In the press today was an article to which I contributed about consumers pet hate regarding supermarkets. (Regular followers of this blog will know my history with Tesco!) It was actually about the tactics that supermarkets use to make us spend more so I have added a few more gripes too!
1) Moving products around so you spend longer in the store trying to find what you want
2) Lowest priced option often at the highest point so shorter people can’t reach
3) Online or in store exclusives. Creates a sense of immediacy when selecting products, so consumers will usually spend more than intended as feeling of missing out
4) Bumping the price up for an individual item e.g. £2.50, and offering them two for £4. When item is less than £2 elsewhere
5) Putting differing offers on variations of a product to confuse as to which is best buy
6) Mixing weight to price ratios on different products
7) Making it difficult to work out the best offer frequently with ready packaged fruit/veg portrayed as having discounts versus loose.
8) Offers such as 3 for £10 when you only wanted 1
9) Pumping out the smell of bread baking (Our Sainsbury’s does that!)
10) Slow music to make you move slower round the aisles
11) Loyalty cards using your shopping habits to provide targeted vouchers
12) High sugar higher priced brands items at eye level lowering this for aisles aimed at children
13) Putting deals at the entrance of the store such as biscuits – not very expensive items but ones that appeal and that you think that’s a good offer and throw them in the trolley
14) Putting fruit, vegetables and flowers at the front of the store. We know this is to create an atmosphere of health and also provide smells and pleasant imagery providing positive vibes to make us buy more. Annoying because these are the items that we want to put on top of the shopping not at the bottom where it is going to get crushed.
15) If you only want the essentials, such as bread, milk, fruit and vegetables they are placed as far away from each other as possible to make you travel round the store.
16) My big bug bear. Wine. So many bottles costed “normally” priced at £10 but frequently in the half price offers and often half price with 25% off 6 bottles or more. We wait until these regular offers come about. If we shop in more than one supermarket then the supermarket with the deal is going to get the most sales.
17) Packaging. Is that “Tesco finest” Sainsbury’s “Taste the difference” really better? In many tests and reviews this isn’t the case but are we conned into spending more because we are sucked into thinking they are better quality.
18) Self service checkouts (see a post about THEM here!) because they always go wrong and it isn’t self service it’s one sales assistant serving many customers
20) Discontinuing products
We want consistency and fair pricing, everyone loves a bargain but not when the “bargains” are all the time so we actually feel that the rest of the time we are being conned!
We know that most of this goes on but unfortunately we can not do much about a lot of it. And the trouble is if we try and avoid it all, we spend even longer in there! Don’t go hungry and try and keep to your list are a good starting point though.
I was on Radio 5live Breakfast (and Radio Nottingham!)
What other things are your gripes about supermarkets and which is your top one?!