Strategy of Hypermarkets – A Journey of Persuasion
Strategy of Hypermarkets and retails in general became an arena for manipulating and influencing customers toward certain channels of consumption. The new booming of malls and giant selling spaces spread all over the world has created a testing lab for psychologist and behavioral engineers for the sake of pushing people for more buying. The next drawing depicts the journey of people at the hypermarket and how persuasion techniques to change and rectify their consumption behavior are being employed.
When you know that according to some researches, almost 50% of shopping purchases are unplanned, So subsequently, the other half of your purchases are heavily being directed through subtle persuasion techniques and as we see in the drawing the journey begins at the entrance and end up at the exit and in between persuasion begins!
The deliberate unavailability of small shopping cart shoots out purchases by almost 40%.
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first strategy is the Duration of Stay woman shopping with a female companion: average 8 minutes. woman with children: average 7 minutes. woman alone: average 5 minutes. woman with man: average 4 minutes. (So, Isolate the guy from the lady! )
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Shoppers Walk in fast pace upon entrance, so try to intentionally reduce their speed by placing magazines, pamphlets,..etc. so they visually capture products attentively.
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third strategy Most people intuitively take their right-hand path once the enter a shopping area, so place the important product in that area.
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Offering resting seats for tired men successfully give ladies chance for more purchases.
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Men buy the clothes they tried on 65% of times, while women just buy 25% of what they try on. So, give wider option for men’s fitting rooms.
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Most popular products are meant to be placed at the end of the store, so to get sure that shoppers will cut through the entire store.
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Emitting lemon scents in the section of detergents increase section’s sales by almost 30%.
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Steadily Decreasing Discount (SDD) proved to be higher in profit than tradition tactic by almost 55%.
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the last strategy The closer the cheap products to the checkout counter the higher probability they are picked up by the shopper as the pain of paying for low cost items is diminishing in comparison with the pre-shopped items.
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