WE’VE all been there.
You’ve set out to the supermarket with a strict list and an even stricter budget but somehow you have still managed to overspend no matter how careful you’ve been.
Well according to experts you have some very sneaky sales tactics to thank for that.
So, just what are some of the tricks which help sell products? And are you falling for them?
The experts at Sortlist have revealed five common marketing ploys you could be falling for – and how to avoid them.
1. Sense of Scarcity
Creating a sense of urgency is something we as consumers aren't strangers to lately.
This is when we will encounter lines like ‘10 more to go’ or ‘hurry up while supply lasts’ and can occur online or in physical stores.
This encourages shoppers to unwittingly choose such items because they believe it is now or never.
2. Cunning Layout of Products
Ever wondered why products are arranged that way on the selves of stores?
Well, the top shelves are generally designated for less well-known names and the middle shelves (often named the golden shelves) are left for hyper-advertised popular trademarks.
Low shelves are for the almost unknown. Toys for youngsters are often found on the lowest shelves too.
3. Shopping Cart Size
When you shop using a shopping trolley rather than a basket you are likely to spend more money – in fact, on average 40 per cent more than anticipated.
No baskets at your store? If a trolly is your only option, have you ever wondered why?
Not only this, but ever noticed how food staples such as milk, bread and butter are located far away? This is used to allow consumers to pick up extra (and fill your basket/trolley) on your way out
4. The Gruen Effect
Victor Gruen is a designer who created the world's first fully enclosed ‘mall’.
The Gruen effect or transfer is essentially the moment when consumers enter the shopping centre or mall and are surrounded by an intentionally confusing layout.
This is meant so consumers will lose track of their original intentions and be susceptible to impulse buys.
5. False Price Reductions
When you see new price tags and reductions, what most shoppers don't understand is the majority of these are just decoy-priced products to grab your attention, especially online.
Most stores will just increase the original price.
Another example of this is when you see restaurants or stores offer ‘special discounts’.
CMO of Sortlist, Nicolas Finet has commented on the types of marketing which could be used to attract customers in such a competitive climate: “Many individuals are cautious of marketing ploys since the name ‘ploy’ suggests that the strategy is an attempt to deceive or outsmart a customer.
“Marketers are constantly trying to come up with fresh and more sophisticated selling techniques to not only drive sales but to be trustworthy and reliable to the consumer.
“It can often be beneficial for consumers to be aware of them and to make their own decisions, weigh up the options and allow themselves to make an informed decision on the product purchase.
“Trust is everything when it comes to the relationship between consumers and marketers, and even business owners. If your marketing strategy or ‘ploy’ is lighthearted, fun and tasteful, often people will respond well.
“Manipulative or sneaky marketing can not only damage your businesses reputation but will damage the trust between you and your customers and in turn, damage sales. Know your audience and what they would appreciate and not.”
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