All of you have probably heard the expression “clever marketing ploy”. But what it means in relation to supermarkets and other large stores in which we go almost every day? Supermarkets and chain stores have really learned to control the mind of their consumers. How? Now learn.
Often the supermarkets have hung outside advertising, where you can see the highlighted discounts. In our minds red price tag has long been associated with a reduction in prices. However, it should be noted that not always these colored price tags mean a bargain: the price can be reduced significantly or even at all times remain unchanged. But the consumer is still inclined to buy goods with such price tags because of the already established Association.
Shopping carts were invented in 1938. The area of a conventional truck for the last 40 years has doubled. And almost always they are much more than a market basket of an average family. If we’re taking a half-empty truck, purely on a subconscious level we have a desire to fill it. In the end, you buy more food than you need. So if you briefly want to shop, better take the basket. Thus you kill two birds with one stone: save money and bag of groceries will be easier.
The researchers tested the willpower buyers. Was that enough to give the person the opportunity first to do what, in his opinion, “good”, then he began to actively go beyond their own limits. That is why the owners of supermarkets are laid out healthy fruits and vegetables right at the entrance: the more money a buyer will spend for healthy foods, the more he bought harmful products such as beer and chips.
Sales professionals use a lot of tricks to get us to buy more. Years of research has developed tricks used universally and which we do not even know. To illustrate more clearly, let’s think about why milk — a product most in demand, always located in the farthest end of the supermarket? And it’s not that there are refrigerators, but the fact that you want to in search of milk you first walked past other ingredients.
Most supermarkets fruits and vegetables in the produce Department cleaned and polished to a Shine. Moreover, they often sbrazhivaetsya water, despite the fact that they will rot faster. Why? Yes, because people like everything fresh and in the brain it is associated with shiny, wet surface. In addition, supermarkets specifically used certain substances to maintain appetizing appearance and color of fresh fruit and vegetables. In fact “fresh” fruits and vegetables that you buy in the supermarket, could this be in the warehouse, and then stay a couple days in your refrigerator before being eaten.
Once you go to the supermarket, your senses sweetens the smell of flowers and colorful fruit in the produce Department. It automatically triggers the release of pleasure hormone dopamine and you are in pleasant anticipation of shopping. From here to purchase even a step and a half step. Council. Sniff and enjoy, but remember that you really need to buy. Pull out the light of God your shopping list and re-read it.
In many supermarkets confectionery is located at the entrance. The smell of fresh baking activates the salivary glands, and you want immediately to buy this yummy. In addition, some supermarkets are installing small shelves, offering customers to taste a particular product. Always surprised at the number of people who buy a product only because you feel obligated or hungry. Remember, you didn’t have to, and to avoid “starvation” purchase, it is better to eat before going to the store.
Suitable products such as bread, milk and eggs scattered throughout the store so you like it a little longer on the road making spontaneous rash purchases. You sure can choose your own route through the supermarket. In fact, experts in their field specially thought of everything to on the way to the cherished goal you met a lot of temptations. So the shelves with dairy products never are at the entrance, otherwise you could handle too quickly and leave without two dozen relevant details.
They spread floor small tiles in the more expensive departments that your truck rattled louder. So, you think going faster, so subconsciously slow down and spend more time in the expensive Department.
Most supermarkets work on the so-called law of the right hand, when the movement of visitors is organized counter-clockwise. In this case, the buyer, moving around the store, all the while turning left, and his gaze often falls on the middle right wall. In this place are the so-called Golden shelves, and on them — or the most expensive products or products with expiring.
We all know this old trick: 0,99 always seems to be much less than 1.0. Subconsciously penny grows to giant size savings, and the hand reaching for the coveted “freebie”. In this work fatty crossed the old price, often written in a smaller font, and highlighted by the new. Your brain processes this information as a picture, and not as an arithmetic problem. And in the end, you take an unnecessary thing to “save money”. Council. Consider! Do not be lazy to deduct the new price from the old one. Sometimes you will hit their low.
Perhaps this is inevitable. Every parent will have to go through a rite of passage: to go to the store with the child and to withstand all his whims, requests for buying chocolates, new cereal, candy… And well, if it will cost only tears, but it is possible and real tantrums with felting on the floor and wild cries. Yes, children are not easy trips past colorful storefronts.
Have you ever noticed that all expensive goods are on the middle shelf of the counter, just at the height of your eyes? This is done to ensure that you first saw the most expensive item. Next is the calculation of the psychology that you have decided that the product on the shelves that are above or below, less quality (although usually it is not). Today, however, it is a place in the sun win the popular brands, as their products bring more profit.
Everyone loves a few. And in the supermarket. The so-called related products always put near the main. Near beer — chips or bags of dried fish, a number of biscuits, juices or sodas, near the shirts — ties, etc. Everything to ensure that you have bought.
Meat and fish is often sold against a white background to look fresh. And such visual tricks, like wooden shelves and nice lighting, make people spend more.
It seems that the flow of promotional stock simply inexhaustible. Buy one shampoo and get another as a gift. Superdelta! However, before to buy shampoo, think about whether you need it or will gather dust for three months? Buying two products at a lower price, there is little you win, but the supermarket increases sales turnover. In addition, reduced prices usually sell stale or expired goods.
Warm colors attract and force to behold. Studies have shown that people are very long choosing which fruit juice to buy, so these rows of painted red.
Music also plays an important role in the attempt to promote you on buying. Next time you’re at the Mall, close your eyes and listen. You will surely hear the melodious music, which is also part of the strategy. This is music we subconsciously slows down a step, stop for a long time in front of the shelves and stare at the goods. Supermarkets twist light hits, improving mood, in order to encourage you to make an impulse purchase, which was not in your list.
At the cash register, you notice more of the product, which belongs to category of spontaneous purchases. Bars, cheap magazines, chewing gum, mints and soda… Last chance supermarket to make you spend money. Usually at the cash register are shelves of chocolates that you will likely get as a reward for a long shopping. To review and choose these products you will anyway, because you need something to pass the time in line. And in the background the “big” purchases, the purchase of gum or candy bar “on track” for polkopeyki money is simply not perceived by us as such.
But paying at the checkout you habitually pull out a discount card. Small discount tightly bind you to this supermarket. A regular customer is a gold mine. After you leave here next time for even more money.