Limited goods
Limited products are still a big seller. The inscriptions “Caution, strictly limited”, “Limited Edition” or “only for a short time” still tempt customers to buy. The psychological aspect of it all: the consumer is given the feeling that he is missing out on something if he doesn’t buy the product. In the ZDF test, the sales figures for the same honey were compared, once with and once without the “limited sticker”. Of the glasses with the markings, 74 items were sold, of which only 35 were sold. Kai Markus Mller, a neuroscientist, explains to ZDF that the increased sales are due to human evolutionary ignorance as to when new food will be available again.
The right background music
The right background music is an indispensable part of almost every store. Music creates images in our heads. The study by the in-store radio provider musik2biz found that the right background music at the right time guarantees higher sales figures. The study shows that when the number of visitors to a store increased, customers made fewer purchases when slow music was played. With a faster melody, on the other hand, consumers in the same situation bought significantly more. Exactly the same procedure can also be used in reverse. When there are few customers in the store, slow music should be played because of the psychological effect. Ultimately, however, the trick does not depend on the number of visitors, but can be used as desired. During a visit to a wine dealer, the ZDF team discovered that significantly more French wines were sold when French music was playing, namely six bottles in two hours, than without the right music, in this case none.
The market around this psychological approach shows that this is not just a coincidental finding. In fact, there are many convenience store radio stations that are not only available at supermarkets but also at obi, Fressnapf or IKEA can be played. The stations play specific pieces that encourage sales.
Fragrances make you want to buy them
Another sensory manipulation is the use of scents. Low-dose odors can either convey a sense of well-being or trigger thirst. Whether it’s the smell of delicious bread rolls in the bakery, an aromatic breeze suggesting freshness in the fruit department or cinnamon and cloves, especially at Christmas time, tempting people to buy gingerbread, spreading the scent through air conditioning and ventilation is an effective sales gimmick.
Large packs = cheap
A common assumption in the consumer market is that larger packs are supposed to be cheaper. As a result, bulk packs are often the product of choice. However, you should pay attention to the small print. For products next to each other, the basic price is usually given in different units, for example once per hundred grams and then per kilo. If the price is compared on the basis of one of the two units, it turns out that the large packs are often even more expensive. This phenomenon was empirically proven by the ZDF researchers, all customers opted for the larger detergent instead of the smaller filling quantity, although the larger product was 20 cents more expensive.
Discounts in bright colors
One of the most well-known methods, including among consumers, is discounts. The discounts are usually marked with eye-catching colors and immediately catch the buyer’s eye. The trick encourages customers to save money. ZDF also carried out an experiment here. The same sweaters were sold at two independent stalls some distance apart. All consumers took home the item from the stand with the discount sign, although this sweater advertised with a discount was even two euros more expensive than the other. Mller explains to ZDF that the bright color is decisive when it comes to discounts and tempts people to buy.
Grab and stretch zones and the queue
The shelf heights of the supermarket aisles are actually divided into viewing, gripping, bending and stretching zones. The price ranges of the range are sorted exactly according to these subdivisions. The most expensive products are in the viewing and gripping zone, at eye level, while the cheapest items can be found in the bending and stretching zone, at the very bottom or at the top.
One of the last hurdles for the buyer has to be overcome just before the checkout. While waiting in line, smaller items in the form of snacks and chewing gum tempt people to buy them. Low prices are feigned, but in the end even the small products are more expensive here than on the shelves. Especially with children, the time at the checkout is difficult, as they often whining for the goods at the checkout.
Editorial office finanzen.net
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