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Marketing Secrets: How Stores Make You Spend More

Very often, going for a particular purchase, people return home with full packages, not realizing that they simply fell for the trick and marketing ploy of the store. Especially for AdMe.ru the marketer has revealed secret tricks that they usually try to carefully hide from shoppers in stores. Next - from the first person.

Hello everyone! My name is Pasha, and I have worked in marketing for over 10 years in large international corporations and retail chains. I know a lot of clever tricks my colleagues use to get ordinary people to buy a lot more than they need to. Why is it profitable for retailers to have a bonus card, what is the "pink tax" on goods for women and why everyone is so fond of collecting stickers with discounts - you will learn all this from this article.

  1. Cells for storing things are not for protection against thieves

The cells for storing bags or bags at the entrance to the store are not set because retail chains are afraid of thieves who can quietly hide goods in their backpack. In fact, such lockers are needed only to free the hands of the buyer. After all, if a heavy bag does not hang on your shoulder, then the chance that you will buy more things is much higher.

  1. Carts make you buy longer and more

The special trapezoidal shape of the trolley was designed to make you feel like you didn't buy too many products - until you start putting them in huge bags at the checkout.

Carts every year a little "get fat." So, according to experts, since 2009, the size of trolleys in stores has increased almost 2 times, due to which sales increased by 40%.

It is also no coincidence that tiles are often used as flooring in sales areas, which makes an empty cart shake, so that you move even slower. You want to fill it up as soon as possible so as not to hear the rattling.

There are additional tricks so that you do not want to leave the store: for example, charging for the phone, which is installed directly on the handle of the cart.

On the subject: 10 marketing tricks that make us spend more

  1. Free Gifts to Pay For

Each time you give a small gift for a purchase for a certain amount (most often it is a product aimed at children), you fall for a simple marketing ploy. Now the child will want to collect the entire collection, and each time you have to purchase goods only in this store and purchase for a strictly defined amount.

  1. “Pink tax”, due to which women pay more

The Pink Tax is a pricing trend where products for women are several times more expensive than identical products for men. Often they have bright pink packaging, but in terms of their characteristics and quality they are not inferior to men (for example, razors). According to the study, goods for women are on average 7% more expensive than goods for men.

  1. Discount stickers as a way to play with customers

Many of us in childhood had albums in which it was necessary to collect stickers or candy wrappers from gum and sweets, and this was a certain excitement. And although we have already grown up, marketers in retail chains remember our childhood hobbies and come up with bright booklets where you need to collect stickers in order to get a discount.

And here the game begins, because if you filled all the cells, you already feel like a winner and you want to buy a thing from the catalog much more. Although if a frying pan or suitcase with an identical discount just stood on a shelf, then you would most likely pass by.

On the subject: How shops make us spend money during the holidays: 10 tricks

  1. Loyalty card to keep track of you

If you have a bonus or discount card of any trading network, then you feel like a privileged buyer, especially if it is written on a piece of plastic that the card is premium or gold. Yes, with such cards it is really profitable to buy goods on stocks, but their main task is to collect information about your purchases.

When you fill out the form, you indicate your age, contact information and in most cases subscribe to the advertising mailing list. Your personal information is legitimately (you yourself signed the application form with the conditions) used by the trading network to find out much more about you than you can imagine.

For example, marketers know that pregnant women often buy odorless cosmetics, as well as certain vitamins, calcium, magnesium, and zinc. They see a list of your purchases if you use a bonus card, so it will not be difficult for them to guess that you are in a position. So, it's time to send you advertising with stocks on children's products.

  1. The illusion of cheap goods

In any stores you can see such baskets or pallets with a mountain of discounted goods. The fact is that these same products can neatly stand on shelves, but you will not pay attention to them. The effect of a small mess (for example, when a lot of clothes are dumped in a similar basket) creates the feeling that the goods are much cheaper than things that just lie on the shelves. Typically, these promotional items are in the most passage places, so you just rested against them with your cart and lingered for a few minutes to see if there is anything interesting there.

On the subject: Why even smart people are fooled by advertising, and how to protect yourself

  1. Anti-theft gates count buyers, not thieves

In many stores there are such constructions called anti-theft gates at the entrance. Their main task is not to monitor the thieves, but to count how many customers have come to the store. Thus, retail chains take into account how many people made purchases and how many left the store empty-handed, analyzing the success or failure of the next promotion. You may even have noticed sometimes that sellers in such stores often bypass this gate from the side or bent down so that the system does not mistake them for buyers.

  1. How we are forced to buy ordinary things in unusual packaging

Another trick is to sell ordinary goods under the guise of a souvenir, because then its value can be increased several times. For example, you can put shower gel with a washcloth in a stylish box or put cheap spices in beautiful jars.

The price of such sets is usually overpriced, because marketers understand that you will not give a very cheap gift and will gladly part with money so as not to rack your brains on ideas for surprises to your relatives and friends.

  1. We ignore the details

Marketers know how to profitably present the benefits of a product and how to mislead a customer. For example, if we have a package of our favorite pear juice in front of us, then we won’t notice that somewhere on the side of the box was an image of an apple, and indeed in fact it is apple juice with the taste of a pear, as evidenced by the composition of the product.

Advertising specialists insure themselves against possible claims, because in fact there is an apple in the picture, it is indicated in the composition, therefore their conscience is clear, and the fact that the buyer did not see something is no longer the seller’s fault.

On the subject: There is no anonymity: who and how is following us on the Internet and what can be done about it

  1. Serving Size Affects Our Behavior

Gradually, the chocolate wedges do more so that customers do not worry that they eat too much sweet. After all, as usual, they ate only one slice, only a little larger than before. So the sweet tooth is forced to buy more, because the chocolate ends faster.

Also, often manufacturers of goods go one more trick: they change the weight of the product without changing the packaging we are used to and reduce the price. For example, instead of the usual 200 gram oil package, we buy a new 180 gram oil, but at a discount.

  1. Marketers don't want men to shop with women

Marketers know that women are more spontaneous in their desire to buy something than men. Therefore, store planners often place goods for men closer to the entrance to hold them while women fill the trolley.

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10 marketing tricks that make us spend more

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