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There’s a reason your mother told you to make a grocery list and stick to it. Every part of the supermarket from parking lot to checkout counter is designed to make you spend more money and buy more things than you need.
We’ll start with the shopping cart. This 1938 invention was designed to let customers make larger purchases more easily.
Most supermarkets put high margin departments like floral and fresh baked goods near the front door, so you encounter them when your cart is empty and your spirits are high. Another reason to start with flowers and baked goods is the smell, which activates your salivary glands and makes you more likely to make impulse purchases. Likewise these pleasant departments put you in a good mood and make you more willing to spend.
Supermarkets hide dairy products and other essentials on the back wall so that you have to go through the whole store to get to them.
Most stores move customers from right to left. Due to this flow and the practice of driving on the right side of the road, the items you are most likely to buy tend to be on the right hand of the aisle.
The items the store really wants you to buy are at eye level. In the cereal aisle, for instance, bulk cereal is placed at the bottom. Healthy cereal is placed at the top. Expensive brand name cereal goes right at eye level. Favored items are also placed at the end of aisles.
And then there’s kid eye level. This is where you’ll find sugary cereal, Easy Mac and other items a kid will grab and beg his parents to buy.
Sample stations and other displays slow you down while exposing you to new products.
Size matters. In crowded stores people spend less time shopping, do less impulse shopping, purchase fewer items. Notably Asians are more tolerant of crowding, while the British are the least tolerant.
Warm colors attract people to a store. Cool colors encourage more contemplation and higher sales. We suggest brick exterior and cool blue interior.
Hear that music? Studies have shown that slow music makes people take their time and spend more money. Loud music makes them move through the store quickly without affecting sales. And classical music leads people to buy more expensive merchandise.
The most profitable area of the store is the checkout line. This is where after a few minutes in line you’ll succumb to the temptation of the candy rack and a magazine you’ve been leafing through.
Time to present your Valued Shopper Card. While giving you the occasional deal, this card keeps you as a regular customer for the store. It also provides valuable tracking data.
你妈妈坚持让你列一份购物清单是有原因的。从停车位到收银台，超市的每一项设施都设计来让你花更多的钱购买超出你需要的东西。
开始的时候我们会推上购物车。这个1938年的发明用于让顾客更容易买到更多的东西。
大部分超市会在前门附近腾出很大一部分空间来作为花饰以及新出炉的烘烤食品，这样，当你心情好的并且手推车空着的时候就会遇到它们。以花和烘烤食品作为开始的另一个理由是气味，这会刺激你的唾液腺从而让你消费更多。同样，这些东西也会让你心情愉快并让你更愿意消费。
超市将牛奶等必需品隐藏在超市的深处，因为这样你只有逛了整个超市才能买到这些。
多数商店会让顾客从右向左流动。由于靠右行动的经验，你有可能倾向于购买放在右手边的商品。
商店希望你买的商品会处于眼睛能够平视的高度。例如，在一个谷物类过道，他们会将大块谷物放在底层，健康类谷物放在顶层，而较昂贵的谷物放在眼平视的位置，优惠的商品放在过道的末尾。
在儿童的眼睛的水平位置，他们会放上含糖类谷物，这样孩子就会吵着要他的父母买。
在向你展示新产品的时候，样品尝试点会让你放慢步伐。
空间很重要。在一家很拥挤的商店里，人们会花更少的时间购物，更不会冲动购物，他们会买更少的东西。但是，显而易见亚洲人已经习惯拥挤，但是英国人并非如此。
暖色会吸引人来商店，冷色会刺激更多注视和更高的消费。我们建议使用砖红色外墙和冰蓝色内墙。
听到音乐了吗？研究称，舒缓的音乐会让人们花更多时间消费，快节奏音乐会让人们加快步伐从而无助于销售，古典音乐会让人们买更多昂贵的商品。
最有利可图的地方是在商店的收银台。在排队的时候你会忍不住糖果和正在翻阅的杂志的诱惑。
请出示你的会员卡。这张卡会让你成为这家超市的常客。它还提供了有价值的跟踪信息。
We’ll start with the shopping cart. This 1938 invention was designed to let customers make larger purchases more easily.
Most supermarkets put high margin departments like floral and fresh baked goods near the front door, so you encounter them when your cart is empty and your spirits are high. Another reason to start with flowers and baked goods is the smell, which activates your salivary glands and makes you more likely to make impulse purchases. Likewise these pleasant departments put you in a good mood and make you more willing to spend.
Supermarkets hide dairy products and other essentials on the back wall so that you have to go through the whole store to get to them.
Most stores move customers from right to left. Due to this flow and the practice of driving on the right side of the road, the items you are most likely to buy tend to be on the right hand of the aisle.
The items the store really wants you to buy are at eye level. In the cereal aisle, for instance, bulk cereal is placed at the bottom. Healthy cereal is placed at the top. Expensive brand name cereal goes right at eye level. Favored items are also placed at the end of aisles.
And then there’s kid eye level. This is where you’ll find sugary cereal, Easy Mac and other items a kid will grab and beg his parents to buy.
Sample stations and other displays slow you down while exposing you to new products.
Size matters. In crowded stores people spend less time shopping, do less impulse shopping, purchase fewer items. Notably Asians are more tolerant of crowding, while the British are the least tolerant.
Warm colors attract people to a store. Cool colors encourage more contemplation and higher sales. We suggest brick exterior and cool blue interior.
Hear that music? Studies have shown that slow music makes people take their time and spend more money. Loud music makes them move through the store quickly without affecting sales. And classical music leads people to buy more expensive merchandise.
The most profitable area of the store is the checkout line. This is where after a few minutes in line you’ll succumb to the temptation of the candy rack and a magazine you’ve been leafing through.
Time to present your Valued Shopper Card. While giving you the occasional deal, this card keeps you as a regular customer for the store. It also provides valuable tracking data.
你妈妈坚持让你列一份购物清单是有原因的。从停车位到收银台，超市的每一项设施都设计来让你花更多的钱购买超出你需要的东西。
开始的时候我们会推上购物车。这个1938年的发明用于让顾客更容易买到更多的东西。
大部分超市会在前门附近腾出很大一部分空间来作为花饰以及新出炉的烘烤食品，这样，当你心情好的并且手推车空着的时候就会遇到它们。以花和烘烤食品作为开始的另一个理由是气味，这会刺激你的唾液腺从而让你消费更多。同样，这些东西也会让你心情愉快并让你更愿意消费。
超市将牛奶等必需品隐藏在超市的深处，因为这样你只有逛了整个超市才能买到这些。
多数商店会让顾客从右向左流动。由于靠右行动的经验，你有可能倾向于购买放在右手边的商品。
商店希望你买的商品会处于眼睛能够平视的高度。例如，在一个谷物类过道，他们会将大块谷物放在底层，健康类谷物放在顶层，而较昂贵的谷物放在眼平视的位置，优惠的商品放在过道的末尾。
在儿童的眼睛的水平位置，他们会放上含糖类谷物，这样孩子就会吵着要他的父母买。
在向你展示新产品的时候，样品尝试点会让你放慢步伐。
空间很重要。在一家很拥挤的商店里，人们会花更少的时间购物，更不会冲动购物，他们会买更少的东西。但是，显而易见亚洲人已经习惯拥挤，但是英国人并非如此。
暖色会吸引人来商店，冷色会刺激更多注视和更高的消费。我们建议使用砖红色外墙和冰蓝色内墙。
听到音乐了吗？研究称，舒缓的音乐会让人们花更多时间消费，快节奏音乐会让人们加快步伐从而无助于销售，古典音乐会让人们买更多昂贵的商品。
最有利可图的地方是在商店的收银台。在排队的时候你会忍不住糖果和正在翻阅的杂志的诱惑。
请出示你的会员卡。这张卡会让你成为这家超市的常客。它还提供了有价值的跟踪信息。