Consumer psychology has shown that many times the decisions made at the time of purchase are not entirely the consumer, as there are elements that both marketing and trade marketing teams use to influence the purchase decision. Elements such as the appearance, location and price of products that act on our unconscious and influence us to buy more. That is why today at Grupo BIT we tell you a little about some tricks on the supermarket shelves to influence the consumer to buy. Keep reading!
Staples are far from the entrance
The products that the consumer normally looks for in the supermarket, such as meat, dairy, bread, water or fruits and vegetables, will always be far from the entrance, either at one end of the supermarket or at the back of it. This ensures that before you buy them you walk through a good part of the supermarket and possibly carry a product that you were not looking for.
Products that are bought on impulse are on the way out
Nobody goes to a supermarket looking for gum or chocolates, but it is always a good time for a gum or a chocolate, right? At the exit, the consumer must always find what he did not know he wanted. In fact, in supermarkets, 30% of purchase decisions within a supermarket are driven by impulse. *
‘Not so necessary’ products are strategically located
It is important that the trade marketing teams of mass consumption companies make strategic alliances with supermarkets so that their products have a good location on the shelf.
Remember that normally the best-selling products should be positioned in the middle of the aisle, but those that are more expensive or ‘not as necessary’ should be placed at the beginning and end of them. In this way the consumer is forced to pass in front of them twice to go and return in the corridor.
Similar products do not necessarily need to be side by side
One of the most relevant strategies to influence the increase in sales is to place together the products that would probably be consumed at the same time, even if their category is different. An example could be snacks with liquors or packaged potatoes with sodas. This will influence consumers to wear what they didn’t know they were looking for.
Products are positioned differently to favor certain products or brands
The location of a product in a gondola depends on a balance between the profit generated by the product for the distribution channel, its level of sales and the category strategy to be developed. That is why there are products that should be placed at the level of the consumer’s eyes, others lower and another higher.
Did you know….
You don’t carry your cart, the cart takes you… This is not a particularly gondola trick, but it is one that makes it easier for consumers to grab their products from the gondolas. It turns out that, in general, all carts veer slightly to the left. This forces them to be held with the left hand, leaving the right hand free to reach the products comfortably. Likewise, different types of flooring are used to make the cart speed up or stop when it reaches certain sections or to make the customer know that the “environment” has changed.