Of course! The arrangement of products on supermarket shelves is a carefully designed "behavioral psychology" aimed at making you unknowingly buy more. By understanding these little secrets, you can become more savvy and save a lot of money when shopping.
1. The "golden layer" parallel to your line of sight
This is the core secret of supermarket shelves. Shelves are usually divided into several layers:
Gold Tier (parallel to your line of sight): This is the product with the highest profit margin and the one that the supermarket most wants to sell to you, or it could be the supermarket's own brand. Manufacturers often have to pay a high "listing fee" to place their products here.
Reach layer (waist height): Display products with stable sales and considerable profits.
The lower levels that are only visible when squatting down: These are often where "treasures" are hidden! Typically, they are similar products with higher cost-effectiveness, such as larger packages, cheaper brands, or near-expiration products. If you want to save money, remember to look down more often.
The top level that needs to be accessed by looking up: It is used to store some products with low sales volume, low brand awareness, or large packaging and heavy weight (such as grain and oil).
Tips: If you want to buy something affordable, don't just grab whatever is within reach. Remember to "look up and down".
II. "Right-hand Principle" and Flow Line Design
Most people are right-handed: supermarkets take advantage of this by placing high-profit or urgently needed items (such as cooked food, bread, and promotional items) on the right side of the main aisle, allowing you to reach them with your dominant hand more easily.
Long circulation route: The entrance and exit are usually far apart, forcing you to walk through the entire supermarket. Essential commodities (such as milk and eggs) are often placed in the deepest part of the supermarket, making you, on your way to find them, unable to resist adding other items to your shopping cart amid countless temptations.
III. The "Magic" of Light and Scent
Warm light in the fresh food section: The yellow warm light in the bread section makes the bread appear crisper and sweeter; the red lighting in the meat section makes the fresh meat appear more fresh and rosy; the blue cool light in the seafood section gives a clean and fresh feeling.
Enchanting Aroma: Upon entering the supermarket, do you immediately detect the fragrance of baked bread and roasted chicken? This is no mere coincidence. It instantly whets your appetite, luring you into "hunger shopping" mode, where you purchase more food, particularly high-profit delicatessen items and snacks.
IV. "Visual Traps" in Pricing and Packaging
"Bargain" and "Special Offer" signs: The ubiquitous labels like "Amazing Price" and "Save X Yuan" can create a psychological sense of urgency, making you feel like you're missing out if you don't buy. However, the item might not actually be that cheap, or you might not even need it.
"Bulk sales" may not necessarily be more cost-effective: Many people believe that larger packages are cheaper per unit. However, savvy supermarkets will exploit this mentality, and sometimes the "price per gram/milliliter" of larger packages may actually be higher than that of smaller packages. When shopping, be sure to calculate the unit price.
"Buy one get one free" or "more for the same price": While these are indeed promotions, they also succeed in making you purchase more items than you had originally planned, even items you don't need.
The magical number "9": prices ending in 9.9 or 19.9 make you psychologically perceive them as being in the "9-yuan bracket" rather than the "10-yuan bracket". This is a classic pricing strategy.
V. "Strategic" display of merchandise
Associative display: Place peanuts and chips next to beer, and sauce next to pasta. This can trigger your associative consumption, making you pick them up together.
Children's eye level: On shelves at children's height (usually the lower tier), you'll find a variety of snacks, candies, and toys packaged in cartoon designs. This is intended to capture children's attention and encourage them to ask their parents for them.
"Island" displays: Those independent promotional displays in the center of the supermarket are very eye-catching, making you feel that they are limited-time special offers, and you can't help but stop and take a look.
VI. The Secrets of Dates and Freshness
"First-in, first-out" principle**: In theory, the tally clerk will place newly arrived goods at the back and older dated goods at the front. Therefore, if you want to buy products with a fresher date, remember to take them from the back of the shelf.
Cut fruits/vegetables: Although convenient, they are usually processed from products that are not very fresh and are about to go bad, and they are more expensive.
How to become a smart shopper?
1. Make a list and strictly follow it: This is the most effective way to resist temptation.
2. Shop after eating: When you're hungry, you tend to overestimate your appetite and buy more unhealthy snacks.
3. Bring a calculator (or use your phone): Compare unit prices and don't be fooled by the size of the packaging.
4. Take a closer look at the top and bottom layers of the shelves: Look for more affordable options.
5. Check the date of the goods: especially for refrigerated and frozen foods, as well as promotional items.
6. Stay rational about "buy one get one free" promotions: Ask yourself, "Would I still buy it if it weren't a freebie?"
Mastering these secrets, you can transform from a "targeted" consumer to a clear-headed and rational one, enjoying the fun of shopping while safeguarding your wallet. Wish you a happy shopping!
