10 Shopping Tactics That Make You Buy More
Recently I was walking around my local supermarket, one of the big two grocery chains in Australia, and started to ponder about the psychology behind the layout of the store.
It occured to me that visual merchandisers (people who’s living is based upon store design and layout) were paid extravigant numbers to run around and change how the store operates in order to further increase sales conversions. Things such as shelf height, product placement, ease of use and more are taken into account – all for the one purpose, that is to make you spend more money.
To get your thoughts flowing, consider this – why is it that a supermarkets number one selling item (milk) is placed at the back of the store? It’s not just because that is where the fridges are, it’s because they want you to walk past other products first. Interesting? I think so, so let’s move on and look at other ways they make you spend more money in both the supermarkets and retail outlets.
1. Store Location and Layout
As noted before, the location of certain products is crucial for supermarkets to make you spend more money. The milk will almost certainly be at the back of the layout and will make you walk past easily purchased impulse items such as junk food and bare essentials.
To put this to the test, I walked down both of the big two supermarkets to get some milk.
One store I had to walk past the chocolate and lolly section, with bright screaming signs asking me to spend money for super duper specials, I kept my eyes straight ahead and progressed!
The second store once again had the milk at the back and was situated right next to the entry to the junk food isle also, as before – I kept the milk on my mind!
One point for SavingsGuide.com.au and zero points for supermarket.
2. Supermarket Checkout
As I went to purchase my milk, guess what is at the checkout? More incidental items and quick buys. Junk food, cheap magazines, chewing gum, mints and even soft drinks on special. The supermarkets see this as the last chance to really upsell you and see if you want to grab something small for the road.
We cannot be sure of sales figures, but I would feel very confident in saying that it is likely those impulse buys of items such as chewing gum would have significant profit margins and in turn boost the major stores bottom line.
3. God that smell makes me hungry!
An interesting thing to remember is that smell plays a large part in consumer buying behavior. Take Starbucks for instance, they were once selling some food item (I can’t remember now, maybe Cinnamon toast?) and later removed it from their menu as the smell was over riding that of their coffee and actually created a sales drop.
So next time you are in a supermarket and the bakery section is cooking away, remember the above!
4. Wo-oh-oaaah! Listen to the music
Excuse the cheesy lyrics from the Doobie Brothers above, what we are trying to say is that music also plays a fundamental role in making you want to buy something.
The next time you are in a shopping centre, close your eyes and have a listen. Department stores will likely be playing soothing music, part of a strategy to slow you down and encourage you to take your time looking at all the items that surround you.
Supermarkets will play you easy going hits, ones that make you sing along and feel energised – this is said to increase your chances of impulse buying and moving away from your shopping list.
Boutique specialty stores will play music that appeals to their direct audience, giving them a sense of belonging. A great example was listening to ‘Eye Of The Tiger’ in Rebel Sport only a few days ago!
5. Show and tell
The visual merchandisers will purposely setup items to appeal to how you would use them. Consider when you go to Ikea and they have the chair you are after situated around a desk and 100% setup like it was in a home already. They do this to help motivate you and help the approval process of whether or not you would use that item.
6. HEY! Look at me!!
In order for you to purchase something, the retailer will try and make you stop. That is why they have attractive displays, bargain signs, special cards and more. They hope that by making you stop, they will be able to put the hard sell on you and in turn have an extra product jump into your trolley. If you like the look of the item, why not come back to it? It won’t run away.
7. Shelf height
Expensive items are situated on the middle shelf as it is at eye height. They want you to view the most expensive products first to then realise that the ones below and above are of lesser quality (though this normally isn’t true).
Childrens items are always placed at their height also – maybe we can blame the supermarkets for the invention of the tantrum?
8. Buy one get ten free!
There seems to be a never ending supply of multi buy promotions doesn’t there? Buy one shampoo and get one free. What a bargain! Or is it? Sometimes the prices are marked up to account for a few dollars of the other item, and do you really need another shampoo sitting there for 3months?
9. Size matters
Ok so get your mind out of the gutter and back onto this article! Notice how there is a million trolleys but limited baskets? This is one again a tactic in the pursuit of making us buy more. If we are dragging a trolley around that is very empty, we are more tempted to fill it. So always try and grab a basket if you are doing a quick shop, it will be lighter and easier to use and will save you a few dollars!
10. Taste testing and trying before you’re buying
Most supermarkets will setup taste testing booths for new product launches. It always amazes me how many people actually go on to buy those products because they felt compelled to or where hungry. It’s much like trying on clothes at a department store, you have the assistant following you around and asking if they can bring you other sizes and more – this relationship though it may feel subtle and helpful is just another sales motive that will help ease you into making a purchase.
Do you have any suggestions?
We want to hear how you avoid these traps, if you are a frequent victim of these traps or whether you know of any other tricks in the book! Leave a comment below!
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13 Responses for 10 Shopping Tactics That Make You Buy More
When I’m picking up a few things at the grocery store, I tend not to get a trolley or basket. That way, I will only buy what I can physically carry.
Fantastic tip V!
I feel that impulse buying is the number one thing that personally gets me all the time. I end up going to the store for just milk and bread and come home with deodorant, biscuits and shampoo (even though I have 10 bottles going already!)
Hey!!
Any woman knows all of that stuff and has done so forever.
But its a good idea to put it out there again for those who haven’t traditionally done the shopping but now have to.
Absolutely agree Margaret, simple yet interesting points to remember.
Amazing that people out there are paid 100′s of thousands of dollars to make you want to buy more on your shopping trips!
In NZ, Pak’nSave have all their fruit and vege first with the idea that because you’ve been ‘good’ and bought healthy stuff, you can reward yourself later on with chips, biscuits etc. And another thing they do is a layout whereby you can’t go into the store unless you’ve gone through the fruit and vege section. I just find that plain annoying and it turns me off the supermarket.
You’re wrong about so many things here. Milk is at the front of the store where I work (one of the 2 big supermarket chains in Australia). It has nothing to do with you walking past anything. It is the first thing you see when you come into the store, but usually the last thing a customer will buy because they like to keep their cold goods just that, cold. Also a great deal depends on how a store is allowed to put in cooling units, and where they can go without being an eye sore.
Products are placed according to what the companies pay the store. The more money they pay, the better location for their products. The store could care less what product the customer sees, just as long as the company pays up. We make most of our money from these companies, and a smaller percentage from the customer.
If youre in a supermarket and you can smell bread baking, its because it is being baked to sell. You try baking bread without a scent. Do you seriously think we do it delibeately to force you to buy bread? im sure a gluten intolerant person is able to resist so why cant you? Bread is baked early in the morning…not one single supermarket in this country (out of the 2 big chains) bake bread after 9am. It is all done at around 5am in time for when the doors open at 6/7am.
Supermarket music isnt there to make you feel energised..trust me, I hear it all day long and we tire of it as much as you do. Like anywhere else, we pay royalties so that you can enjoy music while you shop. If you feel uplifted by it then great, we made you feel good. If you feel the need to spend more money when you feel good then that is an issue of your own.
“The visual merchandisers will purposely setup items to appeal to how you would use them. Consider when you go to Ikea and they have the chair you are after situated around a desk and 100% setup like it was in a home already. They do this to help motivate you and help the approval process of whether or not you would use that item.”
Better than looking at a bunch of boxes stacked up on each other dont you think? Customers like to see before they buy…dont you?
Multi buy promotions are offers by individual companies. They allow supermarkets to buy more stock at a reduced price, and the savings are passed onto the customer. But youre right, we should keep it for ourselves. *ROLLS EYES*
Lack of baskets is mainly due to theft as well as the general expense of them. trust us, we like them as much as the customer does. Stores that do not keep up with the supply and demand of baskets are just lazy, and customers should complain about getting more ordered in (even though they shouldnt have to). Our store orders a lot as often as possible. We also like to provide a lot of trollys.
Taste testing is set up by sales reps and not by the supermarkets request. We find reps annyoing and in the way, but its how THEIR companies make money and a lot of customers love free samples. If you dont want it, say no. Its that easy.
I am not a store manager, just an employee. But I think that you should get your facts straight. You dont know as much as you think you do.
I had a friend who learnt most of what you’ve explained at uni – why would someone make a personal attack on someone trying to help others save money? I find paying more for an item at a small independent grocers saves money, because unlike shopping at a large supermarket you often only come out with what you’ve went in for and nothing else! I shop at a large supermarket once a month (I’ve four kids), I buy meat in bulk from a butcher and fresh produce from a farmers market. And as for snacks, I bake these myself from staple ingredients. As for the previous persons comments, unless your in a management level position with knowledge on the sly ways of marketing, I suggest you don’t criticize others, you come off looking arrogant and silly. Go to uni and study marketing – then eat your words.
Hi Angela,
Thanks for your kind words! We felt a bit hard done by from the previous commenter also. Really appreciate the support! =)
Alex
Go shopping on a full stomach and without the kids. When you are hungry you tend to buy more “snacky” items.
Kids, where do I start! They are either bugging for treats to be bought, distracting you with stories and mis-bahaving or slipping things into the trolley while you are not looking.
Hi Alex,
Our 2 stores make you basically walk past ‘sensible type food’ to get to the milk, like that of fruit, vegies, meat or other dairy foods.
At the checkouts, I actually don’t notice if there is junk food or not. At the self serve, there is no junk food and I normally am interested in just getting the transaction done, scanned so I can leave the store.
I normally try my best at sticking to my list.
Our stores don’t have a bakery, but they do have hot chickens, which smell nice, however the price of them, usually around the $10.00 mark, is out of my price range, so I don’t get one. Only unless it is reduced because they want to get rid of it, I may consider it, then.
Thanks,
Sue
I went shopping this afternoon after work, with intent on buying bread and avocado and ended up buying Weight Watchers meals (3x$10.00)
I put these items in my arms, as to avoid a basket as I can easily load it with Items I DONT NEED!
Being a single adult, I do not Like being offered ‘buy 1 item, get 1 free’ it just frustrates me! Also that self service yourself checkout – I loathe it! It’s cheating a younger person out of a job.
Hi Marlene,
Love your tip for not using a basket!
I agree with you – the ‘buy one, get one free’ offers can make you feel guilty for not buying. Especially not helpful if you have a small fridge or limited freezer space.
Hi Sue,
It sounds like you do well at avoiding the impulse buys we mentioned.
As you said, the ‘sensible’ foods are always on the way to the milk section. Makes me think I should stock up for the weeks lunches ahead etc (only to have them go rotten because I didn’t plan ahead well enough)
Thanks for sharing your tips and look forward to reading more!
Cheers,
Alex
