How to cheat supermarkets: 10 above, which is worth knowing

Как нас обманывают супермаркеты: 10 уловок, о которых стоит знать

These tricks marketers make you to spend money on something that you were not going to buy.

This article can not only read but also listen. If you prefer, turn on a podcast.

1. The awakening of appetite

The senses are the active allies of marketers. How many times told the world: “do Not go to the shops hungry!”, after all, the more you want to eat, the more junk you have bought. But even if you’re not hungry at supermarkets to stock a range of ways to Wake up your appetite.

For example, has proven himself the smell of fresh baking: he entices the buyer to spend more. Works well the lights are correctly arranged: the products on display look festive bright, juicy and exciting.

But one of the most powerful ways to cause salivation and the concomitant desire to immediately buy something to eat for free tasting samples. First, it smells beckon and you want to buy them. Second, free having, you start to feel obligated to repay store. You don’t get this sausage at the tasting, you would never even remembered. And now you have it in the basket. And, of course, in check.

2. Hypnosis music

Heard in the supermarket cheerful music — turn on care to the maximum. Melodies in a fast paced start up where it is important to increase the number of sales. A study Using Background Music to Affect the Behavior of Supermarket Shoppers , conducted by the American marketing Association, proves energetic music provokes buyers to spontaneous purchases.

Unconsciously adjusting to the fast tempo, we put in the cart more expensive goods, and even in greater numbers.

On the other hand, slow music is also a trick. Stores specially selected composition with the rhythm, which is much slower than average heart rate. It makes people linger longer at the shelves, to spend more time on the trading floor and, consequently, buy more. With more almost 30% — so, in particular, says the American marketing consultant and author of the book “removal of the brain! How marketers manipulate our minds and force us to buy what they want,” Martin Lindstrom.

To protect yourself from such influence music, shop headphones.

3. The color scheme

People “addicted” to the stores, the walls and entrance of which external sides are painted in warm colors: red, orange, yellow. But inside color, the situation is changing: the cold colors in the interior — blue and green — forcing buyers to spend more. CNN, citing a study of How color affects your spending , published in the journal Business Review, States: shops, decorated in blue and green shades, the customers leave 15% more money than those whose walls and shelves are painted in warm colors.

4. Discount cards and loyalty programs

Do you think that discount cards are created for your economy? Admittedly, this is partly true. But not all. Store saves on the holders loyalty cards much more for a number of reasons.

Discount card ties you to a particular supermarket

Choosing between the two absolutely identical shops, you will surely go to one where you have a loyalty program.

Card is watching you

That is, it has to store information about your purchasing habits. Meat what price range do you prefer? How often buy dog food? Like chocolate or, say, dairy desserts?

Thanks to the card the supermarket knows your costs and gets the opportunity to influence them.

If you have ever received individual sentences like “Buy chocolate for 300 rubles and get a 15% discount”, you know what it’s about. Of course, the offer seems favorable. But it is advantageous first of all the store hyped you into buying more sweets than you are used to.

The map provokes you to spend more

A shopping points for every spent in the ruble. Later, these points can translate into money, paying accumulated at the checkout. Benefits? On the one hand, Yes. On the other hand you do not notice how the shop makes you spend more to gain more treasured charges.

5. Products-bait

“Buy 10 pieces for only 100 rubles!” good old marketing ploy. A peck on the proposal, in the end purchasing more products than they need.

There are more subtle manipulation. The store offers a popular product at a really good price. For example, the meat in the barbecue season or big pack diapers-known brands. This bait.

Profitable product aggressively marketed to get buyers to look at a particular supermarket. But if I came into a trading floor for meat or diapers, why not buy something else? These related purchases the store and cashier.

The benefit is that he loses the bait, paying off the additional money that customers leave in the supermarket.

6. Complementary products

You go to the store for a pack of your favorite crackers for your child. And next on the same shelf find children’s chocolate and marshmallows. “Oh, the topic!” — I think you throw all three items into the basket. This is how such combinations.

Some combo combinations are obvious, such as shampoo and conditioner. Some are more subtle, such as a disposable plastic plates and a beautiful paper napkin. We think wipes, we decided to buy their own. Actually your supposedly spontaneous purchase was predicted in advance.

If the hand reaches for the product that you a moment ago haven’t planned to buy, just ask yourself “what do I really need?”

Leinbach Reil, author of Retail 101 and co-founder of the American conference of independent retailers

7. The packaging in which the products are perishable

Fresh bread is often sold in a paper bag. Beautiful? Fact. But not practical: the bread in this package will quickly dry up, and you would have to go to the store. It is also one of the marketing gimmicks. So after returning from the supermarket, try to Repack the purchase so they preserve the freshness as long as possible.

8. Products with additional value

Supermarkets play with prices rising to eye level those products that I especially want to sell, and lowering almost to ground level unfavorable for shop cheap goods. Widespread effect of the “magic nine” when a product with a price of 199 rubles seems buyers more advantageous purchase than the product for 200 rubles.

Well apart products explaining to customers why they should get. For example, a product may be marked with a “Grown in our area, and thus bring profit to our farmers.” Research shows that Sales of Local Foods Reaches $12 Billion , for such goods buyers are willing to pay up to 25% more.

Another option is products with recipes that they can cook. They seem to be more practical buyers, and therefore their level of sales above.

9. Reusable branded ekosumki

Reusable eco-friendly shopping bags instead of packets — a brilliant marketing ploy! First, they branded: online trading place their logos, turning buyers into a walking advertisement. Secondly, they make customers feel trust towards the supermarket: “Well, he cares about the environment!” And third, they increase the average check amount.

Harvard business school published a study BYOB: How Bringing Your Own Shopping Bags Leads to Treating Yourself, and the Environment , proving that buyers with branded Economie spend more. Imbued with the care for nature, they first give preference to more expensive natural and organic products, and then, at the checkout, stocking up on unhealthy foods — as a reward for their own virtue.

10. Stand at the box office

At the box office marketers place is expensive and not always needed little things: chocolates, gummy candy in bright packaging, ice cream, wet wipes and disinfectant hand gels, condoms and so on. The calculation is the fact that you are tired of making decisions on the trading floor, at the checkout, relax and buy yourself (or no less tired than you, the child) award. And it works.

The little things on the racks at the cash register ribbons you can count care store on the buyer as if you may have forgotten that you need a wet wipe, and then — here they are! But if you went back in the trading room, you would have found the same napkins for the price of one and a half times lower. Back uncomfortable, so you buy the product at a higher price, once again becoming a supplier of the “Golden fleece” for the stores.

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