storage anywhere in the front of the store?

The refrigerated storage area is located in the back of the store where it is convenient for the milk delivery man to simply come through the back loading area and straight to refrigerated storage. The most important aspect of this is that milk is a perishable product. As the temperature of the milk drops, the shelf life of the milk drops. That means less time for the milk to be sold and a likely drop in revenue for the store. In the summer months, the time it takes for the milk to reach refrigerated storage could be significant.

It is reasonable to believe the milk in the back of the store theory. Is makes plenty of sense, but the truth likely lies in the simple layout of stores. The loading dock and refrigerated storage is generally located in the back of the store. The quick and easy access to refrigerated storage is the far more likely reason why the milk section is in the back of the store.