How often do we go to a store for just one item and walk out with a shopping cart full? Understanding retail tricks might make us more aware of how to spend less on a shopping trip. Here are some to watch out for.
Smells - Smells are definitely part of the shopping experience. The wonderful aroma of fresh baked bread makes it a lot harder to walk past the bakery which is usually located at the front of the store. The same goes for the scent of freshly cut grass at the garden shop. Some retailers will even spray the scent into the air which subconsciously impels shoppers to spend more time in the store and ultimately spend more money.
Lighting -Stores have even been known to change the lighting in specific areas to attract us into them as harsh fluorescents don't cut it when it comes to setting the mood. It's easy to spot this in the coffee section where the idea is to make us linger by making the experience as much like being in a coffee house including the aromas.
Product Placement - Slotting fees which are usually paid by the large manufacturers play a role in getting the best eye-level spots in shelf placement. Often the smaller manufacturers' products are relegated to the top and bottom of shelves, and offer the best prices. Next time you are in a grocery store, check out the kid-oriented items such as sweet cereals and candy. It should come as no surprise that these are usually placed at a lower eye level.
Loss Leaders - If you have just run in for some milk, be prepared to go through the entire store to get to it. This same trick is used in electronic stores for big ticket items as well. There's even a name for these products. "Loss leaders" get customers all the way into the store where it is hoped they will be lured into buy more.
Retailers want shopping to be a sensory experience with the right lighting, aromas and engaging displays. We must be aware of these tricks and buy just what we came for.
[Photographs copyright by Linda Dunbar. Reproduction prohibited]
