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10 marketing tricks that make us spend more

These marketers tricks make you spend money on what you are not going to buy.

Фото: Depositphotos

1. Awakening the appetite

The sense organs are the most active allies of the marketers. How many times have they told the world: “Do not go to the shops hungry!”, Because the more you want to eat, the more you buy. But even if you are not hungry, supermarkets have a number of ways to wake up your appetite.

Фото: Depositphotos

For example, the smell of fresh pastries has perfectly proved itself: it tempts the buyer to spend a larger amount. Well-functioning backlight works well: the products on the shop-window look bright, juicy and exciting in a festive way.

But one of the most powerful ways to cause salivation and the attendant desire to urgently buy something to chew is free tasting samples. First, they smell, beckon and you want to buy them. Secondly, having treated for free, you begin to feel obligated to repay the store. If you didn’t get this sausage at the tasting, you wouldn’t even remember it. And now it is in your basket. And, of course, in the check.

2. Hypnosis music

Heard vigorous music in the supermarket - turn on attentiveness to maximum. Melodies at a fast pace start where it is important to increase the number of sales. A study by the American Marketing Association using the Background Music to Affects the Behavior of Supermarket Shoppers proves that energetic music provokes shoppers to make spontaneous purchases.

Фото: Depositphotos

Unconsciously adjusting to the driving pace, we put more expensive goods into the cart, and even more.

On the other hand, slow music is also a trick. Stores specially selected compositions with a rhythm that is much slower than the average heart rate. This makes people stay longer at the shelves, spend more time on the trading floor and, as a result, buy more. And more by almost 30% - so, in particular, says the American marketing consultant and author of the book "Brain removal! How marketers manipulate our minds and force us to buy what they want. ”Martin Lindstrom.

To protect yourself from the similar effects of music, go shopping with headphones.

3. Color design

People are “drawn into” the shops, whose walls and entrances are painted in warm colors from the outside: red, orange, yellow. But inside, the color situation changes: cold shades in the interior - blue and green - make buyers spend more.

CNN, referring to the How color or expense study, published in the Business Review magazine, states: in stores decorated in blue-green shades, customers leave 15% more money than in those whose walls and shelves are painted in warm colors.

4. Discount cards and loyalty programs

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

Фото: Depositphotos

A discount card ties you to a particular supermarket.

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

The card is watching you

That is, it gives the store information about your shopping habits. Meat what price range do you prefer? How often do you buy dog ​​food? Do you like chocolate or, let's say, dairy desserts?

Thanks to the map, the supermarket knows everything about your expenses and gets an opportunity to influence them.

If you have ever received individual offers like “Buy chocolate at $ 3 and get a discount of 15%”, you know what this is about. Of course, the offer seems to be profitable. But it is beneficial primarily to the store, which spun you to buy more sweets than you are used to.

The card provokes you to spend more

Many supermarkets award points for every dollar spent on their network. Later, these points can be converted into money, paying off the accumulated at the box office. Profitable? On the one hand, yes. On the other hand, you yourself do not notice how the store forces you to spend more to accumulate more cherished charges.

5. Bait products

"Buy one get one free" is a good old marketing trick. Many peck on such a proposal, eventually buying more products than they need.

There are more subtle manipulations. The store offers some popular goods at a really good price. For example, meat in the season of kebabs or a large pack of diapers famous brand. This is a bait.

Profitable product is actively advertised to force buyers to look into a particular supermarket. But if I went to the sales area for meat or diapers, why not buy something else? It is on these accompanying purchases that the store does the cashier.

The gain he loses on the bait pays off with the extra money that customers leave in the supermarket. For example, Costco uses its famous grilled chicken. She is really very cheap at this store. But admit, you never went out of Costco only with this chicken, even if you initially followed it.

6. Complementary items

You go to the store for a pack of favorite crackers for your child. And next to the same rack you find baby chocolate and marshmallows. "Oh, how about the topic!", - you think and throw all three products in the basket. This is how such combinations work.

Some combo combinations are obvious, such as shampoo and balsam conditioner. Some are thinner, such as disposable plastic plates and beautiful paper napkins. It seems to us that we decided to buy napkins on our own. In fact, your alleged spontaneous purchase was predicted in advance.

If the hand reaches for a product that you did not plan to buy a second ago, just ask yourself: “Do I really need this?”.

7. Packaging in which products spoil quickly

Fresh bread is often sold in a paper bag. Handsomely? Fact. But it is not practical: the bread in such a package dries quickly, and you have to go to the store again. This is also one of the marketing gimmicks. Therefore, after returning from the supermarket, try to repack purchases so that they retain freshness as long as possible.

Фото: Depositphotos

8. Products with added value

Supermarkets are playing with prices, raising to the eye level those products that you especially want to sell, and lowering inexpensive goods that are disadvantageous to the store almost to the floor level. The “magic nine” effect is widespread, when a product with a price of $ 1,99 seems to buyers to be a better bargain than a product for $ 2.

Well dispersed goods, explaining to buyers why they should take. For example, a product may be labeled with the icon “Grown in our area, which means it will bring profit to our farmers.” According to the Sales of Local Foods Reaches $ 12 Billion study, buyers are willing to pay up to 25% more for such products.

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

9. Reusable branded ecobags

Reusable eco-friendly bags instead of packages - an ingenious marketing ploy! Firstly, they are branded: retail chains place their logos on them, turning buyers into a walking advertisement. Secondly, they make customers imbued with confidence in the supermarket: “Well, he must be careful about the environment!”. And thirdly, they increase the amount of the average check.

Harvard Business School has published a BYOB study: How to Bring Your Own Shopping Bags to Yourself, and the Environment, proving that eco-branded customers spend more. Getting into the care of nature, they first prefer the more expensive natural and organic products, and then, at the checkout, stock up on unhealthy products - as a reward for their own goodness.

10. Racks at the box office

Фото: Depositphotos

At the box office, marketers place expensive and not always necessary stuff: chocolates, jelly sweets in bright packages, ice cream, wet wipes, disinfectant gels for hands, condoms, and so on. The calculation is made on the fact that you, tired of making decisions on the trading floor, relax at the checkout and buy yourself (or no less tired than you, the child) the reward. And it works.

Little things on the counters at the cash register can be considered the store’s concern for the buyer: so you might have forgotten that you need wet wipes, and here they are! But if you returned to the trading floor, you would find similar wipes for the price one and a half times lower. It is inconvenient to return, so you buy goods at an inflated price, once again becoming a supplier of the "Golden Fleece" for stores.

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