Are shoppers being setup to purchase more items than they planned for?
Tales abound of shoppers who entered shopping malls and bought items which they didn’t need or never intended to buy.
Over the years, shopping malls and supermarkets have invested in research and spent lots of resources to devise better strategies of inducing their customers to buy more.
Their approach could be as simple as offering discounts or as invasive as changing the layout and redesigning an entire store to entice and convince customers to patronize them.
Don’t let the shopping malls and supermarkets outsmart you. Since Ikwikwi the owl has learnt to fly without perching, Osuagwu the hunter must learn to shoot without missing.
Shops have devised astute ways of inducing us to buy more. We need to adapt and out-think them.
They have realized that most of us shop with our emotions more than our intellect.
Some of their subtle ploys include:
1. The prices end with .99 or other odd number
Supermarkets and malls utilize psychological pricing strategy referred to as odd pricing which involves ending product prices with odd decimals rather than whole numbers.
Research indicates that odd prices gives the customer an impression that the item is cheaper than it really is.
This means that a customer might feel that he or she is paying 9 naira for a 9.99 naira priced product rather than 10 naira.
2: They place those big shopping carts at the entrance
You are likely to buy less if you hold your items in your hands or use a smaller basket. But once you select the big shopping cart, you will buy more. The big shopping cart will mask the quantity of items you purchase as you drop the items there.
Some of us need to pick an item or two. But because others are using shopping carts, we also join the bandwagon. After you drop the few items in the cart, it still looks empty and you might be tempted to add something else to “fill up” your cart.
Who sent you?
One proven methodology to ensure you shop on your own terms is to draft and make use of a shopping list.
I know some of us use the carts for our driving lessons. However, if you must use the cart, stick to your shopping list.
3: They slow you down with soothing music
Research indicates that the more time you spend in a shopping mall, your likelihood of purchasing items increases.
So what do these supermarkets do?
They play trending or soothing music to slow you down.
While shaking your head to Flavour’s “Virtuous Woman”, you forget that time is going. As you spend more time, you pick more items. I can’t stop you from listening to the music. Just be mindful and ensure you don’t deviate from your shopping list.
4. They periodically change the layout or provide distractions
Just when you thought you had understood the layout of the store, they change everything.
This ensures that you spend more time looking for what you intend to purchase and further increases your likelihood of buying other stuff.
They can also place tables with selected items in your path so you slow down going around the table further slowing you down.
5: They put the essentials like beverages and dairy at the back
One of their tactics is to place essential items like beverages and dairy at the back of the store.
So before you get to them, you pass rows of less essential items like batteries, phones, hardware tools and so on. This increases your likelihood of buying these less needed items on impulse. I won’t advise you to close your eyes to avoid colliding with a fellow shopper.
But remember why you came to the mall. The temptation to fill up your shopping basket/cart is a strong one.
6: The more expensive items are placed at eye level where you can easily see them
Supermarkets and malls put a lot of effort into the physical arrangement and look and feel to increase sales.
One popular tactic is to place items that are expensive or have high profit margin at eye level where adults can easily see them.
They can also place items meant for kids below adult eye level so kids can see these items.
Statistics indicates that shoppers usually spend more time looking at items placed at eye level.
This usually also means that a buyer is likely to purchase a more expensive item placed at eye level rather than the cheaper alternative place below eye level.
I know you are going higher, yes you are. But just ‘bend down low’ for a moment. The cheaper alternatives are usually lower. “No let dem use you meet target”
7: They put sweet stuff with great aroma like bread, chicken pie and so on in front
I told you. Supermarkets and stores can be wise as King Solomon. If you notice, most supermarkets place their bakeries at the entrance or close to it. Don’t make the error of assuming they do this for your convenience.
These things have a nice aroma and trigger your hunger thus luring you to spend. If possible, try to eat before shopping. Your account balance will thank you later.
8: They promote impulse buys with nice things at the checkout counter.
Ever noticed all those nice things at the checkout counter? They are meant to appeal to your impulse. These are usually small items that can easily be added to your shopping cart/basket.
Stuff like chocolate, magazines, kilishi and so on. They are setting you up to indulge your impulse. Before I can shout “defect”, you have added two packs of kilishi and one Playboy magazine to your cart. Chai.
9. They tempt you with bargains
Bargains are designed to make you purchase items that you hardly need. Inasmuch as some bargains are good, many of them aren’t. If you study closely, you might discover that the 100 naira detergent you thought was too great to pass on has been the same price for the past 4 months.
Buy 5 packs of shaving stick and get one free. Do you really need 5 packs?
Or get a free toaster when you buy a microwave oven. It might not occur to you that you are not a fan of toast bread.
Before you debilitate your account balance with a perceived bargain, ensure that it is truly a bargain and that you truly need the item.
Conclusion
Their tactics to separate you from your money are too numerous to mention here. When shopping, try to go with a list and stick to it. Don’t buy those jeans because the other person did. You don’t know if his father is a governor or his uncles own oil wells.
A significant percentage of items are bought on impulse. The solution is to plan your shopping and tame your impulse.
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