Most marketing strategies are designed to manage consumer behavior, many of the studies in this area focus on investigating how we respond to offers, what drives us to buy and how we buy, try to induce consumption not so many basic items, which they sell, but all products that are not of basic need.
Next, we’ll explain some of the tactics used in supermarkets to make your shopping cart more loaded with items than you expected.
- Commodities are usually located at the back of the supermarket.
- In the end items such as milk.
- Eggs.
- Meat.
- Among others.
- In this way you will have to go a long way before reaching them.
- Finds a world of offers that will inevitably be there.
- If you’re not sure what you’re going to buy.
- You can succumb to promotions before you buy what you need.
Supermarket cars are usually heavy and difficult to guide, usually the wheels are designed with a kind of brake, which makes it difficult to move forward, the goal is that you can’t walk too fast, so you’ll have to look at many of the products. you’re not looking for it’s also been established that the carts are usually slightly tilted to the left; then, sometimes, he walks in a straight line and feels the car moving in a different direction.
Branded products, which are usually more expensive, are always on the shelves, so they are at the eye level of a person of standard size. This type of arrangement makes these products more visible. In fact, if you can’t stay long in the supermarket, you will always tend to pick up the first product you find by hand; in this case it will be the most expensive, if you have a little more time, you will notice that at the bottom, and probably in the corners, there are the same products, but with different brands and lower prices.
Supermarket facades are usually designed in bright colors to make them more attractive, warm tones are often used that feed the desire to enter the premises, inside, instead, neutral colors are usually used (white, almost always), because the customer focuses on the products and not on the decoration of the place.
In many supermarkets you use background music, usually soft and relaxing, with a touch of modernity, the intention is to leave the guests alone, so that they are not in a hurry to leave the premises, this type of melody also reduces rational defenses. In this way, a person who is relaxed and without defensive attitudes will be more likely to buy. Classical music has similar effects.
Near the drawers there are always shelves with cheap and high consumption products, such as candy, cigars and magazines, supermarkets try to give the customer last minute impulses and buy this type of item, after all, did you make the most expense??and a small surcharge does not change the budget much; or at least they want the buyer to believe that.
Image courtesy of Monica Arellano Ongpin.