“The most profitable products are located at eye-level, or children’s eye level if the main market is children.”
Supermarkets are built and honed to achieve one goal: increase the amount that each customer spends. Research departments at big retailers spend millions of pounds a year on psychological testing to find out how to make customers spend more than they want to. These techniques are constantly honed to drive up profits and keep customers spending.
Here are the most common supermarket tricks for you to keep in mind:
Essentials are spread around
Because supermarkets rely heavily on grabbing attention, the longer you spend in store the longer they have to seduce you. For this reason, essential purchases such as bread and eggs are spread out as far as possible so you cover as much floor space as possible, even when you’re only in the supermarket to pick up a couple of items.
The most profitable products are placed at eye level
Stores place products with the highest return at eye-level to ensure buyers notice them immediately. If you’re looking for a better deal it can pay to look high and low before you decide. Products that are aimed at children, such as toys and sweets, are often placed at children’s eye-level so they take note and inform their parents.
Switching places
Supermarkets often change the location of popular products to encourage consumers to try new items. In many cases the replace item will be more expensive and more profitable than the one that has been moved. If the customer wants the initial product, they will often walk round looking for it, during which time the supermarket can market other items to them.
Impulse buying
The area next to checkouts and places where customers congregate will often be stocked with high-calorie treats, such as chocolate bars. These promote impulse buys which are exacerbated by pangs of hunger. That’s why it makes sense to eat before you go shopping.
Sale signs for all
Whilst sale or discount signs suggest a product is being offered at a reduced price, the story is actually more complicated. Many times the product on offer is only marginally cheaper, and similar products will beat it on price. Legally, the higher price only has to be public for a set space of time (and not even in the same store) so be wary. Big discounts are often offered on items just inside the store entrance to entice shoppers inside.
Location-based prices
Supermarkets want to make as much money as possible, and prices for identical items will differ depending on where in the store you are. That’s why you should never buy products from the snack section, as these will inevitably be marked up for convenience. Always consider where you are in the store when you pick up a product.
Attractive sounds
Human beings are heavily influenced by sensations, and supermarkets aim to capitalise on this. When you first walk into a supermarket you’re likely to smell very palatable smells, such as freshly baked bread. These are deliberately wafted around the store to lift moods and encourage spending.