Have you ever told yourself not to buy something but ended up buying it anyway? That’s probably happened as a result of one of these psychological marketing tricks. These marketing tricks make you spend on what you weren’t going to buy.
The senses are the most active allies of marketers, because the more you want to eat, the more unnecessary things you buy. But even if you are not hungry, there are a number of ways to excite your appetite at supermarkets.
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 festively bright, juicy and exciting.
But one of the most powerful ways to make your mouth water and excite the 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 supermarket. If you didn’t get this sausage at the tasting, you wouldn’t even remember about it. And now you have it in your basket.
When hearing peppy music in the supermarket – turn your attention to the maximum. Melodies at a fast pace are switched on where it is important to increase the number of sales. A study by the American Marketing Association proves that energetic music provokes shoppers to do impulse purchases. Unconsciously adjusting to the driving pace, we put more expensive goods in a trolley, and even in larger quantities.
Slow music, on the other hand, is also a trick. Supermarkets specifically select songs with a rhythm that is much slower than the average heart rate. This makes people stay longer at the shelves, spend more time on the trading floor and, as a result, buy almost 30% more.
People are attracted into shops, the walls and entrance of which are painted in warm colors from the outside: red, orange, yellow. But inside, the color scheme is different: cold tints in the interior — blue and green — make buyers spend more. CNN, referring to a study published in the Business Review, claims: customers spend 15% more money in supermarkets decorated in blue-green tints than in those whose walls and shelves are painted in warm colors.
Do you think discount cards are intended to save you money? Admittedly, this is partly true. But not all. The supermarket 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 supermarkets, you will surely go to the one where you have a loyalty program.
The card provokes you to spend more
Many supermarkets accrue points for every ruble spent in their network. Later, these points can be converted into money by paying for goods at the checkout. Profitable? On the one hand, yes. On the other hand, you yourself do not notice how the supermarket makes you spend more in order to accumulate more points.
“Buy 10 items just for $ 100!” is a good old marketing ploy. Many swallow the bait, eventually buying more products than they need.
There are more subtle manipulations. The supermarket offers some popular goods at a really good price, for example, meat in the barbecue season or a large pack of well-known diapers. This is the bait.
Profitable goods are actively advertised in order to make customers go to a particular supermarket. But if you have already gone into the trading room for meat or diapers, why not buy something else? It is on these related purchases that the supermarket makes the money.
The profit that it loses on the bait products is paid off with the extra money that customers leave in the supermarket.
You go to the supermarket for a pack of your favorite crackers for your child. And nearby on the same rack you find children’s chocolate and marshmallows. “Oh, it is to the point!” — you think and put all three goods into the basket. So, similar combinations work.
Some combinations are obvious, such as shampoo and conditioner. Some are more subtle, such as disposable plastic plates and beautiful paper napkins. you seem to decide to buy napkins yourselves. In fact, your supposedly impulse purchase was predicted in advance.
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 supermarket 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.
Value Added Items
Supermarkets play with prices, raising to the eye level those products that they especially aim to sell, and lowering inexpensive goods that are unprofitable for the supermarket almost to the floor level. The effect of the “magic nine” is widespread, when a product with a price of $ 199 seems to buyers a more profitable purchase than a product for $ 200.
Goods that explain to customers why they should be taken are sold well. For example, a product may be marked “Grown in our area, which means it will bring profit to our farmers.” According to a study by Sales of Local Foods Reaches $ 12 Billion, buyers are willing to pay up to 25% more for these products.
branded eco bags
Reusable eco-friendly bags instead of packets is a great marketing ploy! Firstly, they are 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 bill.
Harvard Business School has published a study BYOB: How Bringing Your Own Shopping Bags Leads to Treating Yourself, and the Environment, 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 cash desk, stock up on unhealthy products — as a reward for their own virtue.
At the box desk, marketers place expensive and not always necessary trifles: chocolates, jelly candies in bright packaging, ice cream, wet wipes, disinfectant hand gels, condoms and so on. The idea is that you, tired of making decisions in the trading floor, at the cash desk, relax and buy yourself a reward. And it works.
But if you went back to the trading floor, you would find similar wipes at a price one and a half times lower.