Marketing and advertising is the process where you influence a customer’s shopping behaviour to purchase goods and services or additional products from you, or you create an environment that is both relaxing and also promotes impulse buying.
Is this sort of trickery cleaver? Yep. Is it commercially acceptable? Sure is. Is your reputation shot if you get caught doing this? Absolutely.
No one likes to be tricked into doing something that they would normally want to do. The act of advertising and marketing does, by definition, involve informing your customers of your product or brand, influencing customers to purchase from you rather than from your competitor, or purchasing more of a product than they would normally, purchase products that they had no intention of buying, and ultimately, taking up an evangelical role and signing your praises to their contacts.
You only have a limited number of customer contact points, so the more stealth’fully you can exert this influence, the greater your success and the more likely your customer is going to return. Do it wrong and your customer (if they return to your premises) will be wary of your offerings, no matter how genuine your offers may be.
Because influencing customer behaviour is so widespread, sometimes it might be a good idea to look at what the larger players are doing out there – after all they have spent millions on this type of research – maybe it is wise to “adopt” some of their strategies.
10 for $20, or $2 each. No discount here, but you would be surprised how many times consumers will buy 10. You will be a whole lot more influential if you apply a small discount i.e. 10 for $19.
Usually only an option for larger supermarkets, but if you supply your customer with a larger shopping cart, then more stuff will get put into it.
Pre-cut fruit and vegetables
Convenience, convenience, convenience. We are all time poor. Capitalise on this.
Products at the checkout
Include high margin, over-stocked, or impulse buy lines at the checkout. Lines included here move significantly faster that their equivalent elsewhere in the store.
Change the layout
Small location changes, especially for popular items, will mean that your customers need to search for them a little bit more. This will increase the chances of supplementary buys. But be careful – you don’t want to annoy your customer too much with big location changes.
As with the checkout lines, place items that have higher margins or are over stocked at eye level on the shelves. Don’t make your customer work too much to get the item from your shelf to their trolley.
Fragrant items at the front
Nothing works better than flowers to put your customers into the right mindset when entering the store, plus it acts as a brilliant place for those impulse buys before they leave the store.
Specials that are not on special
Promote a product on your print advertising or on your signage screen, and consumers will associate it with a discount. Check that next letterbox catalogue – I think you will find that not every product has been discounted.
There are some items that are an absolute guarantee consumer purchase. Milk, Bread, Toilet Paper, etc. It’s no surprise that these items are almost always on the back wall – the consumer needs to walk past ALL those other products just to get the essentials.
The more colour you can introduce, the better. It is rare that your will find drab brown or dull olive coloured packaging on the selves. Sometimes plain cardboard might be seen, but this is to promote green credentials.
Frequent Flyers, Free coffee, etc. there are heaps of loyalty cards around. We all know that they offer small and mostly insignificant rewards, but this doesn’t stop consumers from using them – after all they are going to spend the money anyway, better to spend it in your store.
99 cents pricing
$9.99 is cheaper than $10.00. You would be surprised at how influential that $0.01 difference is.
The average family of 4 will consume about 1Kg of lamb chops in a meal. Package your meat in 1.5Kg packets and you have effectively increased your lamb chop sales by 50%.
Consumers love samples. It also works great for you as it forms a valuable part of market research. The data you will gain is valuable. The fact that it will result in increased product sales in a bonus.
The tone and beat of your store music should promote a calming inner feeling for your customer. Ideally the music beat should be a touch slower than the average adult resting heart rate. This will encourage your customers to stay in the store longer which generates increased opportunities for sales. Best to avoid Thrash or Punk Rock music – this tends to make customers rush through their shopping.
This has nothing to do with time and has everything to do with store flow. Arrange it so that your customers tend to move around the store in a clockwise fashion. Anticlockwise flows work against natural human movements.