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Today is a big day for all shopping lovers – the Black Friday promotion has begun. And this is one of the most striking examples of a marketing ploy. Big discounts encourage people to buy even what they don’t need – they not only increase store sales, but also free their shelves from long-stale goods. What other techniques do marketers use?
Pleasant sounds, aromas of expensive perfumes and coffee, aesthetic interior… In such an atmosphere it is easy to relax and give yourself the freedom to buy everything that seems necessary right now. And that then it will gather dust for a long time at home on the shelves.
Marketers know this and are willing to resort to subtle tricks to increase sales. Let’s talk about some of them.
1. Choice of music
Loud music is often played in the aisles of shopping centers. But as soon as you enter the store, it becomes calm and melodic. To stay in this comfortable state longer, we linger on trying on and buying goods.
In addition, such music has a relaxing effect on the brain. Slow tunes make us less alert, which leads us to spend more money on impulsive purchases.
2. Lack of windows and clocks
The visitor loses the sense of time and space and completely surrenders to shopping. Casinos also use this trick.
3. A large number of mirrors and proper lighting
Some marketers are convinced that people are naturally narcissistic, which means that their mood will rise whenever they see themselves in the mirror.
Moreover, with the help of properly adjusted lighting, we will seem to ourselves in the mirror more slender and tall. And, admiring the reflection, we want to please ourselves with new acquisitions.
4. Remoteness of cash desks
Quite often, cash desks in stores are located at the very end of the hall. Because of this, the buyer is forced, firstly, to view all the presented goods and, secondly, to go a considerable distance.
Few people want to spend time and effort without buying anything. For the same reason, some hypermarkets are located outside the city – after a long journey, a person finds it necessary to make a lot of purchases so that his time is not wasted.
5. The need to complete a real “quest”
In addition to the fact that the ticket offices are far away, you need to go through a whole maze of passages, departments and halls to get to them. This is especially true for various furniture and construction hypermarkets, but the same principle works in ordinary shopping centers. Complex layout also increases the value of the product in the eyes of the buyer.
6. Placing the same goods in different places
Have you ever seen some product at the beginning of the hall, and then also in the middle, and then almost at the cash desk? By the third or fourth “collision” with him, you will definitely have the thought: “Maybe you should still buy? ..” Moreover, given that you probably want to save time, you will want to buy an eyesore product just in case if suddenly there will be no way to return.
7. Small cash desks
And so we finally got to the cashier, where, as a rule, you have to wait for your turn. At this time, many people begin to analyze the need for purchases – it is at the checkout that most of us lay out what seems not so important.
So that the buyer could not refuse a spontaneous purchase, the checkout areas are made inconspicuous. As a result, the opportunity to lay out an unnecessary thing is practically absent.
8. Artificial demand
Sometimes marketers resort to this method. They deliberately remove part of the goods from the windows, creating the illusion of demand for it. It seems to us that it is good – after all, so many people bought it. So, we will definitely need it too! And now we are making another unnecessary purchase …
9. Numerous cafes
When we are tired and hungry, we do not care about long shopping. Much more I want to go home as soon as possible. But numerous food courts will not allow this to be done! Thanks to them, we can relax and refresh ourselves without leaving the shopping center. However, you will also have to return to shopping rather quickly, since it is not without reason that not the most comfortable furniture is in the food courts.
10. Friendly sellers
They make us feel like the center of attention. It seems to us that the amount spent on purchases is worth the raised self-esteem. What exactly do store employees do? Nodding encouragement to increase our loyalty to the product, bowing our heads, adopting “open” postures to appear more relaxed and friendly.
Not knowing about these tricks, we often follow fleeting desires and become victims of unreasonable shopping. Now, we are sure that it will not be so easy to deceive you!