How we cheat supermarkets 10 tricks that are worth to know

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1. appetite awakening

Senses - this is the most active allies marketers. How many times told the world: "Do not go to the shops hungry!", Because the more you want to eat, the more unnecessary bought. But even if you are not hungry, at supermarkets in stock a variety of ways to awaken your appetite.

For example, he has proven himself the smell of fresh baking: it entices the customer to spend more money. Good works properly exposed lighting: products on display look for a holiday bright, juicy and exciting.

But one of the most powerful ways to induce salivation and the concomitant desire to quickly buy something to chew - free tasting samples. Firstly, they smell, and beckon you want to buy them. Secondly, were treated to free, you begin to feel obliged to thank the store. Do not get caught you this sausage tasting, you would not even remember her. And now you have it in the basket. And, of course, in check.

2. hypnosis music

We heard in the supermarket cheerful music - turn attention to the maximum. Melodies run at a fast pace where it is important to increase the number of sales. StudyUsing Background Music to Affect the Behavior of Supermarket ShoppersSpent by the American Marketing Association, proves energetic music provokes buyers in spontaneous purchases.

Unconsciously adjusting to drayvovy pace, we add to cart more expensive products, and even in larger quantities.

On the other hand, slow music - this is also a trick. Shops specially selected compositions with a rhythm that is much slower than the average heart rate. It causes people to linger longer at the shelf, spend more time on the trading floor and as a result, to buy more. Moreover, an increase of close to 30% - so, in particular, says the American Marketing Consultant and author books "Brain blow! As marketers manipulate our minds and make us buy what they want, "Martin Lindstrom.

To protect themselves from this kind of music influences, walk through the shops in the headphones.

3. Colors

People "drawn" in the shops, the walls and the entrance of which from the outside are painted in warm colors: red, orange, yellow. But the situation is changing in color: cool colors in the interior - blue and green - forcing customers to spend more. CNN, citing a studyHow color affects your spending, Published in the Business Review magazine, said: in stores are decorated in blue and green shades, customers leave on 15% more money than those whose walls and shelves painted in warm colors.

4. Discount cards and loyalty programs

Do you think that discount cards are designed for your savings? Admittedly, this is partly true. But not all. Store saves on holders of loyalty cards is much more of a variety of reasons.

Discount card tie you to a particular supermarket

Choosing between the two absolutely identical shops, you probably will go to the one where you have a loyalty program.

Map watching you

That is, the store provides information about your buying habits. Meat what price category you prefer? How often you buy food for dogs? Like chocolate or, say, dairy desserts?

Thanks to the map supermarket knows everything about your spending and get the opportunity to influence them.

If you've ever received individual offers like "Buy chocolate for 300 rubles and get a 15% discount", you know what I mean. Of course, the proposal seems to be beneficial. But it is advantageous first of all stores that unwound you to buy more volume sweets than you used to.

Map provokes you to spend more

Many supermarkets earn points for each dollar spent on their network ruble. Later these points can be converted into money, paying accumulated at the checkout. Benefits? On the one hand, yes. On the other - you do not notice how the store makes you spend more to gain more cherished charges.

5. Goods-bait

"Buy 10 pieces for just 100 rubles!" - good old-fashioned marketing ploy. Many of pecking at such a proposal, in the end buying more products than they need.

There are also more subtle manipulations. The store offers a popular product at a really good price. For example, in a season barbecue meat or a large stack of diapers known brand. This bait.

Profitable goods aggressively marketed to force buyers to look at a particular supermarket. But if we went to the shop floor for the meat or diapers, why not buy something else? Here on these related purchases shop and make cash.

The benefit, which he loses at the bait, paying off those extra money that buyers left the supermarket.

6. Related products

You go to the store for a pack of crackers for your favorite child. A side by side on the same shelf children find chocolate and zefirki. "Oh, a theme!" - and think you throw all three products in the basket. Since such working combination.

Some combo combinations are obvious, such as shampoo and conditioner. Some - more subtle, such as disposable plastic plates and paper napkins beautiful. It seems like napkins we decided to buy their own. In fact, your supposedly spontaneous purchase has been predicted in advance.

If the hand reaches for the product that you have a moment ago still did not plan to buy, just ask yourself: "Is it I really want?"

Leinbach Reilly, author and co-founder of Retail 101 US Conference of independent retailers

7. The package in which the products are perishable

Fresh bread is often sold in a paper bag. Handsomely? Fact. But it is not practical: the bread in this package quickly dry up, and you have to go to the store again. This, too, is one of the marketing gimmicks. Therefore, after returning from the supermarket, try to repackage the purchase so that they keep the freshness as long as possible.

8. Products with added value

Supermarkets play with prices rising at eye level of those products, which are particularly want to sell, and dropping almost at floor level unfavorable for the store inexpensive goods. Widespread effect of "magic nine" when a product with a price of 199 rubles seems customers better buy than the product for 200 rubles.

Good odds products, explaining to customers why they should take. For example, the product may be marked with the icon "is grown in our area, and therefore will bring profit to our farmers." Studies showSales of Local Foods Reaches $ 12 BillionFor similar goods buyers are willing to pay up to 25% more.

Another option - products with recipes that can be prepared from them. They seem to be buyers more practical, and therefore their level of sales above.

9. Reusable branded ekosumki

Reusable eco-friendly bags instead of packages - a brilliant marketing ploy! Firstly, they are branded: retail chains are placed on them, their logos, turning customers into a walking advertisement. Secondly, they make customers imbued confidence in the supermarket: "Well it is necessary, he cares about the environment!" And thirdly, they increase the amount of average check.

Harvard Business School published a studyBYOB: How Bringing Your Own Shopping Bags Leads to Treating Yourself, and the EnvironmentProving that buyers are branded ekosumkami spend more. Imbued with concern for nature, they first give preference to more expensive natural and organic products, and then, at the checkout counter, stocking unhealthy foods - as a reward for his own virtue.

10. Stands at the box office

At the box office marketers place expensive and not always necessary little things: chocolate, jelly candy in bright packaging, ice cream, wet wipes, disinfectant hand gels, condoms and so on. The calculation is made of the fact that you are tired of decision-making on the trading floor at the checkout relax and buy yourself (or no less tired than you, baby) award. And it works.

Little things on the racks at the cash register tapes can calculate customer care shop: as you can, and you forget that you need wet wipes, and here - here they are! But if you went back to the shop floor, you would have found a similar swipe at the price of one and a half times lower. Uncomfortable to return, so you buy goods at inflated prices, once again becoming the supplier of "Golden Fleece" for shops.