Oriented on making people closer

There is a whole system and unspoken rules of stores that try in every possible way to make you come home with full packages. Marketers work wonders with consumer thinking and imperceptibly push for purchases. In this article you will find the most popular marketing tricks that you encounter on a daily basis. And also tips on how not to succumb to them.

1. The illusion of scarcity

The reception is used both in online stores and in regular ones. For example, next to the "buy" button, they indicate that there are only a few items left: "last item", "3 jokes left". Emotionally, this limitation pushes you to buy faster. According to this principle, they work with hotel rooms or air tickets: "there are three seats left for the flight at this price."

In offline stores, products of popular brands are not displayed in full. Visitors are sure that the goods are in short supply and purchase it. Sometimes they try to sell expired goods in this way.

How to avoid:

If you are looking at limited products online, look for them on other sites. Perhaps – you will find similar or a lower price. In an ordinary supermarket, do not go on about spontaneous desires. Go to the store with a shopping list.

2. Goodies at the checkout, and bread in the far corner

The location of shelves in supermarkets is never random. Impulse demand goods (chewing gum, sweets, chocolates, coffee) are placed near the cash register. And the most popular food products are always in the back of the store. After all, until you get to them, consider the rest of the goods.

Vegetables and fruits are put at the beginning: first the buyer buys what he came for, and then he can safely study the rest of the products. There is also a rule of "cross-pollination" when complementary products are close to each other (tea and sweets, pasta and sauces).

The principle also works online. When viewing a product, a tooltip appears or there is a section "buy with this product".

How to avoid:

Determine in advance what you need to buy and at what price. Calculate approximately the amount and take it with you only so as not to spend more. If the store is familiar, plot an approximate route and stick to it.

3. Freshness is not in the first place

In the supermarket, they always try to sell the product with the shortest shelf life first. Such a product is put in the first rows. And fresh, newly brought goods are displayed under the wall.

How to avoid:

To buy the freshest milk or cheese, take a look at the latest rows of product listings.

4. 1+1 promotion or discount for the purchase of several products

The easiest way to sell a product that has lain in stock is the "two for the price of one" promotion. A very popular technique that works equally online and offline. Very often we do not need a second similar product, but the offer to get it for free pushes us to buy.

Various discounts also apply in the same way. By purchasing a product, we do not save money, because before that, the cost of the product first increases, and then a discount is given.

Even at discounts, goods of reduced volume are often exhibited: for example, 0.7 liters of oil or 0.8 grams of cereals. Although for this 10% surcharge, you could get a liter of oil or a kilogram of cereals without any promotion.

How to avoid:

Carefully check the information on the price tag and receipt. Another discount may not be specially punched at the checkout, hoping that it will be awkward for a person to argue or refuse. Also, before buying, do not be lazy and calculate the real discount that you will receive.

5. In front of the eyes – the most profitable for the seller

The location of the goods on the shelves matters. At eye level – advantageous positions for the store. Everything that is higher or lower – the price is different. In online stores, this is displayed as a sort by default – at the beginning, what they want to sell is stronger.

On the bottom shelf are placed goods that are not bought impulsively. In any case, they will bend over them – flour, salt, oil. The top shelf is a product "with a status" with a corresponding price. And in the middle, the ideal option is neither expensive nor cheap. It is this product that brings the greatest profit to the store.

How to avoid:

Inspect the shelf to find a profitable product. If you buy in an online store, do not let yourself be deceived by the "most profitable" label. Choose a service or a product according to your needs and feelings of price.

6. "Hit sales" and "best price"

Marketers add such marks on price tags and products to give a positive characteristic to a thing. These products are often advertised by a famous person or an expert. The buyer trusts advertising, which means he buys the product.

How to avoid:

Study the reviews, compare the price of the product in different stores, read the composition or description on the label. It is likely that you can find a cheaper analogue with the same characteristics.

7. Discounts on price tags

There should be a discount on the product – this is an unspoken rule of all stores. Moreover, often the promotional price is the full price, and the base price on the price tag (which is crossed out) is a common invention. This is called the "anchor effect": the buyer gets a starting point and sees the benefits.

Another shelf with expensive goods put very expensive. The buyer sees the price range and is sure that he is buying the most profitable.

How to avoid:

Study the characteristics of the product you want to purchase and compare it with the cheap one. Try to understand the real advantages and correlate them with the price.

8. A price that ends at 90 or 99

Ending the price at 99 is another trick. Since many people still believe that instead of 1,190 manats, they should pay 1,100.

How to avoid:

Always round the price tags up, and not vice versa: the price of 1190 is 1200 manats, not 1100, as it seems at first glance.

9. Demand simulation

The technique is used in online sales. While exploring the site, a message appears that 5 more people are currently viewing the product with you. Fearing that the product will slip out of our hands, we immediately order it. The timer on the website that shows the time until the end of the action is another psychological pressure tool.

How to avoid:

Approach it wisely. We don't live in an era of scarcity. If the thing is popular, it will definitely be sold again. Let it be in another store or after some time. Close the site for 15 minutes, and during this time think about whether this product is so important to you.

10. Fragrances and music for offline stores

The shops smell delicious pastries or coffee. This is not always a natural process, but a thoughtful move (unless the store has its own bakery). Often it's employees who warm up something in the microwave or brew coffee for themselves.

Intrusive music also seems to work. It reduces vigilance, relaxes, causes an association with a particular store.,

How to avoid:

Go shopping full, so that the flavors do not stimulate the appetite and do not lead to expenses. Also be collected, not tired. Listen to your music with headphones so as not to pay attention to the melody in the store.

11. Rearrangement in the supermarket

From time to time, complete redevelopment takes place in the stores. This is done so that you no longer know exactly where the right product is located, and you had to consider all the racks. Thus, your shopping cart is replenished.

12. Large carts

Often in stores, the ratio of carts and baskets is unequal. Another way to get the buyer to buy more. If the cart is only half full, on a subconscious level we want to fill it.

How to avoid:

If you are not going to purchase a large quantity of goods, take a basket with you. If you still had to take a cart, it's okay if there are only a few goods in it.

13. Children in the store

Going to the store with children is a big mistake. Be sure that the child will want to take some sweets, toys, etc. To avoid hysteria, parents, as a rule, buy these sweets for their children. Please note – all products designed for children are on the lower shelves, that is, at the level of the child's eyes.

How to avoid:

Do not take your children to the store with you or arrange with them in advance that you will not buy anything today, but put this money, for example, in a piggy bank.

ORIENT

Photo: Canva