How supermarkets manipulate us
Shops are designed to make you spend more time browsing and money at the checkout. Here’s how.
Supermarkets and shopping centres are not just places to buy goods; they are carefully designed environments engineered to maximise spending.
Drawing on principles of psychology and social science, retailers employ a range of tactics to subtly influence consumer behaviour and encourage impulse purchases.
These include the “deliberate detour”, where essential items such as milk and bread are often placed at the back of the shop.
By forcing us to make this trip, supermarkets ensure we go past a lot of other items we may be tempted to buy but we might not otherwise see. This increases the likelihood of unplanned purchases.
Then there is the “sensory overload”, which works by exploiting our attraction to interesting sights, sounds, and smells.
Our senses play a crucial role in our consumer behaviour. Supermarkets use bright lighting, enticing aromas (such as freshly baked bread), and familiar background music to create a stimulating and inviting atmosphere.
This can create a sense of excitement and encourage us to linger longer, increasing the chances of us buying goods on impulse.
The “eye-level advantage” is another clever technique. Products placed at eye level are far more likely to be noticed and purchased. This prime real estate is often reserved for items with higher price tags or higher margins for the retailer.
Supermarket designers also create an “impulse buy paradise” by placing small, tempting items such as lollies, chocolates, small toys, and magazines within easy reach at strategic locations, including checkouts.
Shoppers are more susceptible to boredom while waiting in line and may succumb to the temptation of these readily available treats.
Finally, retailers understand the power of emotions. They use visual cues, such as vibrant colours and appealing displays, to evoke feelings such as happiness, excitement, and nostalgia.
This way, they create a more engaging shopping experience and encourage shoppers to make emotional rather than rational purchasing decisions.
These psychological and sociological principles are not limited to supermarkets. Shopping centres as a whole are designed to create a captivating and immersive experience.
From the carefully curated mix of stores to the provision of amenities such as play areas and seating, every aspect is designed to encourage shoppers to stay longer and spend more.
Shopping centres also create a sense of community and social interaction. Open spaces, cafes, and entertainment options encourage people to linger and socialise, increasing the likelihood of unplanned shopping trips.
This social atmosphere can create a sense of FOMO (fear of missing out), encouraging shoppers to keep up with trends and purchase the latest products.
While these techniques are effective for businesses, they also raise ethical concerns. Critics argue that these strategies can be manipulative and exploit consumer vulnerabilities.
From a customer point of view, it is important to be aware of these tactics and to make spending decisions independent of undue influence.
This is especially important for people shopping on a tight budget. As consumers, we need to take control of our spending and focus on what we really need and can afford.
Related reading: SBS, Shopify blog, Colateral, CXL, UKpos
