Each of us is aware of the fact that stores are undertaking all sorts of tricks in order to encourage consumers to leave as much money with them as possible. But not everyone has a clear idea of exactly how this is done. In reality, there are many tricks, for example, such as tracking with hidden cameras how money is spent; the use of floor markings to slow down the speed of the store. All this is necessary in order to increase consumer spending.
Spy mannequins
It is possible that when you were in the store, you felt that someone was watching you. In fact, your feelings have not deceived you, this is indeed what is happening. In some places, hidden cameras are set in mannequins to study consumer habits. Besides the fact that thieves are tracked in this way, the management of the outlet can see the expression on your face and the route along the hall.
Modern technologies allow you to navigate when you suddenly need help in selecting goods. Sensors detect pupil dilation, heart rate when making a purchase. Thus, sellers try to determine which products are popular without resorting to interviews and focus groups.
Even the floors are not idle
You must have noticed striped markings on the floor in the supermarket. It turns out that it is applied specifically to control how fast you go around the store. Studies have shown that the convergence of lines can help slow down the buyer’s step, which stimulates him to focus on certain products, and, therefore, to an additional waste of money.
Looking at the lines located in parallel, consumers perceive them as paths leading to the goal. The same can be said about the location of plates of different colors, which is also designed to manipulate the mind of the buyer in order to stimulate purchases.
Color contrast effect
Marketers pay much attention to the colors used in stores. Common is such a technique as contrasting shades. For example, at the entrance to the supermarket you may be greeted with warm colors, such as orange, pink, red, yellow. But going a little further, you find around yourself such colors as green, blue, white - that is, cold. According to researchers, such a variety improves mood and allows you to feel like a welcome guest in these walls.
The effect of relaxing music
The music that is heard in the store is also specially selected. So, for example, a slow melody makes the buyer slow down and carefully consider the proposed product. And relaxing background music brings the client to a calm state, contributing to a pleasant time spent in the store. It is believed that classic works push for more expensive purchases.
The illusion of increased demand
In clothing stores, such a trick is used as deliberately careless placement of goods on exhibition tables. In this case, marketers strive to give visitors the impression that a large number of people are interested in clothing, which is why it is scattered. Under the influence of this thought, the consumer has a desire to acquire something similar, too, and he takes out his money to leave it in the store.
Nice smell
Stores often make an attempt to attract a buyer with the help of influence on their olfactory receptors.There are studies suggesting that this technique works, increasing costs by more than 20%. Often, for this purpose, the smell of conifers and citrus fruits is chosen.
The chain of stores often uses the same flavor to create a strong association with the brand. So, in the outlets of "Hugo Boss" you regularly feel a musky smell with an admixture of citrus notes. He impresses both sexes and helps the brand create personality.
Don't believe your eyes
Product placement also affects the ability to make a purchase. The use of this technique is traditional. The product that the store currently needs to sell in the first place is at eye level. It is clear that in this way the buyer will distinguish it from others. As a rule, this is the most expensive offer. If you look above or below this place, you can find that there is something cheaper. Similarly, expensive products or things are placed at the level of children's eyes.
The essentials are at the end of the hall.
In supermarkets, managers pay great attention to the location of goods on the trading floor. Those goods that are essentials (bread, milk, eggs), as a rule, are placed in such a way that they can be reached after passing through almost the entire store, and along the way get acquainted with the entire range.