“The odds of going to the store for a loaf of bread and coming out with only a loaf of bread are three billion to one.” Erma Bombeck
Have you ever heard of marketing strategies? Those are the tools that companies and stores use to get you buy their stuff! They rely on the consumer experience, which is not merely designed but engineered! Let’s learn about their tricks!
They make you feel nostalgic
Recent research shows that nostalgia makes people value money less. Moreover, it makes them willing to pay more for the purchase. Have you ever had a nostalgic feeling while shopping? According to the research, it happens very often to all of us, and the sellers know how to use it against us!
They use smaller packs to make you buy more
If you wanted to buy less while buying mini-packs, this research will show you the reason you will end up consuming more. According to the study, ”If the price per ounce of soda does not change between the varying conditions, soda consumption may not decline when bundles are offered in lieu of larger cup sizes.”
They make you confused
Have you ever wondered why all the sweets and snacks are in the front rows of the store? Well, because they want you to lose your focus! This makes people spend more on impulse purchases. According to a research made by a Professor Wendy Liu, being interrupted during shopping makes you less price-sensitive.
They make you believe in non-existent discounts
Researcher Lindstrom said that when stores add, for example, the sentence “maximum six cans per customer” to the price tag, this causes sales to jump. Even if there is no actual discount, people have the illusion of a discount. Admit it – you know what we are talking about here, right?
They treat you well to behave well
According to a study published in the Journal of Consumer Research, taking even a single chocolate piece increases people’s desire for nonfood luxuries right after eating. These include expensive watches and Mac laptops. Just amazing!
They use social networks
Have you ever heard that saying: “Do not miss this beautiful…” something, something? Well, it is all over the networks dragging you to the stores just because you got the feeling you could miss something. However, there is actually nothing to be missed in the first place. They are psychologically forcing you to visit their store (whether a real one or the online store), luring you into buying something additional from their offer.
They don’t use the currency signs
Have you noticed this practice in the restaurants and stores, the prices without the money signs? We bet you have never paid any attention to it. You know what, it is not designed to look minimalist! One study showed that leaving out currency signs makes people spend 8% more at restaurants. This is not a percentage to be ignored!
They match colors for you
Just think about this for a second: during the autumn, which colors prevail retail stores? Orange, yellow, brown, and gray perhaps? Yes, those are the colors of the autumn. The sellers use colors to make offers you couldn’t resist. Psychologically, of course. Some of them group, for example, brown, orange, and yellow shades of bath towels with brown, orange and yellow shower curtains. On the other side, gray and black rugs are accompanied by gray and black bath maths. Would you buy just one of them or more?
Now, what about the store ambiance?
Oh, how you enjoy buying things in that store with your favorite music! But will you still go there when you realize that they were tricking you into buying more than you really want to? There is evidence that ambient sounds and smells actually make you less careful in spending your money.
For example, in an appliance store, research was conducted by a man called Lindstrom. He pumped in the smell of an apple pie. Could you guess what happened afterward? Well, the sales of ovens and fridges went up 23%. Another revelation he came across was that alternating German and French music in a wine shop influenced the purchases. When French music played on, people mostly bought French wines and vice versa.
Even background sounds which are actually not music can make you spend more. A research showed that the distraction of noise makes people buy fancier sneakers. Can you believe all this?
Can you believe all this? Do you want to remain a subconscious impulse buyer?