Ideal Supermarket Definitions

At the ideal supermarket they know you.

At least three employees should recognize you at your regular supermarket.

When you are known in your supermarket you will feel more comfortable and more in control. The average shopper is a bit overwhelmed by the 25,000+ products that bombard you -- all wanting to be bought. Remember you are spending an average of a little more than $5,000 a year in your supermarket. You deserve to be treated as such.

At the ideal supermarket they answer your questions.

Get to know your store's managers. When you know the individual department managers in the store, there are many tangible benefits. Many department managers receive recipes, samples and coupons to share with customers -- but too often there is not a sufficient quantity to distribute to all shoppers, therefore they wind up in a back room storage area or office. Knowing these managers will present the opportunity to receive these, as well as establishing a relationship to ask individual questions about products, recipes, delivery days and requesting special orders.

Department managers have usually grown up in the business and are as "hands on" as you can get. They are typically responsible for ordering, stocking and are up-to-the-minute on new products for their department. Produce, deli and meat managers are especially helpful in answering your questions on nutritional information, cooking preparations and product knowledge.

At the ideal supermarket they have plenty of checkout lanes.

Look for a store that has at least eight regular and two express checkout lanes, five regular and two express should be open during your regular shopping time.

Many supermarkets now promise that you never have to wait behind more than three other shoppers at the checkout, and for good reason! It's the checkout that creates the most anxiety and bad will with shoppers. Often we just go for the shortest line, but that's only one element. Before you choose a checkout line, check out the cashier. Make eye contact. Are they quick and alert, or sluggish and talkative? Is there a bagger to help? Choosing your checkout line carefully can make all the difference.

At the ideal supermarket they help load your car.

Practically every supermarket today offers as a free service helping you to your car with your groceries. This is especially helpful if you are a parent shopping with your kids, a senior, or physically impaired. Don't be shy, ask for help!

At the ideal supermarket they offer rain checks.

By law, advertised sales on products must be available in the store or the store must give you a rain check on that item at the sale price (unless the advertisement stated clearly that there were limited quantities). Remember, you have a responsibility as a shopper not to be lazy! If the item is sold out by the time you get to the store, ask the courtesy counter for a rain check -- it will only take a couple of minutes to save your hard-earned cash.

At the ideal supermarket you can order by fax or phone.

Technology is changing the supermarket very quickly. Today most stores will accept faxed orders and have your order ready for you to pick up at the time you designate. Some even deliver. Most will ask for a credit card with your order. Many stores now have websites. Check with your individual store about any charges (most don't charge extra), lead time and delivery services. But watch out -- the fees vary from store to store. Don't assume there is no cost -- ask!

At the ideal supermarket you can pay any way you want.

Most supermarkets now accept Visa, MasterCard, ATM cards and some even take American Express. It's faster and easier than writing a check, and if you have a credit card that offers airline mileage or auto rebates you could really rack up the savings. Using a credit card is great when the store has a special on products that you regularly use and want to stock up on. Keep in mind, though, that unless you pay off your credit-card balance each month, you could be adding a considerable cost to your groceries.

At the ideal supermarket you're rewarded for loyalty.

Preferred shopper programs are the rage in "supermarketing." Some are well-thought-out and highly sophisticated programs that offer you instant in-store savings, point accumulation for groceries, gifts or mileage and even newsletters. Keep in mind that the more sophisticated the program, usually the more personal information is required about your lifestyle and eating habits. Read the fine print to find out whether the store respects your privacy or is selling your information to others.

At the ideal supermarket you get free stuff.

A store that offers samples, recipes, nutritional tours and even cooking classes is one that truly wants to serve you and keep you happy as a customer. Samplings are a great way to add excitement to the store and introduce you to new products. These types of features usually depict a store that is more enjoyable -- maybe even fun -- to shop.

At the ideal supermarket the shelves are full.

Advertising sale items is a powerful draw to the store, and it's also the quickest way to annoy shoppers, if the products are sold out. By law, if it's advertised, it has to be there. If not, you should get a rain check, unless the ad specified "limited quantity." Read the ad carefully, and if it's a product at a price you can't ignore, rearrange your schedule and get there early. But a word to the wise: be a smart shopper and check prices against your last week's receipt. Just because it's in an ad doesn't mean it's on sale. Check the numbers.

If you are constantly finding that your store is out-of-stock on items that you buy, there's a problem. First, talk to the store manager and find out their situation. It could be that deliveries are made on Tuesdays, and you don't get to the store until the following Monday. Find out their delivery schedule -- department by department. If you can't shop right after they stock, ask if the store will hold certain items for you until you do come in. If none of these work, it's time to find a different store that will serve your needs.

At the ideal supermarket they have regular sales.

Most supermarkets run weekly sales. The major brands all jockey for position and try to be featured in these sales. For example, Coke and Pepsi are usually featured in alternate weeks. The result? You should never buy your favorite cola at full price. Same with breakfast cereals and coffee. With a little planning, you can always buy it on sale. Check out the store's circular before you go shopping. Use it to make your list. Also ask the store manager if you can have the circular mailed to you at home. Some stores only distribute their circulars through the newspaper. You want to make sure you get your copy.

At the ideal supermarket they have store brands.

Store brands are one of the best -- and most under-used -- benefits of a supermarket. Today their quality is comparable to the leading brands with few exceptions. Comparing a full week's grocery list, typically you can buy store brands for about 60 percent of the items on your list. On average, you can save 20 percent, but in some cases you can save even more. These store-brand products get you the best value (price and quality): breakfast cereals, jams/jellies, cookies/crackers, paper goods, pasta and sauces, cheese and dairy products.

Supermarkets today have three quality levels of store brands. Generics, usually black-and-white labels, are lower quality at cheap prices. Store brands are formulated to match the No. 1 selling item at a price about 20 percent less. Premium store brands (President's Choice, Master Choice, etc.) offer gourmet quality at 30 percent less than gourmet brands and a bit more than the leading national brand.

Store brands were first created during the depression as a cost-saving, lower-quality alternative. Today, it's nothing like that! Unfortunately, most shoppers still think of store brands as foods for people that can't afford the real thing. Don't let these false thoughts -- or snobbery -- prevent you from one of the best buys of your supermarket. Most carry a quality guarantee. Do your own taste tests. Don't like it? Bring it back to the store for a full refund.