Sellers make us buy more than you need

We are used to treat shopping as a simple process. We need to buy something, we go to a standard store or online shop and buy. Sometimes the process is complicated by finding more information about the product online, reading reviews or "call a friend" for advice.

But actually it is not so simple. At least for the sellers.

You see, the sellers have a much greater impact on us than simply offer a wide range of goods. As in the offline and online stores have their dirty tricks, with which they manipulate our behavior.

So before you go shopping, you should get to know the owners, in whose possession you are going, so they could not do the trick with a miraculous disappearance of money from your wallet. And in anticipation of the upcoming holidays, this article can be very helpful.

Shopping centers

When you are going to go shopping in shopping centers or any other off-line shopping, sellers can affect not only your visual perception.

effect of Cinnamon

Have you ever noticed that in some shopping centers there is an impression that at each entrance there are small stalls with baking and other bakery products? For this you can thank science of fragrances, which are successfully used in marketing.

You see, all these fragrant smell of freshly baked cinnamon rolls, chocolate cakes, buns croissants or fresh bread - it works in order to cheer you up. According to a study on the impact of the surrounding smells on human behavior, conducted in 1997, pleasant smells elevate mood and people are more willing to voluntarily take up the implementation of boring work.

But, of course, it's not just that. The smell is also very closely related to emotions and memories. That is why the smell of aftershave (or spirits), which was used by your ex-boyfriend or beloved, accidental passenger on the bus, standing next to you, may cause you an unpleasant feeling aggression. Or the smell of tobacco or fresh wood shavings vividly brings to your mind the moments when you were making something out of a tree with his grandfather.

Sellers have found that pleasant odors, including baking, not only to do so that you linger in shops longer (because it's nice), they also lure us over embezzlement round sum. According to Mark Gatti, Executive Director of the National Retail Federation:

Many retail companies are using scent marketing, the aim of which in fact is to keep customers in stores as long as possible. It helps people feel more comfortable in the buying process, and in many cases lead to spending more money.

The result is that the most effective way out of this situation - is to pinch the nose as much as possible while shopping.

Area with cafes and eateries

The second, equally important aspect of the impact of the smell of fresh baking - is the effect it has on our stomachs. And even if you really are not hungry, the smell of fresh bread rolls, you may find yourself waiting in line for baking.

And you can hardly walk 10 yards without bumping into places where you can eat. This is a practical strategy on the part of the shopping center. And if you have the opportunity not to rush home for dinner or to soothe a crying baby something sweetly, the likelihood that you will be late in the shops, it is much higher. And if you spend more time there, then you are likely to spend more.

Policy merchandising

Many shopping centers are arranged so that, in order to get to a particular section of the catalog, you You will have to go from one end to the other, and at the same time your path will pass through other departments. And this is no accident. If all you need shops or departments were grouped together, how would you then suddenly realize you just need a new umbrella or calendar? While the main goal of your campaign was the purchase of children's clothes. Add to the same sweet bun that you already bought on the way.

Moreover, large shopping centers are free to decide what brand stores and in what order will be placed in their premises. Which also has a certain influence on decision-making, in what kind of shopping they say you decide to go.

Online shops

In the online store you are unlikely to delay the smell of sweet buns and refreshments during an exhausting shopping. But marketers have found a way out of this situation.

Free shipping

Frankly, how often do you buy something online store because there free shipping? Or how often in your basket turned out products that you do not really even need, but they just today a special promotion - free shipping! And in the end you spend 1,000 rubles on unnecessary things in order to save 150 rubles for delivery.

Online sellers have used the fact that the word "free" causes a short circuit in our brains. And we are ready to buy anything, as long as there is at least something was free.

In its French branch of the Amazon decided to launch a special program: 1 franc delivery cost was equivalent to 20 US cents. As a result, the French are not so readily parted, as expected from their money. Then Amazon again changed the terms and did the standard free shipping. And France has joined other "lucky".

If you imagine that in fact free shipping costs you 50 cents, you have to think twice before putting in another basket detail marked "free shipping."

You do not need to get your wallet

Every caring seller gives you an opportunity to use the option of remembering your data in order to not have to go every time for the purse for entering a number of credit cards.

Of course, after all the time that you would spend on it to get up and go for his wallet, you could spend an even greater advantage in their shop.

Even more sophisticated sellers offer you the opportunity to make a purchase with a single click, thereby relieve th buying process so that you do not even hesitate to click on the "buy".

Speed ​​of purchase

In online sellers there are several options for using speed advantages: they can either speed up and facilitate the buying process so that the desired product you will be separated by only one click or by providing a specific product or the same free shipping in limited period time. And in both cases, you will have quite a bit of time to think about how necessary this purchase.

Even a reduction in page load time is playing into the hands of the sellers. Studies have shown that a reduction to 6-9 seconds of page load time to 2 seconds can increase your income by 5-12 percent.

Ruse of buying time constraints often use sites such as Groupon, which every day offer a discount on a new product group. That is, you know that tomorrow this product will no longer be discounts, and if you do not buy it now (even if it is not absolutely necessary), then you will have to pay for it the full amount. People are not able to think rationally, driven by a watch tick.

And online retailers want you to not think and react.