Not only competent manufacturers, but also skilled sellers are inclined to uncontrolled consumption of a person. At the heart of rash purchases and unnecessary spending are some of the techniques of neuromarketing - the science that looks into the soul of the buyer.
Habitual marketing moves in retail trade are not limited to advertising campaigns, total and seasonal sales, “two for the price of one” or “all for 100” promotions. Popular and expensive goods are always located at eye level, while cheap and unpopular ones are located on the lower and upper tiers. The volume of purchases increases if instead of a basket you take a large trolley: you will intuitively want to fill it so as not to leave the labyrinths of the supermarket empty-handed. But not only this affects the buying activity and the increase in expenses, which we sometimes do against our wishes.
Relaxation mood
Climate control, unobtrusive music, well-placed light accents, beautiful showcases, impressive colors in the interior, comfortable armchairs and sofas. All this will improve your mood, even if you went to the mall in a not very good mood.
It is associated with rest and how you will brighten up the waiting while the seller is looking for information in the computer, went to the warehouse or prepares documentation. You will be treated to caramels, offered a cup of tea, and presented with a "compliment" from the establishment. And at this time, they will persuade you to become a regular customer, to issue an accumulative or discount card.
The purchases made during travel often turn out to be impulsive and thoughtless: a relaxed and relaxed vacationer buys worthless souvenirs, buys unsuccessful gifts for friends and family, falls for deceiving tourists at an overpriced or fake brand.
Related goods
A polite and attentive seller will not be too lazy to ask you several times if you have forgotten anything, and will offer the necessary little things at a reasonable price. So there are: candy for wine, a cover for a new phone, care products when buying shoes. At the checkout, the gaze falls on small things: batteries, lighters, cartridges for shaving machines and other "consumables". The trick is that those positions are laid out here that are more expensive than on the trading floor.
The Hunger Games
If you go to the store "on an empty stomach", you start buying everything that looks delicious and exudes aroma. This is used by mini-bakeries, tempting with the smell of fresh pastries, and coffee shops with the scent of the "drink of the gods." Chocolates are often located next to bookstores (cocoa aroma is said to motivate the reading public to look through and choose a book).
Spending on prepared food increases not only among the hungry, but also among the upset person. In the supermarket, the legs lead themselves to the “snack”, convenience and cooking areas. This increases purchases in the grocery basket by 30%.
Price anchor
When posting colored price tags with discounts, sellers are guided by the “base value” of a given item in a competitive environment. In comparison, any offer for a buyer who knows the average price of analogs looks tempting.
The “catchy” prices are non-circular prices ending in 90 or 99, which we mentally round down. Marketers are playing a numbers game by offering a discounted low-selling product: the emphasis is on the odd numbers at the end of the amount, which are visually more loyal.
Rush demand
We do not tolerate product shortages well. Few people will be happy with a statement like "just ended" or "sorted everything out." It upsets when your size is crossed out on the price tag of the model of clothes or shoes you like. In conditions of scarcity, getting what is needed becomes a matter of principle for the buyer. And this "pours water into the mill" of trade.
Among the tricks that help create the illusion of scarcity in retail stores are half-empty shelves with supposedly quickly sold out products. In online commerce, popular methods are counters: “they are looking at this product with you”, “added to the wishlist”. Often, to initiate the payment process, a message stating that there are several units left is enough. The more competition for a product, the stronger the desire to purchase it.
Charisma and attractiveness
Posters with silhouettes of model people, faces from the covers of glossy magazines, next to which large mirrors are inadvertently placed - one hundred percent falling into the inferiority complex of the layman. Dissatisfaction with your appearance will push you to purchase an expensive but fashionable piece of clothing or accessory.
The bags and shoes located next to the clothes encourage a complete renewal of the image. The desire is triggered with the help of new things to hide figure flaws or to emphasize favorably your "zest". From such purchases, significant damage to your personal budget is guaranteed.
You deserve it
Buying luxury goods is a source of pride and excitement. Effective branding creates the “image” of a fashionable product. To attract attention, the most expensive and trendy things are placed at the entrance. And for the usual cheap items you have to march to the “end of the tunnel”.
The floor covering is cleverly matched in texture and color: a wide pattern (it is usually done in transitions) makes us accelerate our pace; a person walks more slowly on small tiles and is ready to stop to look at the window. It will certainly display an attractive and expensive product.
The cocktail party phenomenon
Any personalization elements that create the familiarity effect stimulate purchases. A friendly address to the customer by name, a bonus on his birthday, sending an e-mail gratitude for the purchase, mailing personal selections, reviews of new products and price comparisons. There is a feeling that the recommendations come from people who can be trusted.
Children need everything
The child, who was taken with them to the shopping mall, literally helps to increase expenses. Colorfully packaged goods are located on the lower shelves and near the checkout so that he can easily take it and put it in the basket of a distracted parent for a moment. Characters painted on boxes of toys, drinks, or snacks tend to look down and meet the eyes of a toddler.
Children will certainly ask for small money so as not to pass by the machine with sweets, chewing gum or soft toys. Well, when a chip is given for a purchase for a certain amount, which implies the further collection of a collection of characters from their favorite cartoon or video game characters, adults have to “finish off” the check before receiving the bonus.
Social approval
At the heart of promotions is to draw attention to the positive aspect of the product. If in the opinion poll the votes of consumers “for” and “against” were distributed as 80 to 20, then we would rather buy what 80% of respondents liked than what 20% of them do not recommend. Reframing the same information in the right perceptual template is the essence of reframing.
An important role in the decision to buy is played by the reference to the popularity of the product or the assessment of experts. These can be advertising slogans stuck in your head or attractive inscriptions on the packaging: “90% of moms recommend”, “a reliable remedy - the choice of dentists”, “tested by specialists”, “brand of the year” and so on.
The effect of a painless payment
It's hard to part with money if it's cash. The sight of a decrease in the number of bills in the wallet makes one think about the expediency of spending and the need to save. Another thing is transactions using bank cards and electronic wallets. Non-cash funds are controlled indirectly, and therefore are spent more easily. It is so easy to pay with borrowed amounts that payment from a "credit card" is called a "painless payment".
The widespread practice of non-cash payments and cashback systems, Internet banking and mobile applications increase the average purchase with acquiring compared to retail cash payments by 10 - 25%.
Happy hours are not observed
The longer shopping lasts, the more fruitful it is. The variety of goods is captivating, successful purchases delight, leisure activities are interesting. Especially if you go to a shopping and entertainment multiplex in a company with relatives or friends.
Two factors contribute to the loss of control over time: there is no access to natural light (there are no or tinted window openings); the clock is nowhere in a conspicuous place. It turns out that he left the house for a short while for the necessary purchases, and ended up in a temporary portal of boundless consumerism.
