How do supermarkets trade? Do not rush!
Is it again that the “cunning traders” deceived the buyer, lured him out of the “hard earned”? Not at all. No deception, continuous “sleight of hand” of modern sellers selling “according to science”, using the peculiarities of people’s behavior. According to marketers, a store in which a buyer comes for sausages and leaves it only with sausages is a bad store. A modern supermarket is a technology with the help of which you can sell almost anything and in any quantities. The “battlefield” of marketers for sales growth is the trading floor. The primary task is to keep the buyer in it as long as possible. For this reason, “everyday goods,” such as bread and dairy products, sold in large quantities every day, are located at the back of the hall opposite to the entrance. The average buyer “flies” into the trading floor at a speed of 60 meters per minute. He rushes to the cherished sausages, bread and milk. What can he see at that speed? The hasty buyer to the seller is not a friend, he must be slowed down. What could cause a buyer to slow down at the entrance, or at least in the first third of the route, otherwise too many goods would be out of focus of a potential source of income? Something bright and interesting that will distract from the everyday everyday goal to buy a loaf for dinner. Choosing a distracting stimulus, marketers use the achievements of psychophysics, the science that studies the relationship between our experiences and the material causes that gave rise to them. Its main law says that the emotions are manifested the stronger, the more noticeable the stimulus. The strongest irritant for a person is color. Different colors and shades cause a reaction, generate emotions, and even affect the perception of the surrounding reality. For example, it is well known that, in a room painted in warm tones, we are “warmer” than where cool colors are used for interior design: subjectively, the same temperature is estimated with a difference of several degrees. The whole range of “correct” from the point of view of marketers of flowers can be found in the department of fruit – vegetables. Mountains of orange oranges, piles of bright red pepper, lettuce greens and many other conspicuous colors and shades. Very often, this group of products is placed right at the entrance to the trading floor, which means not even two, but several hares are killed. The buyer not only slows down, but in addition receives positive emotions, is adjusted to purchases. A similar effect is caused by disintegration with glossy magazines and disks. It’s not a fact that, having burst into the store, the first thing the buyer puts in the basket is the next “gloss” with a beautiful pyshnogruda on the cover. From him this is not required. The main thing – to bring down the pace. Hold the step and, slowly, carefully look around, dear buyer! The store has so much useful, necessary and interesting! Do not miss! And we obediently linger. The first stage of the battle in the trading room behind the supermarket. However, the victory is still very far away, and marketers have plenty of effective “weapons for victory” in stock.