What Tactics Do Supermarkets Use to Make Shoppers Spend
June 30th, 2007 at 12:41 am (Uncategorized)
Shopping is considered to be an important element of consumerism culture. No wonder, that it occupies a great part in the life of an average American. Shopping usually takes much time and Americans try not to scatter it throughout the whole week, but would rather devote one whole day in two or three weeks to do all the needed shopping. Almost unavoidably you would end up buying much more than you had in your mind or on your purchase list. So, shopping may become rather dangerous for your purse. In a big supermarket you can easily lose control over time and get lost yourself. You`ll manage to find basically everything you need for your everyday life and lots of stuff you don`t really need.
How hidden persuasion makes shoppers spend. Supermarkets don`t like talking openly about tactics. They wish to appear the friendly grocer who helps wash our salads not our brains. Nevertheless, there are a lot of factors that influence the customers. Of the 16000 items of food, which a supermarket displays only 200 are known value items, the price of which will be known by most customers. The owners of supermarkets try to keep the cost competitive which means halving gross profit margins to 15 percent. The known value items are displayed around the store, so customers will have to hunt them out and walk past the frozen black forest gateau or mangetout peas – items they don`t really need. Lighting also influences the customer. It is kept soft in the wine section to encourage browsing, but it is sharp and bright at the cosmetics counter to suggest cleanliness. Width of aisles is also a factor. If they move too fast, they are missing buying opportunities. Every new supermarket has its primary doors on the left, so the shopping is done clockwise, to the right. Nine out of ten people are right handed and they prefer turning to the right.
It is important not only how much one buys but what one buys.
A supermarket makes more profit from its own brand. Microwave cooked chicken is more popular than the ingredients needed to make it at home. Many customers appear willing to pay almost any price to avoid preparing food. Grated carrots wrapped in the nice plastic bags are sold briskly. Whole carrots a few feet away are much cheaper but not popular at all. Everything in a big supermarket is geared to increase sales and profits. Entering a supermarket is like taking a seat in the psychiatrist`s chair: the food shoppers` deepest desires will be laid open and explored. It means getting consumers to buy things they don`t need, but cannot resist.