Walmart Canada Product Psychology: Interview with Lee Myers
In this episode of Cinch Academy, Shyan sits down with retail veteran Lee Myers to discuss the hidden psychology behind retail merchandising, product placement and consumer buying behaviour.
With more than 30 years of experience working in major retailers like Walmart Canada and Woolco, Lee shares insights into branding, impulse buying, packaging strategy and the growing importance of digital marketing in modern retail.
The conversation explores how stores influence consumer decisions through placement, pricing, scent marketing and online trends — and why brands today must balance both physical and digital retail experiences to succeed.
Main Takeaways:
Eye-level shelving and packaging design heavily influence purchasing decisions
Strong people skills and attitude remain essential in retail leadership
Successful products solve a clear customer need
Branding helps consumers connect emotionally with products
Product placement is often negotiated between vendors and retailers
Impulse buying is driven by psychology, scent and convenience
Small packaging changes can significantly impact sales
Viral online trends now shape retail demand faster than ever
Digital marketing and social media presence are essential for modern brands
Canadian consumers are increasingly supporting Canadian-made products
The Abridged Transcription (Listen for full content!)
Shyan: Welcome back to Cinch Academy. Thank you so much for joining us on this brisk December day. Today I’m joined by a special guest, Lee Myers. Lee comes from the retail world and has spent more than three decades working inside some of North America’s biggest retailers.
Today we’re talking about merchandising, branding, product storytelling and the importance of product placement. Welcome, Lee. Thanks for joining us.
Lee: Thanks for having me.
Shyan: Tell us a little about your career. What got you into retail?
Lee: It started back in 1990 with a part-time job at Woolco, which eventually became Walmart. I ended up spending 30 years there.
Shyan: What’s one lesson from your early career that still holds true today?
Lee: People skills. No matter where you work, good people skills are essential if you want to succeed.
Shyan: And when hiring employees, what do you look for?
Lee: Attitude. You can train skills, but attitude is what really matters. I look for people who are positive and ready to learn.
Shyan: When retailers evaluate a new product, what are the first things they look at?
Lee: First, it has to be something customers actually want. Then pricing becomes important. Beyond that, branding matters a lot because many customers shop by brand first.
Shyan: People really connect with brands that align with their values.
Lee: Exactly. Customers often choose brands that reflect what matters to them.
Shyan: Are retailers looking for innovation or reliability?
Lee: A mix of both. New and innovative products drive business growth, but reliability still matters. Customers are always looking for the newest and best thing.
Shyan: How do products earn premium shelf placement like end caps or eye-level displays?
Lee: A lot of that is negotiated between vendors and retailers. Companies may pay for premium placement to get a new product directly in front of customers.
Sometimes products are grouped by category or brand, while other times they’re placed strategically to encourage impulse purchases.
Shyan: Why are sugary cereals always placed lower on the shelves?
Lee: Because they’re positioned at a child’s eye level. The packaging, colours and cartoon characters are designed to appeal directly to kids. The healthier cereals are usually placed higher because the marketing focus is different.
Shyan: How much consumer behaviour is intentional versus psychological?
Lee: Most shoppers walk in with a list, but once they enter the store, impulse takes over. Good merchandising encourages additional purchases that customers didn’t originally plan to make.
Lee: Grocery stores are great examples of this. The smell of fresh bread, cookies or rotisserie chicken can instantly trigger impulse purchases.
Shyan: Disney does this, too. They funnel visitors through areas filled with popcorn and baked-good smells to create emotional connections and encourage spending.
Lee: Exactly. Smell is one of the strongest marketing tools retailers use.
Shyan: Can small packaging changes really impact sales?
Lee: Absolutely. Even adding the word “new” to packaging can significantly increase sales because customers are naturally drawn to new products.
Shyan: Why do retailers price products at $19.97 instead of $20?
Lee: Customers psychologically focus on the “19” rather than the “20,” even though the difference is only a few cents. Retailers also simplify pricing whenever possible.
For example, some stores now use flat pricing for products like chicken breasts rather than charging by varying weights because it makes decisions easier for shoppers.
Lee: One day, my wife asked me to buy any laundry detergent except Tide. I grabbed a yellow bottle thinking it was Sunlight detergent. Turns out it was actually Tide packaged in a yellow bottle and merchandised directly beside Sunlight.
Shyan: That should be illegal.
Lee: That’s merchandising strategy for you.
Lee: One of the biggest challenges in retail is predicting trends. A product like the Instant Pot can explode overnight, leading stores to order massive amounts of inventory. But once the trend fades, retailers can suddenly be stuck with pallets of unsold products.
Shyan: Social media and viral trends make that even harder now.
Lee: Exactly. Trends move much faster today because of platforms like TikTok.
Shyan: What’s something small businesses should understand before getting into major retailers?
Lee: Getting into a big-box retailer sounds exciting, but scaling too quickly can actually hurt a business. You suddenly need to handle massive production volumes and supply demands immediately. Steady growth is usually more sustainable than rapid expansion.
Shyan: If brands could improve one thing in 2026, what should it be?
Lee: Digital presence. Successful companies today need strong online visibility through social media, online shopping and digital marketing. Most customers now research products online before entering a store.
Shyan: Have you noticed differences between Canadian and American shoppers?
Lee: Absolutely. During my time working in the United States, “Made in America” branding was extremely important to consumers. Now we’re seeing a similar trend in Canada, where customers increasingly want to support Canadian-made products and brands that reflect Canadian values.
Shyan: What’s one final piece of advice you’d give marketers and product creators?
Lee: Build a strong online presence. Whether it’s TikTok, Facebook or e-commerce platforms, digital visibility is what drives modern growth. It only takes one viral moment to completely change a business.
Shyan: Thank you so much for joining us today, Lee.
Lee: Thanks for having me.
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