Table of contents:
- Special attention areas: fruit paradise and chupa chups at last
- Just reach out your hand
- Decoy colors
- Smells …
- … and sounds
Video: The supermarket is a super trap ?
2023 Author: James Gerald | [email protected]. Last modified: 2023-05-24 12:31
Supermarkets are undoubtedly a sign of our time. And everything seems to be great in these new super-convenient stores. Both clearly and brightly, and carts are provided, and food tastings are held, and no one rushes you to make a choice, go for a walk, choose as much as you want, but … At some point, you notice that, having entered the supermarket for a bag of yogurt and a bun, for some reason you leave all the contents of the wallet there.
Having dropped in for the most necessary things, you buy a bunch of unnecessary things that no one seems to have forced you to buy. But this is not entirely true. You can't even imagine how many people around the world are racking their brains over how to get a customer to leave as much money as possible in the supermarket. Moreover, to convince him that it was he himself who decided to spend this or that amount on this or that product, and, consequently, CAM is to blame for his extravagance.
The "center of the universe" in the process of wasting buyers' money has long been impulsive buying. She is also the main concern, headache and the highest goal of every supermarket owner. Increasing impulse purchases means making your business a success.
All purchases are divided into planned, that is, vital for the buyer: bread, milk, meat, tea, etc., and impulsive purchases, without which it is quite possible to do without, but if you correctly present this product, seduce, make it an indicator of joy, prestige, in the end, to foist on with cunning, then …
In successful supermarkets, the number of impulse purchases reaches 60% in relation to 40% of planned purchases.
In order to influence the buyer, pushing to make impulsive purchases, it is necessary to find out which segments of the population, of what gender and material wealth, visit supermarkets, and how they make purchases. It turned out that 40% of buyers are women of all ages with an average income, 20% are men with an income below the average, 15% are wealthy men, 10% are pensioners who are cynically called "survivors", 10% are women with an income below average, and 5% are young people with incomes below average, in other words, schoolchildren and students.
Each of these categories of buyers makes their choice differently, relates to advertising, innovations, yarim packaging, etc. For example, retirees, as a rule, do not believe in advertisements, they like to communicate with sellers, are ready to spend hours looking for the right product. Women are more often focused on novelties, make impulsive purchases, pay attention to health, healthy eating, and the possibility of decorating themselves, which is fully reflected in the purchases they make. Wealthy men usually buy expensive food, delicacies, alcohol, focus on the products of well-known brands, do not like to be in the store for a long time. Young people make a lot of impulsive purchases, do not communicate with sellers and are absolutely unstable in relation to advertising.
Special attention areas: fruit paradise and chupa chups at last
The entire space of the supermarket hall can, in reality or at least mentally, be divided into three parts, three virtual zones. They must be considered in terms of the degree of distance from the entrance to the store. The first zone is closest to the beginning of the path, the second is a little further, the third is completely in the depths. Wealthy men who run into the store for 5 minutes do not go further than the first zone - they need everything at once and the price is not important. Wanted - please! - all the most expensive products are in the first zone.
But meticulous housewives and zealous pensioners, who do not feel sorry for time, always reach the third zone, where, as a rule, the cheapest goods are located.
In the second most remote zone, there are usually basic products for the table of a person with an average income: milk, butter, yoghurts, cheeses, cottage cheese, eggs, semi-finished products.
Pay attention to the fact that high-demand goods included in planned purchases are most often located at different ends of the hall. Bread and milk are rarely close, and while you get from one to the other, along the way, you will be tempted several times to buy something else, previously unplanned. But those products that we often buy impulsively, and "handful" nearby. Beer next to chips, nuts, crackers, dried fish. M-mm, how can you not be tempted?
Have you ever noticed how your trip to the supermarket usually begins? From the fruit counter, of course! A small "fruit paradise" at the entrance is a signal of freshness. It serves as a guarantee of the quality of the rest of the products. And fruits at the beginning of the journey play the role of "speed limiters", whose task is to slow down the buyer by all means. Let him weigh his two apples, calm down, and, slowly, continue his journey through the store, looking around with interest.
How does your supermarket trip end? Of course, by the box office! This place cannot be avoided by any buyer. The most extensive zone of impulse purchases is located around the cash registers: gum, razors, sweets, small toys, etc. The most interesting thing is that the same goods can be found in other areas of the supermarket, but they are duplicated at the checkout, again attracting attention. And how can you resist here, especially if the line moves slowly, and the child is capricious and asks for a chupa-chups. This "trap" near the checkout, which in the language of specialists is called the "zone of baits", despite the frequent theft of small items of sale, brings the supermarket about 20% of the total profit.
Just reach out your hand
Everything that an average person, from 160 to 180 cm in height, can easily take from a shelf in a supermarket, stretching out his hand - these are the very goods that they want to "sell" to you first of all. Their price is average or high, the brand is promoted, the shelf life is not very long. Anything that is slightly higher, as a rule, is cheaper. And the most inexpensive products are usually at your feet. If you swap the products, for example, put the cheapest in the middle and the most expensive downstairs, the store's sales will drop sharply.
How the goods are laid out is also a special science. Filled to the top baskets with chips and nuts create a feeling of relaxation, evoke memories of a vacation with friends, and now: "I'll take two packs of chips! Where do we have beer here?" And the single bottles with expensive wines on the shelves "speak" of exclusivity, that very few people can afford such a luxury ("Why not pamper yourself? We live once!")
Bright packaging will always attract attention, but not necessarily provoke a purchase. Therefore, a certain color and tone is preferable for each type of goods. Pastel colors, pink, light purple, lemon, are associated with infantilism and freshness. They fit well into the design of products related to hygiene, health, as well as soft toys for children. Brownish, beige and dark green tones are associated with coziness, and are perfect for the decoration of the wine department. Cold, “icy” tones are suitable for the decoration of computer and household goods, but they reduce the level of sales in the grocery departments. Conversely, the warm colors on a subconscious level will not appeal to buyers of the same computers.
When looking at pure, vibrant colors, research has shown that women are more likely to be attracted to yellow and red packaging, while men are attracted to blue.
It has long been known that the smells of coffee, freshly baked buns, and smoked sausages affect supermarket shoppers most favorably. They provoke appetite, cause the illusion of hunger and encourage you to buy a lot of necessary and unnecessary products. If these smells do not appear in the supermarket "naturally", they are often sprayed with special flavors.
… and sounds
The question of the sound background in each supermarket is solved in its own way. A competent approach is the choice of melodies depending on the contingent of buyers and the time of day. In the morning, at the hour of retirees, the melodies of old hits and pop performers sound, by lunchtime, when teenagers drop in, the rhythms become more modern, and in the evening light pop music is preferable. In any case, the melodies should be cheerful, but not too fast so that customers do not rush to leave.
So, on the one hand, improvements in supermarkets make the customer's life more comfortable and bright, but at the same time, we all know that you have to pay for pleasure. Money. Shopping. The number of visits.
Though the supermarket can be deceived by using the simplest tips:
1) do not go to the store hungry;
2) if you are going to buy a lot of products, make a list and do not deviate from it;
3) take with you the amount of money that you can afford to spend;
4) do not be lazy to reach the third zone of the supermarket;
5) look at the lower shelves - you will save money;
6) do not take the cart if you are going to buy one or two products.
And further. According to statistics, the largest number of impulsive purchases are made by single people, a little less - by couples without children, and very little obey all the impulses of families with children (unless they listen to the wild screeching about the lollipop at the checkout), and therefore two more tips:
7) do not go shopping alone;
8) Having created a family and having given birth to a child, you leave no chance for a quick enrichment of a kind corporation of monsters called a supermarket chain!