How do we get supermarkets to buy more
How to avoid the tricks of the supermarkets
You want to shop quickly on the way home. Only the bare essentials: milk, bread, cold cuts. When unpacking at home, however, there are significantly more things in the bag. You have been successfully seduced by the tricks of the supermarkets. How you can avoid being influenced by music, walking routes and more.
The longer we stay, the more we buy
All people are the same in front of the supermarket: Nobody wants to buy more than necessary and comes to the supermarket with a shopping list or a list in mind. But we make more than half of our purchasing decisions in the supermarket spontaneously. We buy what we see and what speaks to us. With every minute in the store, the shopping list fades into the background. So the goal is to keep customers in business for as long as possible. With a pleasant design, a nice atmosphere, music or cleverly designed walkways, this also works.
Optimal temperature and speed brakes
It starts at the entrance: If the market is too darkly lit, we don't go in, because people are naturally afraid of unfamiliar spaces. That's why it's nice and bright in the supermarket and exactly 19 degrees. It's not ideal for fruit and vegetables, but that's where we buy most of the food. And whoever dashes into the supermarket at a pace to quickly do their after-work shopping, slow background music and the fruit paradise at the entrance of the market slow down to shopping speed.
Just follow your nose
Our nose is also an important factor when shopping. Because smells play with people. Marketing strategists have recognized the power of fragrances and are using them in a targeted manner: In bakeries, the aroma of vanilla is supposed to whet the appetite, department stores want to encourage their customers to buy with floral fragrances, and in car dealerships the smell of fine leather masks the gummy smell. This is reported by "Spiegel online".
Obstacles and games of hide and seek
Even the width of the aisle is a science in its own right: If the path is too wide, we walk quickly and buy little. If it is too narrow, we could collide with another customer and put the goods back on the shelf in shock. Sounds absurd, but has been researched, proven and named "ass-brush-factor" by American scientists, according to the consumer advice center. The product placements also follow a sophisticated system: expensive products can be found conveniently at eye level, and those who want cheap products have to bend over. In addition to products for everyday use, there are expensive "impulse goods". In other words, things that you don't necessarily need and from which the market earns a lot.
The biggest buying trap is the checkout area
Once you have finally moved your shopping truck towards the cash register, the last attack of incentives to buy takes place while we are in the queue: Colorful shelves with nice little things and sweets tempt you to buy. This area is one of the most important in the whole supermarket, it generates up to ten times more sales than the rest of the store. The target group are the customers' children, who then loudly persuade their parents to buy the sweets. It is not without reason that the products at the checkout are called "whimsy" in salespeople.
What helps against the tricks
Be critical of combination placements. The canned tomatoes in the pasta are definitely more expensive than the tomatoes from the canned shelf. When looking at the shelves, it is better to let your gaze wander from right to left. By nature, our gaze tends to linger on the right-hand side - which is why the more expensive products are placed there. It's also better to leave the shopping trolley there. If you don't plan to buy in bulk, you should use a basket. The increasing weight prevents unnecessary goods from being packed. You can also avoid the need to fill up a large, empty car.
Note the date of the test mark
You should be critical of test marks from Stiftung Warentest or Ökotest. They let us access it almost automatically. Better to check the date of the test. The longer it has been since the investigation, the more likely it is that better products have now been brought to market. If you are traveling with children, discuss with them beforehand whether they can choose something small. If you say no, explain your reasons. Children understand clear announcements better than an unfounded no. If there is a candy-free checkout, be sure to choose it.
Cashing in yourself is a distraction
And speaking of the cash register: Even boredom lets us pack a little something on the conveyor belt. Distraction is recommended, be it looking at the smartphone. You could have that in your hand anyway because you used it as a calculator while shopping. Doing the math is particularly helpful in avoiding unnecessary spontaneous purchases. Alternatively, you can also use self-service checkouts. It costs more time, but you don't have a hand free for frills. If you are the cashier yourself, you also have the chance to put away unnecessary items. Often you only realize what you have taken with you when you see it on the tape.
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