Marketing is a highly subtle art. And it can also be compared to medicine: just like a conscientious doctor searches for the correct diagnosis and then selects a treatment, an experienced marketer thinks through everything to the smallest detail in order to make store visitors buy everything that is available. The most famous marketing tricks will be discussed in the material.
1. The famous red price tags
Only people with a photographic or just excellent memory do not fall for the trick with colored price tags. As a rule, in the action with red price tags, goods are put up, the expiration date of which is coming to an end, or those that are very badly bought up.
The most famous supermarket trick.
As a rule, a discount relative to the usual price of a product can be quite insignificant - a markdown of a few rubles or kopecks. This is the usual magic of a colored price tag: the buyer is sure that he takes the goods at a bargain price, and gets a sense of satisfaction, even pride in himself.
2. Goods at eye level
Promotional video:
Experienced merchandisers have long noticed that what is best bought is something that is approximately at the level of an adult's eye. Thus, goods that need to be sold first can be placed on this level.
Sales statistics depending on the location of goods on the shelves.
Among them can be both expiring and poorly sold goods, and very attractive but expensive goods. And if you combine this technique with the previous one (color price tag), then there is a high probability of getting an empty shelf by the end of the working day.
At the level of the eyes of the child, there are usually dream goods for children.
And all products attractive for children of three to five years old are placed on the shelves at the waist level of an adult. You can experiment by going to your nearest supermarket and see if the eye level really works.
3. Items in the checkout queue area
This trick is one of the oldest. It would be correct to say that he is the same age as the first stores with a cash register. If this is a popular supermarket or a store with a constant turnover of customers, then, of course, there will be lines of people.
One of the oldest marketing techniques.
When a person stands in line, he is stressed by waiting (psychologists note that waiting is one of the most frustrating factors for a person), so he is looking for something to entertain himself. As a rule, sweet goods (as well as those that need to be sold as soon as possible!) Are put near the cash register. As a result, a person buys, for example, a lollipop and feels happy with the anticipation of sweets. And if you add a red price tag at eye level …
4.1 + 1 = 3
Imagine the situation. You buy a set of three pairs of socks, costing, for example, 300 Russian rubles. Moreover, you saw a promotional product, of course, in the area of the checkout queue. The cashier with a radiant smile begins to assure you that if you purchase another such set, you will receive a third one as a gift. Total for 600 rubles you have 9 pairs of socks.
Famous marketing ploy.
But if you don't rush to agree, but - referring to the need for additional purchases - go to the main section where socks are sold, then you will see that each pair of socks separately costs 67 rubles (67 times 9 equals 603 rubles). That is, in the end, you won nothing at all, but bought socks for a year in advance.
5. A present in the bargain
The word “gift”, written in large letters, surprisingly, has the most magical properties. And when a customer receives a frying pan as a gift by purchasing a refrigerator, he firmly believes that the frying pan was not included in its price.
The word GIFT has magical properties.
But miracles happen only in fairy tales. As a rule, even very valuable "gift" goods are correctly included in the cost of the main purchase. To make it not so noticeable, you can accurately overestimate the cost of goods, supposedly equal to the "gift".
6. "Last day" of sales
But, as a rule, our parents and grandfathers are led to this trick. The memory of Soviet deficits is still alive in them, and there is still a chill in their stomachs when they recall the feeling of devastation and their own indecency they experienced when they returned home with nothing, without having time to buy this or that product.
A clever trick.
Imagine how offended a pensioner will feel who, on Monday, on the “last day of sale”, bought fans for 999 rubles (there is also the well-known magic of nines, because 999 is not a thousand at all, no!), And on Tuesday, having come to the same hypermarket, sees an unsightly truth-lie: a flaunting stand with the inscription "last day of sale for 999 rubles."
7. Labyrinths of counters
In hypermarkets, goods are never randomly arranged. This is a very delicate job of merchandisers, economists, marketers and even psychologists. What does a person need every day? Bread and dairy products. That is why these departments are always located in the depths of successful hypermarkets.
Marketing psychologists work on the arrangement of goods.
But while you walk through the labyrinths of counters, you come across a huge number of attractive goods that you buy as a result. For example, in the most successful hypermarket in the city of Gomel, Belarus, the bread department is located so that you have to enter the only entrance to the shopping pavilion, and then go through the gallery of all promotional products of the store. The result, as a rule, is a basket or cart with a couple of insanely cheap bottles of dishwashing detergent, as well as goods that play in the raffle with discount cards!