supermarket psychology in the us
DESCRIPTION
Used in an English class in Austria to discuss sales tactics used in supermarkets in the US as compared to those in Austria.TRANSCRIPT
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Supermarket Psychology in the US
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Store layoutBasically the same at every major chain…
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Open layout & high ceilingsMakes people feel more comfortable and that the whole world is at hand.
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No coin deposit shopping carts except at Aldi
Instead….
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Shopping cart corralsComfort and convenience. If a customer doesn’t have to do extra work to
bring the cart back, he’ll likely use the cart and buy more.
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Entry GatesGates aren’t welcoming and don’t provide a sense of freedom, which is very
important in American culture.
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Free Samples
Draw in and tempt customers to buy something they weren’t intending on buying.
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Big carts
Cart sizes are almost 3x larger than those in the 1970s.
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“Limits”
Limits provide a sense of scarcity.
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Loyalty cardsKeep you coming back with deals for card owners and away from the competition.
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On “special” or “featured”
Provides a sense that the item must be had, possibly on sale and that since it is on special it may become limited.
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Check out temptationsCheap candy and gossip magazines are hard to resist, especially when one stands in line forever since there always seems to be just one checkout too few open.
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Pairing items
• Graham crackers next to the marshmallows
• Chips next to salsa
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Unrelated but often needed and rarely sought items
• Batteries in the soup aisle• Drain catchers in the bread aisle• Small bags of chips in the baking aisle
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Sam’s Club and CoscoThe Ikea of the food world…
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Sam’s Club and CoscoThe required membership gives a feeling of exclusivity.