How The Retailers Make You An Impulsive Buyer
Topics: Impulsive Buyer , Impulsive Buying , Shopping , Money Saving , Finance
There are always shopping carts. These have a huge bin compared with the size of most items for sale in the store, making it psychologically easy to toss in an item you don’t need. Desirable departments are far away from the entrance. Most of the items you go to a department store to buy, such as light bulbs and laundry detergent, are located many, many aisles from the entrance. This means you spend your time walking by a lot of consumer goods on your way to find the item you want.
Impulse-oriented items are near the checkouts. Stores stock the latest DVD releases and glamour magazines there, along with overpriced beverages and candy. Because people leaving the store are thirsty, and they’re going to be standing in line for a bit, which is the perfect place to entice them with some entertainment options.
The most expensive versions of a product are the ones at eye level. Take a look sometime at the arrangement of different choices for a particular product, such as laundry detergent. Almost every time, the most expensive options per unit are placed at eye level, so you see them first when you enter an aisle. The bulk options and better deals are usually on the bottom shelves. Items that aren’t on sale are sometimes placed as though they are on sale, without using the word sale with a huge sign above them displaying the price, but it would be the same price you paid for them a week ago..
Commodity items, such as socks, are surrounded by non-commodity items, such as shirts and jeans. If you are looking to buy some socks, you have to traverse through a number of racks full of different types of clothing in the clothing section just to reach them.
If your mind is already open to the idea of buying clothes, you would be more likely to look at other clothing items.
Attractively packaged items are placed between less slickly packaged items. Look carefully at an aisle of, say, potato chips. The ones with the bright and slick packaging are generally more expensive, which isn’t surprising. But notice that there usually isn’t a section of just inexpensive chips. In most stores, they’re sandwiched between more expensive items. If there is a section of just inexpensive items, they’re much below the rack. Stores are designed to maximize the number of stops you have to make: aisles in which only two carts can fit, colorful and attractive layouts, escalators and, my favorite of all, sample vendors. Even if it’s not conscious to you, every time you stop moving in a store, you increase your chances of putting something into your cart.
Essential items are placed in the middle of aisles, nonessential and overpriced items near the end because if you enter an aisle to get a staple item, you have to go by the other items twice; once on the way in and once on the way out. That gives these items two chances to be picked up by you. Some items are kept in cheap bins to make them appear as bargain sales by emulating the bargains found at cheaper stores, but the prices are still quite high. They just use the visual cue of a bargain store to make you think it is a bargain.
High-markup items are made to look prestigious. If you see something in a glass case that has lots of space around it, your gut reaction is to believe that it is valuable and prestigious to own, and for many people it can be as attractive as a light to a moth. The truth is that these items put there to make them distinguished. The most profitable department is usually the first one you run into, such as the cosmetic department is front and center. That’s because it’s very profitable, and by putting it in a place where people walk by time and time again, customers are more prone to making a purchase on an item with a very big markup.
Restrooms and customer services are usually right by the exit or as far from the exit as possible because if you need to use either one in the middle of a shopping journey, you have to walk by a lot of merchandise to reach the needed service, thus increasing your chances for an impulse buy.
Anjitha Sakthidharan is a financial adviser and well known for his finance related articles . You can find more financial articles written by the author by visiting the following link .
www.thefinanceworld.co.uk
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