Merchandising: magic or deception?
A supermarket is a wonderful world of abundance, where you can find everything from crab sticks to a DVD player. It seems that any thing here is waiting for you – just extend your hand. It looks like a fairy tale, is not it? However, if you look closely, a supermarket is a well-organized system, the purpose of which is to force us to buy products, goods and things by any means possible for a bank as large as possible. This is done by special specialists – merchandisers. And the special science that they do is called merchandising. There are these now fashionable words from the English “to merchandise” – to sell. There are a lot of definitions of merchandising, but their essence is the same – to cause the buyer an impulse, under the influence of which he will acquire the goods. According to statistics, under this very impulse we make 60% of purchases! Take me to the basket! One day I come home from a store and find in my bag a newly acquired dishwashing sponge. The question is: why did I buy it, if I have three more of the same in my kitchen? After all, she did not shout to me: “Take me! I will wash your plates right! ”No, there was nothing like that. So I fell into the trap of merchandisers. And it is not surprising, because the attack on the buyer begins from the very entrance to the mall. Most of us are right-handed, so it’s more convenient for us to focus on the right side. This nuance is taken into account by merchandisers in order to make us as comfortable as possible – the entrance to the supermarket is usually located on the right. The first storefronts found in the store, most often filled with goods that you would need in the last place. And this is also no accident. To the cherished stalls, where there are buns and meat, you need to wade for a long time through the entire supermarket. In the meantime, you will look for a way to the desired storefronts, willy-nilly, pay attention to other products that may well deceive you. And thus ease your wallet. A separate article literate merchandising is the display of goods. Did it ever occur to you that in order to effectively sell goods, they need to be laid out on the shelves in a sequence from small to large goods, from light to dark? Or that, say, kvass would be better disassembled if the bottles with it are not put in one, but in 2–3 rows? Not? And all these tricks really increase sales. There is also an iron rule: get more goods if you put it next to the bestseller. Well, for example, in order to sell the unknown sweets “Lyubushka” to anyone, they should be placed next to “Korkunov” or “Raffaello”. And the result will be! Verified by merchandising. Another move is to place a number of related products: brooms near the buckets, sweets from tea, shoe creams from shoes, etc. When you buy a thing, you can find something that is not really necessary, but also time can be purchased. For example, I came across a similar trap, betting that you, too. Also, employees of the supermarket know that you first take the goods, which is located at the level of your eyes. Therefore, products can be more expensive here than on the upper or lower shelves. The trick is acting on illegible and lazy buyers. The show continues In the supermarket – as in the theater. True, the scene here – the counters, and the main role – in canned food, milk, oranges and other products. The task of this show program is that we take with us everything and more. To do this, of course, the actors must look fresh and attractive. For this purpose, the stores do not use make-up at all, but special lighting: from it the sausages on the shelves acquire an appetizing rich red hue, and the cheese becomes more yellow. Everything else merchandisers care about the scenery: shelves, racks, posters – often in red and blue. Under the influence of these colors, a person makes impulse purchases more easily. Tricks with a price tag The rule of merchandisers about price tags says: they must be of medium size, the cost designation must be clearly visible. This standard involves the care of the buyer, which is important to see how much the product costs. After all, if he does not see this value, he may experience irritation and leave without buying back home. However, it seems to me that not all stores adhere to this rule. Most often, the price tags in supermarkets are glued at random, not under the relevant products, and until you find the value of the goods of interest, it will take ten minutes. Is it not a subtle calculation of the workers in the sales area that the buyer will get tired of searching for a price tag? Spit and put the first product in the basket, and at the checkout it will be horrified by its price, but there will be nowhere to retreat, and not even hunting, and he will lay out his money? Another focus with price tags is this: one price can be written on it, and at the checkout the product will be more expensive. There are two nuances: the first one indicates the wholesale price on the price tag in a tricky way, while the retail price is finely written next to the real price. So look at the price tags carefully!