These marketing tricks make you splurge on what you weren’t going to buy. Here is How Supermarkets Cheat us?
1. Arousal of Appetite (Supermarkets Cheat)
The senses are the most active allies of marketers. How many times have they repeated to the world: “Do not go to the shops hungry!”, Because the more you want to eat, the more unnecessary you buy. But even if you are not hungry, there are many ways to get your appetite at supermarkets in stock.
For example, the smell of fresh pastries has proven itself. It seduces the buyer to spend a larger amount. The correctly set backlight works well: the products on the display window look festive bright, juicy and exciting.
But one of the most powerful ways to cause salivation and the accompanying desire to urgently buy something to chew is free tasting samples. Firstly, they smell, attract and you want to buy them. Secondly, having treated for free, you begin to feel obligated to thank the store. If you didn’t get this sausage at the tasting, you would not even remember about it. And now you have it in your basket. And, of course, on the check.
2. Hypnosis by Music (Supermarkets Cheat)
Peppy music in the supermarket turns your attention to the maximum. Melodies at a fast pace are launched where it is important to increase the number of sales. A study conducted by the American Marketing Association proves that energetic music provokes buyers to spontaneous purchases.
Slow music, on the other hand, is also a trick. Stores specifically select songs with a rhythm that is much slower than the average heart rate. This makes people stay longer on the shelves, spend more time on the trading floor and, as a result, buy more. Moreover, almost 30% more – this is, in particular, assured by the American marketing consultant and author of the book “Take out the brain! How marketers manipulate our minds and make us buy what they want. ”Martin Lindstrom.
To protect yourself from such an influence of music, go shopping with headphones.
3. Color Design (Supermarkets Cheat)
People are “drawn” into shops, the walls and entrance of which are painted in warm colors from the outside: red, orange, yellow. But inside, the color situation is changing: cold shades in the interior – blue and green – make buyers spend more. CNN, citing research published in the magazine Business Review, claims: in stores decorated in blue-green shades, customers save 15% more money than in those whose walls and shelves are painted in warm colors.
4. Discount Cards and Loyalty Programs (Supermarkets Cheat)
Do you think discount cards are designed to save you money? Admittedly, this is partly true. But not all. The store saves on holders of loyalty cards much more for a number of reasons.
Discount card ties you to a particular supermarket
Choosing between two absolutely identical stores, you will surely go to the one where you have a loyalty program.
The map is following you
That is, it gives the store information about your shopping habits. What price category do you prefer? How often do you buy dog food? Do you like chocolate or, say, sour-milk desserts?
If you have ever received individual offers such as “Buy chocolate for 300 rubles and get a 15% discount,” you understand what this is about. Of course, the offer seems to be beneficial. But it is beneficial primarily to the store, which promoted you to buy more sweets than you are used to.
Map provokes you to spend more
Many supermarkets accrue points for every dollar spent on their network. Later, these points can be converted into money by paying accumulated at the checkout. Profitable? On the one hand, yes. On the other hand, you do not notice how the store makes you spend more to accumulate more treasured charges.
5. Bait Products (Supermarkets Cheat)
“Buy 10 pieces for only 20 dollars!” – good old marketing ploy. Many pecks at such an offer, eventually buying more products than they need.
There are more subtle manipulations. The store offers some popular goods at a really good price. For example, meat in the season of barbecue or a large pack of well-known diapers. This is the bait.
Profitable goods are actively advertised to make customers look at a particular supermarket. But if you went into the trading room for meat or diapers, why not buy something else? It is on these related purchases that the store makes the cash register.
The profit that he loses on the bait pays off with the extra money that customers leave in the supermarket
6. Complementary Goods (Supermarkets Cheat)
You go to the store for a pack of your favorite crackers for your child. And nearby on the same rack, you find children’s chocolate and marshmallows. “Oh, how about the topic!” – you think and throw all three goods into the basket. So similar combinations work.
Some combo combinations are obvious, such as shampoo and conditioner. Some are thinner, such as disposable plastic plates and beautiful paper napkins. It seems to us that we decided to buy napkins ourselves. Your supposedly spontaneous purchase was predicted in advance.
7. Packaging in which products quickly deteriorate
Fresh bread is often sold in a paper bag. Handsomely? Fact. But not practical: the bread in such a package will quickly dry out, and you will have to go to the store again. This is also one of the marketing tricks. Therefore, after returning from the supermarket, try to repack the purchases so that they keep fresh as long as possible.
8. Products with added value (Supermarkets Cheat)
Supermarkets play with prices, raising to the eye level those products that you especially want to sell, and lowering inexpensive goods that are unprofitable for the store almost to the floor level. The effect of the “magic nine” is widespread, when a product with a price of 99 dollars seems to buyers a more profitable purchase than a product for 100 dollars.
Goods that explain to customers why they should be taken diverge well. For example, a product may be marked with the icon “Grown in our area, which means it will bring profit to our farmers.” Studies show buyers are willing to pay up to 25% more for similar products.
Another option is products with recipes that can be prepared from them. They seem more practical to customers, and therefore their sales are higher.
9. Reusable Branded Eco Bags (Supermarkets Cheat)
Reusable Eco-friendly bags instead of bags – a great marketing ploy! Firstly, they have branded: retail chains place their logos on them, turning customers into walking advertising. Secondly, they make customers imbued with confidence in the supermarket: “Well, then he cares about the environment!” And thirdly, they increase the amount of the average check.
Harvard Business School published a study proving that shoppers with branded Eco bags spend more. Imbued with concern for nature, they first give preference to more expensive natural and organic products, and then, already at the checkout, stock up on unhealthy products – as a reward for their virtue.
10. Checkout Counters (Supermarkets Cheat)
At the box office, marketers place expensive and not always necessary little things: chocolates, jelly candies in bright packaging, ice cream, wet wipes, disinfectant hand gels, condoms and so on. The calculation is made on the fact that you, tired of making decisions on the trading floor, at the checkout, relax and buy yourself (or a child who is no less tired than you) a reward. And it works.
The little things on the counters at the cash registers can be considered the store’s concern for the customer: you would probably forget that you need wet wipes, and here they are! But if you went back to the trading floor, you would have found similar napkins at a price one and a half times lower. It’s inconvenient to return, so you buy goods at an inflated price, once again becoming a supplier of the “Golden Fleece” for stores.