We’re very aware of the role that the senses play in marketing.
When you walk in the door, you smell bread baking or rotisserie chicken roasting in the deli area because we know those smells get your salivary glands working. When you’re salivating, you’re a much less disciplined shopper.
—Paco Underhill, consumer expert and author of What Women Want: The Science of Female Shopping
It’s no accident that shopping carts are getting bigger.
We doubled their size as a test, and customers bought 19 percent more. —Martin Lindstrom, marketing consultant and author of Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy
The more people buy, the more they consume.
If you used to buy a six-pack of soda and drink six cans a week but now buy a 12-pack because that’s the current standard size, you’re probably going to start drinking 12 cans a week. Be mindful when buying larger sizes to make sure your habits don’t change as a result. —Jeff Weidauer, former supermarket executive and vice president of marketing for Vestcom, a retail services company
The average consumer tends to remember the price of only four items:
Milk, bread, bananas, and eggs. Ninety-five percent of shoppers have no idea what all the other items cost and don’t know if they’re getting a good deal when they buy them. —Martin Lindstrom
The produce department is at the front of the store because...
its bright colors put you in a good mood and inspire you to buy more. That’s why I recommend that you start shopping in the middle of the store, with its bland boxes and cans. —Phil Lempert, grocery industry expert and editor of supermarketguru.com
Over 60 percent of shoppers off-load products as they check out.
So supermarkets started making checkout lanes narrower, with less shelf space, which means it’s harder to ditch goods at the last minute. —Martin Lindstrom
We let you linger … and it’s good for business.
Customers would tell me as they went through the checkout, “I just stopped in to get eggs,” and they would have $250 worth of stuff. —Jason Swett, former bagger and cashier at a grocery store in Kalamazoo, Michigan
To save money, wear headphones and listen to upbeat music as you shop.
Many stores play music with a rhythm that’s much slower than the average heartbeat, which makes you spend more time in the store—and buy 29 percent more. —Martin Lindstrom
Supermarkets aren’t out to steal from you.
The average supermarket makes about 1.5 percent net profit a year. To give you some idea of how low that is, the profit margin for clothing stores can be several times that. —Phil Lempert
Kroger uses heat sensors...
...to track where people are in the store to determine when there’s likely to be a rush of shoppers to the checkout counters so that they can get cashiers to the front in advance. —Jeff Weidauer