It might be an appetising aroma, a free sample, how soft the carpet feels under our feet or the feeling we get when we look at an ad. These factors have a significant influence on what we buy and how long we spend in a shop.
Shops use secret sales tactics
From deliberately selected background music and product placement on shelves to offering ‘bargain’ sale promotions, shops use an incredible number of clever tactics to make it as easy as possible to spend money. Businesses put a lot of money into researching the best methods to make customers feel good about buying products and to provide an enjoyable shopping experience. For instance, researchers have found that playing classical music in shops can entice people to spend more money, since it’s associated with affluence. Marketing designers also know that you will spend more time wandering about inside a shop if a song you like is playing over the loudspeaker.
Brands attach themselves to causes we care about
A recent study found that 71 per cent of customers would choose to purchase a product that supported a cause over one that didn’t. Companies know that it isn’t enough to appear honest and produce a good product – that won’t necessarily win them customer loyalty. They also need to appear ‘human’, to care about the causes that resonate with their customers. One major marketing pop-up since the rise of environmental consciousness is the environmentally friendly cleaning product. Supermarket shelves are now jam-packed with products labelled as ‘natural’, ‘organic’, ‘biodegradable’ and ‘earth friendly’. What other brands can you think of that align themselves with certain causes?
You’re made to feel this product will change your life
How else will advertisers convince you to buy a product unless you’re made to believe you can’t live without it? The root of all marketing is to convince you that a product will somehow improve your life. Sometimes, it’s as subtle as a cologne advertisement of a handsome, brooding man surrounded by busty women. At other times, it’s a more explicit message: buy this weight loss product and you’ll be happier – we promise! Advertisers know you work hard for every dollar you earn. If they want a chance at making you part with your hard earned cash, they can’t just make you want a product, they have to make you need it.
Until De Beers launched its famous ‘a diamond is forever’ ad campaign in 1947, diamond engagement rings weren’t important. Next time you’re out in the street, at a shopping mall, flicking through a magazine or watching telly, notice the way advertising preys on your insecurities and desires.
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