A study conducted by Bayes Business School in London revealed that supermarket cart design can increase customer expenses by up to 25%. The investigation focused on a new cart model, where the horizontal bars were replaced by side rings, which activate the biceps muscles when used. According to experts, this small detail unconsciously affects consumer behavior, leading customers to buy more. In this article, we will tell you not only this technique, but other techniques that supermarket chains use to make the customer spend more money.
Data show that customers who use traditional carts spend on average 26 euros. On the other hand, those who experienced the cart with side rings spent an average of 8.25 euros per purchase. Although this relationship may seem uncommon, the results of tests performed confirm the effectiveness of design in increasing consumption.
But the carts are just a piece of Puzzle. Then we will make you known more techniques much used by supermarket chains that, perhaps to this day, may never have noticed, unless you have worked in a supermarket and, consequently, has been instructed to do so that way.
Supermarkets use various strategies to maximize sales. One is the organization of products on the shelves. The highest profit margin articles are placed at the height of the eye or at the trunk level, facilitating their visualization. Less profitable products are often positioned on higher or lower shelves, forcing customers to squat or stretch to reach them.
Another trick is the strategic disposition of products for children. In sections of snacks and sweets, children’s articles are placed on lower shelves, available to the younger’s view. The packaging, often decorated with popular characters, is designed to draw children’s attention, influencing parents to add them to the cart.
In addition, psychological strategies such as prices ending in “, 99” also play an important role. This method, known as “psychological price”, leads the consumer to interpret 1.99 euros as “1 euro” instead of “almost 2 euros”, as advances.
Promotions 3 × 2 are another common example. Although they have an attractive discount, they are often associated with products near the end of their validity or with excess stock. Thus, the true benefit falls more on the retailer than the client.
In recent years, large supermarket chains have refined these tactics to lead people to spend more money, relying on advances in neuroscience and consumer behaviors. The goal is to create a more engaging shopping experience, while increasing sales, exploring customer unconscious decisions.
On the next visit to the supermarket, be aware of these strategies. Recognizing them can help you make more informed choices and avoid unnecessary expenses. After all, knowledge is the best tool for conscious consumption.
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