I recently bought in a large supermarket, my idea was to buy a single product, but the reality is that after checking in I realized that my bag was quite full, I remember that the place was empty, different from the usual and was not because people were buying less, on the contrary, all, I included, we passed very quickly the hallways of the establishment , keep in mind that this attitude has been fostered by very lively and loud music, customers seemed chased by a monster through a maze of corridors running towards freedom, until they reached the boxes.
After this last experience, I think it’s a good time to look at how marketing is used to influence consumers in their purchasing processes.
- For years a commercial model with heating.
- Air conditioning and more and more places of rest has emerged.
- Strategically located locations along shopping malls with banks so customers can sit down.
- Access to the many shops that greet us is always open doors.
- Increasingly.
- Easy to visit This saves us having to open and close the doors.
All this creates a pleasant and quiet atmosphere that invites the consumer to stay as long as possible in the establishment, favoring their purchases. What is sought at all times is to reassure the consumer during the purchase process and delay their departure.
Therefore, you should pay attention to the smallest details, from lighting to smell. Plants, heating, resting places, everything envelops us with sensations of pleasure such as when we are calm at home, all these marketing elements invite us to continue shopping and stay in the shopping center, to consume more and more.
Why is there no milk at the entrance to the supermarket?Because basic consumer goods are usually placed at the end of the establishment so that the consumer, on their way, is motivated to buy more, and is attracted by the prices of the products, promotions or offers of the moment, by marketing.
Why is background music different at the beginning and end of the day?Because sometimes, when there are more customer movements towards cashiers, they choose to change background music to relax, and psychedelic music promotes fast shopping.
Easy, because our behavior is not rational. Even if we don’t realize it, we’re more irrational than we think because we let our senses affect us, so when it comes to making decisions or choosing between different options, the emotional side prevails, so sales of certain brands are favored by our emotions. , because emotions play the most important role in decision-making.
In each decision-making process we seek safety, so we choose the product or service that guarantees safety, why do we always buy a particular milk?Or the same tomato sauce?Because you know the taste of your whole family, your favorite product or that of a particular brand.
What we are looking for is the security of buying the right product, not the bad one. When we buy, we seek to meet the needs. The need for security is the most fundamental in humans.
What do you think?Is it appropriate to use marketing to make the customer feel comfortable during the purchase process?