How they manipulate your mind in the supermarket

Supermarkets use a number of mind manipulation strategies to influence consumer behavior and get them to buy more than they need. 

Did you know that supermarkets trick you into spending more money? 

How they manipulate your mind in the supermarket

In this article we reveal some of the psychological techniques they use to manipulate your mind and your purchasing decisions. Discover how to avoid falling into their traps and save in your shopping cart. Some of these mental manipulation strategies are:

- The design of the space

Supermarkets usually place essential products at the back or at the ends of the premises, forcing customers to go through the entire establishment and expose themselves to other products that may arouse their interest or temptation. 

For example, bread, milk or eggs are located far from the entrance, while sweets, drinks or snacks are located near the cash registers. In addition, the most expensive or profitable products are placed at eye level, while the cheapest or less attractive ones are located on the lower or upper shelves.

Retail space design is a key tool for influencing consumer behavior and decisions. By using neuromarketing techniques, you can create an environment that stimulates your customers' senses, emotions, and preferences, and motivates them to buy more products or services. 

Some of the factors that intervene in the design of the commercial space are: the distribution of furniture, lighting, color, music, aromas, signage and visual elements. These elements must be aligned with the identity and value of the brand, as well as with the needs and expectations of consumers. The objective is to generate a memorable shopping experience that builds customer loyalty and increases the profitability of the business.

In supermarkets, essential products are usually placed at the back of the store, to force customers to go through all the aisles and expose them to more purchase stimuli. They also tend to place the most expensive or most profitable products at eye level, to capture the attention and interest of consumers. 

Likewise, they use strategies such as offers, promotions, tastings or recommendations to encourage impulsive or compulsive consumption. In this way, the design of the commercial space can intervene in the final purchase and diet of consumers.

- Music and aromas

Background music has a psychological effect on customers' mood and shopping rhythm. Supermarkets usually choose soft and relaxing music that invites you to stay longer in the store and explore the different options. For example, classical or instrumental music can create a sense of elegance and sophistication, while pop or rock music can stimulate energy and fun. 

Likewise, aromas can stimulate the appetite or nostalgia of consumers, making them buy more food or products related to their memories or emotions. Music and aromas are two powerful marketing tools used in supermarkets to influence the mind of the consumer and stimulate their purchases. These elements appeal to people's senses and emotions, creating positive associations with products or brands. 

For example, the smell of freshly baked bread can awaken appetite and nostalgia, while calm and pleasant music can make the customer feel more relaxed and spend more time in the store. Some supermarkets even use artificial scents or visual metaphors to highlight certain characteristics of the products, such as freshness, quality or naturalness. Thus, we can find leather aromas on plastic items, fruit shapes on packaging or images of green fields on labels.

- Offers and promotions

Supermarkets take advantage of the effect of scarcity and urgency to create a sense of opportunity and need in customers. The offers and promotions are usually presented with eye-catching posters, bright colors and phrases such as "last units", "today only" or "2 for 1". These techniques make consumers perceive that they are saving money or that they are taking something valuable, even though they do not really need it or are not going to consume it. 

For example, a pack of cookies that normally costs $2 might have a 3 for $5 deal, making the customer think they're getting a bargain, even though they may only need a pack or two.

Offers and promotions are marketing strategies used by supermarkets to attract and retain customers. Its goal is to create a sense of urgency, scarcity, or advantage that drives the consumer to buy more of what he needs or wants. Some examples of offers and promotions are:

- The 3x2: consists of offering three products for the price of two, which means a 33% discount. It is one of the most common offers and applies to food products, drugstores, perfumes, etc.

- The 50% that returns: consists of returning half of the amount spent in the form of a check or coupon to redeem on the next purchase. It is a way to encourage loyalty and recurring consumption.

- Direct discount: consists of lowering the price of a product or a selection of products for a limited period. It is a way to generate interest and compete with other establishments.

- The gift: it consists of giving the customer a free product or service for the purchase of another. It is a way to increase perceived value and customer satisfaction.

These offers and promotions can be beneficial for the consumer if they are used judiciously and are tailored to their needs and preferences. However, they can also pose a risk of compulsive consumption, waste or debt. That's why it's important to compare prices, plan purchases, set a budget, and avoid impulse purchases.

- Packaging and presentation

Supermarkets also use the power of packaging and presentation to attract customer attention and desire. Products usually have colorful, bright packaging with images or messages that highlight their benefits or qualities. 

For example, a yogurt can have a green packaging with a picture of a fruit and a phrase like "rich in vitamins" or "no added sugar", which makes the customer think that it is a healthy and natural product. 

In addition, the products are arranged in an orderly, clean and attractive way, creating an impression of quality and freshness. For example, fruits and vegetables are placed in baskets or trays with ice or water spray, which makes the customer think that they are freshly picked and juicy products.

Packaging and presentation are two key elements in influencing the consumer's mind to buy more in supermarkets. These elements fulfill several functions, such as protecting the product, facilitating its transport, informing about its characteristics and attracting the customer's attention. Some examples of how packaging and presentation can manipulate the mind of the consumer are:

- The use of colors, shapes, images and texts that appeal to the emotions, values ​​or needs of the client. For example, the color green is associated with natural and healthy, red with passion and urgency, blue with confidence and tranquility, etc.

- The use of neuromarketing techniques, such as the halo effect, anchoring or contrast. For example, the halo effect consists of creating a positive impression about a product based on a prominent attribute, such as price, brand, or quality. Anchoring consists of establishing an initial reference that conditions expectations and subsequent decisions. Contrast consists of comparing two options to highlight the advantages of one over the other.

- The use of visual tricks to make the product appear larger, fuller or more abundant than it really is. For example, using transparent containers that reveal the content, using elongated or irregularly shaped containers that take up more space, using containers with a false bottom or with compressed air that give a sensation of volume, etc.

These are just some of the ways in which packaging and presentation can manipulate the mind of the consumer into buying more from supermarkets. It is important that the consumer is aware of these strategies and that he compares the products with his own criteria before making a purchase decision.