SlideShare a Scribd company logo
34
Psychological Tricks
Retailers Use to Make us
Spend More Money
“It was psychological trick called empathic listening.
You say what the person is feeling so they feel understood.”
― John Green
During my time working as a trade marketer and salesperson,
I’ve been learning a lot of tricks to impulse sales.
Here are some of the most effective and widely-used internationally.
Retail stores display cheap products at consumer sight for the client to perceive a
great deal. With that offer, curiosity makes people visit the whole range of products
inside the store and usually buy more, even though the other goods aren’t as
economical as the first one you saw. Plus, the offer you spotted might be the
simplest version of the product (without color choice, accessories, less features, etc.).
This is a calling product for you to spend more.
Nº1 - The call
Example: the offer grabs your attention. But once you get in, they want to tempt
you with more/different offers (sizes, flavors, etc.). So you spend more than planned.
!
And sometimes you find out (too late) that the offer you were coming for actually
has specific restrictions that apply or limited duration…
Some people will always be attracted by the highest priced items. Retailers
often exploit this psychology and increase prices on luxury items to
intensify that high status & rarity perception, and therefore sales.
Nº2 - Exclusivity
Retailing wisdom holds that Rolex began
selling more watches when they increased the
price & the status of their product.
Example:
According to a study during wine tasting activity, when participants were told
that a wine had a high price, they gave that wine higher ratings. They also
experienced higher activation in the brain regions associated with feelings of
pleasantness. To some extent, consumers are letting price influence how they
feel about products and services.
Most customers shy away from the lowest priced items. They don't want to be
cheap, and often associate the lowest price item with poor quality. On the other
hand, highest price items are here to help the customer contrasting his choices.
So, for retailers, the best way to use psychology to increase sales is to highlight
the middled price offer (or high rotation ones) at eye level.
Nº3 - Middle Sale
In 8 studies published from 1987 to 2004, prices ending with the magic number 9
($1.99, 49 and so on) boosted sales by 24% (as per Priceless). Most people still
perceive the items less expensive than with rounded prices.
Nº4 - The missing cent
Some go even farther, like in Colombia,
retailers don’t have 1, 2 or 10 cent coins. So
they’re not able to give your change back
and round up your check in their favor.
Sale and discount prices appear to be the most magical trick of all. Everyone loves a
deal, and will often buy products just because they are on sale.
Nº5 - Ultimate Discount
Accessories are part of retailers’ strategy to make you spend extra money. 
"Well, you can't get true HD pictures without buying the HDMI cable. Sure, you could
buy this $15, but this $50 Monster Cable is made with better quality..." 
Accessories are VERY profitable for retailers.
Nº6 - Add-ons
Brands offer free samples or testing for you to be convinced the product is working. It
is widely used in cosmetics, sometimes with tricky effects to make you think it works
instantly... sorry to tell you, no miracles exist! But beauty & happiness do sell.
Nº7 - Testing
!
Example: M.A.C (make up) offers a 10 minute focus
session to make you feel beautiful and buy more.
Example: the toy brand even has some « FunParks »
for children to enjoy playing with their favorite toys
with an exclusive shop inside.
It’s a great way to make children push their parents to
buy more of those little guys.
By offering you the 10th purchase thanks to a loyalty card, you psychologically think
you're earning something more for free. For the brands, it is a great way to encourage
you to spend more & classify their customers by assessing their loyalty. For the
customers, it is sometimes a great benefit, but it can also turns into a lot of junk mail,
poor added value items or too many restrictions.
Nº8 - Don’t Cheat
Example: American Express has often been voted top loyalty program
By collecting your data when you first buy from the brand, they get to know
your preferences better and can send you targeted special offers for you to
spend more. They can also learn your buying habits (when, where, how
much, etc.). It is called Customer Relationship Management.
Nº9 - CRM
Example: Hugo Boss goes farther by asking clients personal interests
and invite them to private events for new collections launch.
"I sold one to a doctor yesterday". Implying that intelligent people make this
purchase gives credibility to the offer. It is specifically good when selling
technology or complex products. That way, people feel like they can also
be as intelligent as that person & own it too.
Nº10 - Smart Close
"Ok I'll let you think about it, but don't tell me you're coming back tomorrow. If you
really like the product, you better buy it now, because tomorrow I will need to sell it to
you at the normal price". Basically they’ll just leave the customer for 1 minute and
come back teasing him. It works a lot...
Nº11 - Think About It
By typing on the calculator, people automatically think you're making them a
special treatment. It is also a great way to convince people better about a
reduced price.
Nº12 - The Calculator
This is the first interaction clients have with a store. Owners make the most of this
by displaying new, economic or high rotation products, or sales season. The
objective is to get people's attention from the outside. Sometimes you don't even
plan to get in, but still will...
Nº13 - The Window
Brands adopt a frequent turnover to stay competitive and always provoke the
customer's interest. Newness enhances sales and pushes people to rush into the
items quicker as it can be running out of stock.
Nº14 - Product turnover
Example: Zara is the best example we can give for that. They change their collection every 3 weeks so that customers
can always feel like something new is coming. Plus, once you spot an item you like, you feel like you have to acquire it
right now before it goes out of stock.
Playing with packaging is a modern trick brands use to make you think you’re
saving money on purchases. For example, they will expose a smaller packaging
with the same price or a 10% off product but with reduced packaging.
Nº15 - Packaging
Buy 2, Get 1 free: by getting 2 products for the price of one, you feel proud. But in
the end, they sold you more and probably made that much money. Moreover, they
expect you to get used to it and come back visiting in a near future. Another one
similar can be, "buy this one and I'll give you this for free" (like a concession in exchange
for the close). It’s a great trick to make you feel « involved » with the brand.
Nº16 - BOGOF
« Yes, the price can seem high, but if you divide it into 365 days… » Reducing cost to
daily amount can be very effective. It also helps to compare benefits & features
over price.
Nº17 - Cost Over Time
« I think it's too expensive for you » says the salesperson. By classifying your customer
or prospect into a lower range, he can feel hurt in his esteem and want to buy the
most expensive product. I used that a lot selling pricey cosmetics and it works very
often because people want to prove you they can afford it (pure ego trick).
We would also use something like "Ok then, keep with your ineffective product" or "stay
with your pain". Trust me, it hurts people's feelings.
Nº18 - Bad Feeling
Complimenting customers, especially for fashion stores, makes people buy more.
Exaggerating is often part of the selling speech. A lot of people also try to connect
with the customer's feelings and personal stories for that...
Nº19 - Compliment
Get people to commit with you and make them owe you something. They usually do
this by asking several questions: « How are you today? Have you tried our products/
services before? Where are you from? Oh you play rugby, my son is a big fan of… » 
Nº20 - Commitment
Whether it is music, smell, images, touch, screens, lights, colors, path, etc. All those
characteristics are widely used by most modern stores to improve customer experience.
Of course we like colors and beautiful images around us. Studies also show that music
influences the rhythm of our purchases; the faster the music, the quicker we buy. That's
why restaurants often play slow music to encourage us to eat more.
Nº21 - Atmosphere
Example: IKEA revolutionized the customer
experience by setting up a path to follow within
the store. It is a very clever way to let people go
around and buy extra products…
Example: Subway makes use of the color green in its branding materials. This color is one of
the easiest for the human eye to process. The color is also associated with health, balance
and restoration, which are all integrated with Subway’s overall marketing strategy.
It just consists of keeping some prices down during a small amount of time. That way,
people feel the urge to get the product before the offer ends. Often, brands will repeat
this in time, and thus you would have just been tricked (again). It works quite well…
Nº22 - Time-limited Offer
I've been part of it myself as a model. Basically, you're here to catch people's attention
and flirt with them while they try or look for products. Let's be honest, people like
what's good to look at and new experiences. Even if they only come for a picture with
the model, then you get their attention inside the store. Also, some companies hire
brand professionals to "help" you discover their products. It can be by providing
information, testing or showing some features of it. It clearly boosts sales...
Nº23 - Professional Hand
Retailers classify their products by brands and categories in order to push
complementary sales. For example, if you come to buy a shampoo, you'll find right
next to it soap, deodorant, creams, etc. Or if you by alcohol, you’ll find snacks &
beverages nearby…
Nº24 - Cross-selling
This one is a display, usually an informative image, placed in the aisle directly between the
shelves, to catch your eye on a specific product. It often comes with detailed information/
benefits & a special price as well.
Nº25 - Shelf Display
Those are displays near the cashier or directly on the counter. It aims to make people
spend more while they're waiting to check out with their items and provoke additional
sales at a small extra cost. Examples: beverages, magazines, candies, etc.
Nº26 - Counter Display
It usually consist of one product only (new or high rotation one), displayed at the
tip of the aisle, with a visible price and limited in time. It also comes with a
header/banner, bright colors and some floor guidance. It helps selling a lot more
as people see a bargain limited in time and quantity.
Nº27 - Special display
According to studies & research, we tend to have some kind of natural behavior
walking towards certain directions. The hot zone is where we go spontaneously;
that is where are displayed the special offers to provoke impulse and higher sales
(pyramid, zig zag...; making us step in the "right" direction). The cold zone is less
visited & more distant; it is where we go on purpose because we know the
products we're looking for are here.
Nº28 - Hot/Cold zones
Plus, you'll notice that most supermarkets' entrances are located on the right, not
on the left. Studies reportedly showed we tend to walk towards the right. By
entering the right (or center sometimes), they make sure we go all over the place
before leaving so that they can trick us with some special discounts and offers. It is
also why you don't see many external windows within those places (they try to lose
us and make us forget what's going on outside). But of course, every shop has its
own analysis & influence on the customer flow and arrangement for better results...
By communicating, brands grab your attention to get you to come and visit them
more often. It can be through promoting the brand, a new product or an
exclusive offer. Each brand embraces its own tone, message & strategy.
Nº29 - Advertising
According to a 2009 Cornell University study, prices marked with dollar signs are
correlated with lower consumer spending levels. The reason why? We’re overloaded
with information. Words and symbols are additional pieces of information for us to
process. Expensive restaurants with a minimalistic approach (‘24’ vs. ‘$24’) want patrons
to focus on the food instead of the price (sometimes they don’t even display it).
Nº30 - Get Rid of $
« Not seen, not taken ». Retailers make the most of your fast pace (about 1 meter
per second) by displaying at least 2 facings of one product. It enhances the
visibility of the offer and thus the probability of purchase. For that reason, many
brands try to group most of their products together. It gives a strong image.
Nº31 - Facing
This technique consists of assembling items together to show people how good it
fits. It aims to inspire people & push them to buy more goods. It is largely used
within the fashion industry with top & bottom clothes displayed as a whole.
Nº32 - Anatomy
The way retailers display their messages through the store is no coincidence. They
wisely choose where they want you to go with big posters visible from far. It
sometimes gives you information you weren’t planning on seeing…and so buying.
Nº33 - Communication
Retailers use special events to provoke your (or your children’s) attention. Often, as
it is the case for Christmas, it urges people to come and buy the products quickly
before there’s no more. Plus, prices usually go up for those seasons.
Nº34 - Christmas Treat
One of the smartest move a brand has made recently is the campaign run by Coca-Cola.
Give your friend a bottle with his name, namely « give happiness to those you care about ». It
is a fantastic technique to get people to spend more, because they think they're also doing
something good for their entourage… and they all enjoy themselves.
!
When I was selling cosmetics within malls, we saw many customers coming back the day
after, saying: "I'd like to return this product. It's not that I don't like it, but it's just that I don't
know why I bought it; I'll never use it anyway".
That's just an example of how good those psychological tricks are...
Conclusion
The challenge of the retail business is the human condition.
-Howard Schultz
Jérémie  -­‐  Professional  Model,  Serial  Ent6epreneur  
&  Personal  Development  Adopter.    
!
French,  Fashionista,  FitAess  Addict,  Blogger,  
Ambitious,  Salesperson,  People-­‐Oriented
Author

More Related Content

What's hot

Overcoming fear in network marketing and sales
Overcoming fear in network marketing and salesOvercoming fear in network marketing and sales
Overcoming fear in network marketing and sales
Fresh Life Global
 
Open Source Creativity
Open Source CreativityOpen Source Creativity
Open Source Creativity
Sara Cannon
 
The law of Attraction
The law of AttractionThe law of Attraction
The law of Attraction
ochamberla
 
How To Make 64 Pieces Of Content In A Day
How To Make 64 Pieces Of Content In A DayHow To Make 64 Pieces Of Content In A Day
How To Make 64 Pieces Of Content In A Day
Gary Vaynerchuk
 
How To Sell To Non-Believers - Turning Doubt Into Trust
How To Sell To Non-Believers - Turning Doubt Into TrustHow To Sell To Non-Believers - Turning Doubt Into Trust
How To Sell To Non-Believers - Turning Doubt Into Trust
Close.io
 
Change your personality
Change your personalityChange your personality
Change your personality
John Bergman
 
Law of attraction
Law of attractionLaw of attraction
The Law of Attraction
The Law of AttractionThe Law of Attraction
The Law of Attraction
Steve Uhlenbrock, M.Ed., M.A.
 
Consejos para el uso del pendulo
Consejos para el uso del penduloConsejos para el uso del pendulo
Consejos para el uso del pendulo
Ramiro Bautista A.
 
Law Of Attraction Manifesting Manual
Law Of  Attraction Manifesting  ManualLaw Of  Attraction Manifesting  Manual
Law Of Attraction Manifesting Manual
Santosh Mote
 
Law Of Attraction
Law Of AttractionLaw Of Attraction
Law Of Attraction
Alok Pal (10 K+)
 
The GaryVee Content Model
The GaryVee Content ModelThe GaryVee Content Model
The GaryVee Content Model
Gary Vaynerchuk
 
How To Use The Magic Of Thinking Big
How To Use The Magic Of Thinking BigHow To Use The Magic Of Thinking Big
How To Use The Magic Of Thinking Big
Paul Williams
 
Notes from Antifragile
Notes from AntifragileNotes from Antifragile
Notes from Antifragile
Sami Paju
 
3 Storytelling Tips - From Acclaimed Writer Burt Helm
3 Storytelling Tips - From Acclaimed Writer Burt Helm3 Storytelling Tips - From Acclaimed Writer Burt Helm
3 Storytelling Tips - From Acclaimed Writer Burt Helm
Ethos3
 
Paradox Of Choice
Paradox Of ChoiceParadox Of Choice
Paradox Of Choice
Russell James
 
Five Keys To Thrive
Five Keys To ThriveFive Keys To Thrive
Five Keys To Thrive
Kristian Salvesen
 
How to Determine the ROI of Anything
How to Determine the ROI of AnythingHow to Determine the ROI of Anything
How to Determine the ROI of Anything
Gary Vaynerchuk
 
The Secret -The Law of the Attraction
The Secret -The Law of the AttractionThe Secret -The Law of the Attraction
The Secret -The Law of the Attraction
Diramar Costa
 
Secrets to a Great Team
Secrets to a Great TeamSecrets to a Great Team
Secrets to a Great Team
Elodie A.
 

What's hot (20)

Overcoming fear in network marketing and sales
Overcoming fear in network marketing and salesOvercoming fear in network marketing and sales
Overcoming fear in network marketing and sales
 
Open Source Creativity
Open Source CreativityOpen Source Creativity
Open Source Creativity
 
The law of Attraction
The law of AttractionThe law of Attraction
The law of Attraction
 
How To Make 64 Pieces Of Content In A Day
How To Make 64 Pieces Of Content In A DayHow To Make 64 Pieces Of Content In A Day
How To Make 64 Pieces Of Content In A Day
 
How To Sell To Non-Believers - Turning Doubt Into Trust
How To Sell To Non-Believers - Turning Doubt Into TrustHow To Sell To Non-Believers - Turning Doubt Into Trust
How To Sell To Non-Believers - Turning Doubt Into Trust
 
Change your personality
Change your personalityChange your personality
Change your personality
 
Law of attraction
Law of attractionLaw of attraction
Law of attraction
 
The Law of Attraction
The Law of AttractionThe Law of Attraction
The Law of Attraction
 
Consejos para el uso del pendulo
Consejos para el uso del penduloConsejos para el uso del pendulo
Consejos para el uso del pendulo
 
Law Of Attraction Manifesting Manual
Law Of  Attraction Manifesting  ManualLaw Of  Attraction Manifesting  Manual
Law Of Attraction Manifesting Manual
 
Law Of Attraction
Law Of AttractionLaw Of Attraction
Law Of Attraction
 
The GaryVee Content Model
The GaryVee Content ModelThe GaryVee Content Model
The GaryVee Content Model
 
How To Use The Magic Of Thinking Big
How To Use The Magic Of Thinking BigHow To Use The Magic Of Thinking Big
How To Use The Magic Of Thinking Big
 
Notes from Antifragile
Notes from AntifragileNotes from Antifragile
Notes from Antifragile
 
3 Storytelling Tips - From Acclaimed Writer Burt Helm
3 Storytelling Tips - From Acclaimed Writer Burt Helm3 Storytelling Tips - From Acclaimed Writer Burt Helm
3 Storytelling Tips - From Acclaimed Writer Burt Helm
 
Paradox Of Choice
Paradox Of ChoiceParadox Of Choice
Paradox Of Choice
 
Five Keys To Thrive
Five Keys To ThriveFive Keys To Thrive
Five Keys To Thrive
 
How to Determine the ROI of Anything
How to Determine the ROI of AnythingHow to Determine the ROI of Anything
How to Determine the ROI of Anything
 
The Secret -The Law of the Attraction
The Secret -The Law of the AttractionThe Secret -The Law of the Attraction
The Secret -The Law of the Attraction
 
Secrets to a Great Team
Secrets to a Great TeamSecrets to a Great Team
Secrets to a Great Team
 

Viewers also liked

Lessons From the Box
Lessons From the BoxLessons From the Box
Lessons From the Box
Nancy Poh
 
Gimmick consultancy - An Advertising and Marketing Agency
Gimmick consultancy - An Advertising and Marketing AgencyGimmick consultancy - An Advertising and Marketing Agency
Gimmick consultancy - An Advertising and Marketing Agency
Gimmick Consultancy Pvt Ltd
 
The Complete Guide to Psychological tricks to Boost Purchases
The Complete Guide to Psychological tricks to Boost PurchasesThe Complete Guide to Psychological tricks to Boost Purchases
The Complete Guide to Psychological tricks to Boost Purchases
Sofia M
 
Is Your Marketing Strategy Just a Bag of Gimmicks?
Is Your Marketing Strategy Just a Bag of Gimmicks?Is Your Marketing Strategy Just a Bag of Gimmicks?
Is Your Marketing Strategy Just a Bag of Gimmicks?
Beachhead Marketing
 
Do You Know What People Are saying About Your Restaurant
Do You Know What People Are saying About Your RestaurantDo You Know What People Are saying About Your Restaurant
Do You Know What People Are saying About Your Restaurant
guest9e13c1
 
Treat Your Brand as a Real Person
Treat Your Brand as a Real PersonTreat Your Brand as a Real Person
Treat Your Brand as a Real Person
Jérémie Lorrain
 
5 star hotels in western mumbai
5 star hotels in western mumbai5 star hotels in western mumbai
5 star hotels in western mumbai
shweta_1712
 
How to Attract and Engage Customers using Influence Psychology
How to Attract and Engage Customers using Influence PsychologyHow to Attract and Engage Customers using Influence Psychology
How to Attract and Engage Customers using Influence Psychology
Lee Erpelo
 
Eating behaviour presentation (psychology)
Eating behaviour presentation (psychology)Eating behaviour presentation (psychology)
Eating behaviour presentation (psychology)
Sufia Irshad
 
Eating behaviour psychology
Eating behaviour psychologyEating behaviour psychology
Eating behaviour psychology
bethieboo8
 
[MÉMOIRE ANNEXES] Améliorer l’image de marque d’une entreprise sur les média...
[MÉMOIRE ANNEXES]  Améliorer l’image de marque d’une entreprise sur les média...[MÉMOIRE ANNEXES]  Améliorer l’image de marque d’une entreprise sur les média...
[MÉMOIRE ANNEXES] Améliorer l’image de marque d’une entreprise sur les média...
Adrien Bourzat
 
[MÉMOIRE] Améliorer l'image de marque d'une entreprise sur les médias sociaux...
[MÉMOIRE] Améliorer l'image de marque d'une entreprise sur les médias sociaux...[MÉMOIRE] Améliorer l'image de marque d'une entreprise sur les médias sociaux...
[MÉMOIRE] Améliorer l'image de marque d'une entreprise sur les médias sociaux...
Adrien Bourzat
 
SXSW 2016
SXSW 2016SXSW 2016
SXSW 2016
Doug Robinson
 
Mémoire - Étude Image de Marque
Mémoire - Étude Image de MarqueMémoire - Étude Image de Marque
Mémoire - Étude Image de Marque
Jérémie Lorrain
 

Viewers also liked (14)

Lessons From the Box
Lessons From the BoxLessons From the Box
Lessons From the Box
 
Gimmick consultancy - An Advertising and Marketing Agency
Gimmick consultancy - An Advertising and Marketing AgencyGimmick consultancy - An Advertising and Marketing Agency
Gimmick consultancy - An Advertising and Marketing Agency
 
The Complete Guide to Psychological tricks to Boost Purchases
The Complete Guide to Psychological tricks to Boost PurchasesThe Complete Guide to Psychological tricks to Boost Purchases
The Complete Guide to Psychological tricks to Boost Purchases
 
Is Your Marketing Strategy Just a Bag of Gimmicks?
Is Your Marketing Strategy Just a Bag of Gimmicks?Is Your Marketing Strategy Just a Bag of Gimmicks?
Is Your Marketing Strategy Just a Bag of Gimmicks?
 
Do You Know What People Are saying About Your Restaurant
Do You Know What People Are saying About Your RestaurantDo You Know What People Are saying About Your Restaurant
Do You Know What People Are saying About Your Restaurant
 
Treat Your Brand as a Real Person
Treat Your Brand as a Real PersonTreat Your Brand as a Real Person
Treat Your Brand as a Real Person
 
5 star hotels in western mumbai
5 star hotels in western mumbai5 star hotels in western mumbai
5 star hotels in western mumbai
 
How to Attract and Engage Customers using Influence Psychology
How to Attract and Engage Customers using Influence PsychologyHow to Attract and Engage Customers using Influence Psychology
How to Attract and Engage Customers using Influence Psychology
 
Eating behaviour presentation (psychology)
Eating behaviour presentation (psychology)Eating behaviour presentation (psychology)
Eating behaviour presentation (psychology)
 
Eating behaviour psychology
Eating behaviour psychologyEating behaviour psychology
Eating behaviour psychology
 
[MÉMOIRE ANNEXES] Améliorer l’image de marque d’une entreprise sur les média...
[MÉMOIRE ANNEXES]  Améliorer l’image de marque d’une entreprise sur les média...[MÉMOIRE ANNEXES]  Améliorer l’image de marque d’une entreprise sur les média...
[MÉMOIRE ANNEXES] Améliorer l’image de marque d’une entreprise sur les média...
 
[MÉMOIRE] Améliorer l'image de marque d'une entreprise sur les médias sociaux...
[MÉMOIRE] Améliorer l'image de marque d'une entreprise sur les médias sociaux...[MÉMOIRE] Améliorer l'image de marque d'une entreprise sur les médias sociaux...
[MÉMOIRE] Améliorer l'image de marque d'une entreprise sur les médias sociaux...
 
SXSW 2016
SXSW 2016SXSW 2016
SXSW 2016
 
Mémoire - Étude Image de Marque
Mémoire - Étude Image de MarqueMémoire - Étude Image de Marque
Mémoire - Étude Image de Marque
 

Similar to 34 Retailers Psychological Tricks

Upselling Workshop
Upselling WorkshopUpselling Workshop
Upselling Workshop
Richard Brooks
 
How to Build a Likable Brand
How to Build a Likable BrandHow to Build a Likable Brand
How to Build a Likable Brand
Nour International Corporation
 
Boost online sales in less than 7 days
Boost online sales in less than 7 daysBoost online sales in less than 7 days
Boost online sales in less than 7 days
ANIL689356
 
Blog.antavo.com grand prize-guide_how_to_get_prospects_to_your_email_list_fro...
Blog.antavo.com grand prize-guide_how_to_get_prospects_to_your_email_list_fro...Blog.antavo.com grand prize-guide_how_to_get_prospects_to_your_email_list_fro...
Blog.antavo.com grand prize-guide_how_to_get_prospects_to_your_email_list_fro...
Timi Garai
 
Message construction
Message constructionMessage construction
Message construction
NEO NEWS NETWORK
 
Brand Busters PPT
Brand Busters PPTBrand Busters PPT
Brand Busters PPT
bradstamulis
 
ESL 0823L week 8 general interest in products
ESL 0823L week 8 general interest in productsESL 0823L week 8 general interest in products
ESL 0823L week 8 general interest in products
BHUOnlineDepartment
 
Heavy duty online selling
Heavy duty online sellingHeavy duty online selling
Heavy duty online selling
MontanaDevis
 
Increase sales
Increase salesIncrease sales
Increase sales
Monir Zaman
 
Creating Urgency Report
Creating Urgency ReportCreating Urgency Report
Creating Urgency Report
Ron Killian
 
Closing Tips
Closing TipsClosing Tips
Closing Tips
Lee Mark
 
Buy Button or Back Button: How Website Writing Can Engage – or Deter – Customers
Buy Button or Back Button: How Website Writing Can Engage – or Deter – CustomersBuy Button or Back Button: How Website Writing Can Engage – or Deter – Customers
Buy Button or Back Button: How Website Writing Can Engage – or Deter – Customers
Tom Tortorici
 
Mobile marketing secrets to increase sales
Mobile marketing secrets to increase salesMobile marketing secrets to increase sales
Mobile marketing secrets to increase sales
Agung Pambudi
 
Seven steps of a sale
Seven steps  of a saleSeven steps  of a sale
Seven steps of a sale
Paul Grethel
 
21 content marketing examples for ecommerce
21 content marketing examples for ecommerce21 content marketing examples for ecommerce
21 content marketing examples for ecommerce
Metrilo
 
The Importance of Communication when Sampling
The Importance of Communication when Sampling The Importance of Communication when Sampling
The Importance of Communication when Sampling
Owen Crisp
 
Free Your Mind and Your Wallet Will Follow
Free Your Mind and Your Wallet Will FollowFree Your Mind and Your Wallet Will Follow
Free Your Mind and Your Wallet Will Follow
Community Financial Resource Center
 
It’s all relevant to the audience
It’s all relevant to the audienceIt’s all relevant to the audience
It’s all relevant to the audience
Bobbi Klein
 
Reality of the Consumer Experience
Reality of the Consumer ExperienceReality of the Consumer Experience
Reality of the Consumer Experience
iQmetrixCorp
 
Black Friday Deals
Black Friday DealsBlack Friday Deals
Black Friday Deals
Black Friday Deals
 

Similar to 34 Retailers Psychological Tricks (20)

Upselling Workshop
Upselling WorkshopUpselling Workshop
Upselling Workshop
 
How to Build a Likable Brand
How to Build a Likable BrandHow to Build a Likable Brand
How to Build a Likable Brand
 
Boost online sales in less than 7 days
Boost online sales in less than 7 daysBoost online sales in less than 7 days
Boost online sales in less than 7 days
 
Blog.antavo.com grand prize-guide_how_to_get_prospects_to_your_email_list_fro...
Blog.antavo.com grand prize-guide_how_to_get_prospects_to_your_email_list_fro...Blog.antavo.com grand prize-guide_how_to_get_prospects_to_your_email_list_fro...
Blog.antavo.com grand prize-guide_how_to_get_prospects_to_your_email_list_fro...
 
Message construction
Message constructionMessage construction
Message construction
 
Brand Busters PPT
Brand Busters PPTBrand Busters PPT
Brand Busters PPT
 
ESL 0823L week 8 general interest in products
ESL 0823L week 8 general interest in productsESL 0823L week 8 general interest in products
ESL 0823L week 8 general interest in products
 
Heavy duty online selling
Heavy duty online sellingHeavy duty online selling
Heavy duty online selling
 
Increase sales
Increase salesIncrease sales
Increase sales
 
Creating Urgency Report
Creating Urgency ReportCreating Urgency Report
Creating Urgency Report
 
Closing Tips
Closing TipsClosing Tips
Closing Tips
 
Buy Button or Back Button: How Website Writing Can Engage – or Deter – Customers
Buy Button or Back Button: How Website Writing Can Engage – or Deter – CustomersBuy Button or Back Button: How Website Writing Can Engage – or Deter – Customers
Buy Button or Back Button: How Website Writing Can Engage – or Deter – Customers
 
Mobile marketing secrets to increase sales
Mobile marketing secrets to increase salesMobile marketing secrets to increase sales
Mobile marketing secrets to increase sales
 
Seven steps of a sale
Seven steps  of a saleSeven steps  of a sale
Seven steps of a sale
 
21 content marketing examples for ecommerce
21 content marketing examples for ecommerce21 content marketing examples for ecommerce
21 content marketing examples for ecommerce
 
The Importance of Communication when Sampling
The Importance of Communication when Sampling The Importance of Communication when Sampling
The Importance of Communication when Sampling
 
Free Your Mind and Your Wallet Will Follow
Free Your Mind and Your Wallet Will FollowFree Your Mind and Your Wallet Will Follow
Free Your Mind and Your Wallet Will Follow
 
It’s all relevant to the audience
It’s all relevant to the audienceIt’s all relevant to the audience
It’s all relevant to the audience
 
Reality of the Consumer Experience
Reality of the Consumer ExperienceReality of the Consumer Experience
Reality of the Consumer Experience
 
Black Friday Deals
Black Friday DealsBlack Friday Deals
Black Friday Deals
 

More from Jérémie Lorrain

Ces 30 icônes du Marketing !
Ces 30 icônes du Marketing !Ces 30 icônes du Marketing !
Ces 30 icônes du Marketing !
Jérémie Lorrain
 
Les particularites du marketing du luxe
Les particularites du marketing du luxeLes particularites du marketing du luxe
Les particularites du marketing du luxe
Jérémie Lorrain
 
Concurrence Fitness FRANCE 2020
Concurrence Fitness FRANCE 2020Concurrence Fitness FRANCE 2020
Concurrence Fitness FRANCE 2020
Jérémie Lorrain
 
20 livres essentiels à (re)lire maintenant
20 livres essentiels à (re)lire maintenant20 livres essentiels à (re)lire maintenant
20 livres essentiels à (re)lire maintenant
Jérémie Lorrain
 
Vente - Se différencier par la valeur
Vente - Se différencier par la valeurVente - Se différencier par la valeur
Vente - Se différencier par la valeur
Jérémie Lorrain
 
Tendances Fitness 2019
Tendances Fitness 2019Tendances Fitness 2019
Tendances Fitness 2019
Jérémie Lorrain
 
Entreprendre en franchise
Entreprendre en franchiseEntreprendre en franchise
Entreprendre en franchise
Jérémie Lorrain
 
Concurrence Fitness France 2018
Concurrence Fitness France 2018Concurrence Fitness France 2018
Concurrence Fitness France 2018
Jérémie Lorrain
 
Build Your Fitness Business
Build Your Fitness BusinessBuild Your Fitness Business
Build Your Fitness Business
Jérémie Lorrain
 
Visiting Vaucluse Provence - South of France
Visiting Vaucluse Provence - South of FranceVisiting Vaucluse Provence - South of France
Visiting Vaucluse Provence - South of France
Jérémie Lorrain
 
I Wish I Knew This in My 20's
I Wish I Knew This in My 20'sI Wish I Knew This in My 20's
I Wish I Knew This in My 20's
Jérémie Lorrain
 
24 Outstanding Global Brand Examples
24 Outstanding Global Brand Examples24 Outstanding Global Brand Examples
24 Outstanding Global Brand Examples
Jérémie Lorrain
 
Best French brands - 23 Remarkable Marketing Examples
Best French brands - 23 Remarkable Marketing ExamplesBest French brands - 23 Remarkable Marketing Examples
Best French brands - 23 Remarkable Marketing Examples
Jérémie Lorrain
 
Entrepreneurs : vendeurs sans le savoir ?
Entrepreneurs : vendeurs sans le savoir ?Entrepreneurs : vendeurs sans le savoir ?
Entrepreneurs : vendeurs sans le savoir ?
Jérémie Lorrain
 
20 must-have business books
20 must-have business books20 must-have business books
20 must-have business books
Jérémie Lorrain
 
Identité de Marque Panzani
Identité de Marque PanzaniIdentité de Marque Panzani
Identité de Marque Panzani
Jérémie Lorrain
 
Why Prestige & Crystals (P&C) ?
Why Prestige & Crystals (P&C) ?Why Prestige & Crystals (P&C) ?
Why Prestige & Crystals (P&C) ?
Jérémie Lorrain
 
How I Traveled through South America
How I Traveled through South AmericaHow I Traveled through South America
How I Traveled through South America
Jérémie Lorrain
 
Évolution Globale du CrossFit
Évolution Globale du CrossFitÉvolution Globale du CrossFit
Évolution Globale du CrossFit
Jérémie Lorrain
 
Why would you want to live in (the South of) France?
Why would you want to live in (the South of) France?Why would you want to live in (the South of) France?
Why would you want to live in (the South of) France?
Jérémie Lorrain
 

More from Jérémie Lorrain (20)

Ces 30 icônes du Marketing !
Ces 30 icônes du Marketing !Ces 30 icônes du Marketing !
Ces 30 icônes du Marketing !
 
Les particularites du marketing du luxe
Les particularites du marketing du luxeLes particularites du marketing du luxe
Les particularites du marketing du luxe
 
Concurrence Fitness FRANCE 2020
Concurrence Fitness FRANCE 2020Concurrence Fitness FRANCE 2020
Concurrence Fitness FRANCE 2020
 
20 livres essentiels à (re)lire maintenant
20 livres essentiels à (re)lire maintenant20 livres essentiels à (re)lire maintenant
20 livres essentiels à (re)lire maintenant
 
Vente - Se différencier par la valeur
Vente - Se différencier par la valeurVente - Se différencier par la valeur
Vente - Se différencier par la valeur
 
Tendances Fitness 2019
Tendances Fitness 2019Tendances Fitness 2019
Tendances Fitness 2019
 
Entreprendre en franchise
Entreprendre en franchiseEntreprendre en franchise
Entreprendre en franchise
 
Concurrence Fitness France 2018
Concurrence Fitness France 2018Concurrence Fitness France 2018
Concurrence Fitness France 2018
 
Build Your Fitness Business
Build Your Fitness BusinessBuild Your Fitness Business
Build Your Fitness Business
 
Visiting Vaucluse Provence - South of France
Visiting Vaucluse Provence - South of FranceVisiting Vaucluse Provence - South of France
Visiting Vaucluse Provence - South of France
 
I Wish I Knew This in My 20's
I Wish I Knew This in My 20'sI Wish I Knew This in My 20's
I Wish I Knew This in My 20's
 
24 Outstanding Global Brand Examples
24 Outstanding Global Brand Examples24 Outstanding Global Brand Examples
24 Outstanding Global Brand Examples
 
Best French brands - 23 Remarkable Marketing Examples
Best French brands - 23 Remarkable Marketing ExamplesBest French brands - 23 Remarkable Marketing Examples
Best French brands - 23 Remarkable Marketing Examples
 
Entrepreneurs : vendeurs sans le savoir ?
Entrepreneurs : vendeurs sans le savoir ?Entrepreneurs : vendeurs sans le savoir ?
Entrepreneurs : vendeurs sans le savoir ?
 
20 must-have business books
20 must-have business books20 must-have business books
20 must-have business books
 
Identité de Marque Panzani
Identité de Marque PanzaniIdentité de Marque Panzani
Identité de Marque Panzani
 
Why Prestige & Crystals (P&C) ?
Why Prestige & Crystals (P&C) ?Why Prestige & Crystals (P&C) ?
Why Prestige & Crystals (P&C) ?
 
How I Traveled through South America
How I Traveled through South AmericaHow I Traveled through South America
How I Traveled through South America
 
Évolution Globale du CrossFit
Évolution Globale du CrossFitÉvolution Globale du CrossFit
Évolution Globale du CrossFit
 
Why would you want to live in (the South of) France?
Why would you want to live in (the South of) France?Why would you want to live in (the South of) France?
Why would you want to live in (the South of) France?
 

Recently uploaded

420 for sale near me Telegram @pplanet0 weed for sale in UAE
420 for sale near me Telegram @pplanet0 weed for sale in UAE420 for sale near me Telegram @pplanet0 weed for sale in UAE
420 for sale near me Telegram @pplanet0 weed for sale in UAE
ausway566
 
Hyderabad Girls call 👀 XXXXXXXXXXX 👀 Cash Payment With Room DeliveryDelivery
Hyderabad Girls call  👀 XXXXXXXXXXX 👀 Cash Payment With Room DeliveryDeliveryHyderabad Girls call  👀 XXXXXXXXXXX 👀 Cash Payment With Room DeliveryDelivery
Hyderabad Girls call 👀 XXXXXXXXXXX 👀 Cash Payment With Room DeliveryDelivery
Jasmine Rawat
 
Girls Call Andheri East 9910780858 Provide Best And Top Girl Service And No1 ...
Girls Call Andheri East 9910780858 Provide Best And Top Girl Service And No1 ...Girls Call Andheri East 9910780858 Provide Best And Top Girl Service And No1 ...
Girls Call Andheri East 9910780858 Provide Best And Top Girl Service And No1 ...
margaretblush
 
Buy Two Wheeler Insurance at Best Price in India | MyPolicyExpess
Buy Two Wheeler Insurance at Best Price in India | MyPolicyExpessBuy Two Wheeler Insurance at Best Price in India | MyPolicyExpess
Buy Two Wheeler Insurance at Best Price in India | MyPolicyExpess
R&D Insurance Brokers Private Limited
 
Busty Girls Call Navi Mumbai 🛵🚡9820252231 💃 Choose Best And Top Girl Service ...
Busty Girls Call Navi Mumbai 🛵🚡9820252231 💃 Choose Best And Top Girl Service ...Busty Girls Call Navi Mumbai 🛵🚡9820252231 💃 Choose Best And Top Girl Service ...
Busty Girls Call Navi Mumbai 🛵🚡9820252231 💃 Choose Best And Top Girl Service ...
902basic
 
BDSM Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl Service A...
BDSM Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl Service A...BDSM Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl Service A...
BDSM Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl Service A...
6459astrid
 
Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class Hyderabad Ava...
Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class Hyderabad Ava...Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class Hyderabad Ava...
Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class Hyderabad Ava...
aslasdfmkhan4750
 
SFU degree offer diploma Transcript
SFU degree offer diploma TranscriptSFU degree offer diploma Transcript
SFU degree offer diploma Transcript
oymwthh
 
development men lap tok mhlcf;k,hhg, jx,dthu;yli7b. pptx
development men lap tok mhlcf;k,hhg, jx,dthu;yli7b. pptxdevelopment men lap tok mhlcf;k,hhg, jx,dthu;yli7b. pptx
development men lap tok mhlcf;k,hhg, jx,dthu;yli7b. pptx
namansingla546
 
Manhole Covers_ Design, Durability & Innovation.pdf
Manhole Covers_ Design, Durability & Innovation.pdfManhole Covers_ Design, Durability & Innovation.pdf
Manhole Covers_ Design, Durability & Innovation.pdf
Pupa India
 
UCL biyezheng degree offer diploma Transcript
UCL biyezheng degree offer diploma TranscriptUCL biyezheng degree offer diploma Transcript
UCL biyezheng degree offer diploma Transcript
aaxweek
 

Recently uploaded (11)

420 for sale near me Telegram @pplanet0 weed for sale in UAE
420 for sale near me Telegram @pplanet0 weed for sale in UAE420 for sale near me Telegram @pplanet0 weed for sale in UAE
420 for sale near me Telegram @pplanet0 weed for sale in UAE
 
Hyderabad Girls call 👀 XXXXXXXXXXX 👀 Cash Payment With Room DeliveryDelivery
Hyderabad Girls call  👀 XXXXXXXXXXX 👀 Cash Payment With Room DeliveryDeliveryHyderabad Girls call  👀 XXXXXXXXXXX 👀 Cash Payment With Room DeliveryDelivery
Hyderabad Girls call 👀 XXXXXXXXXXX 👀 Cash Payment With Room DeliveryDelivery
 
Girls Call Andheri East 9910780858 Provide Best And Top Girl Service And No1 ...
Girls Call Andheri East 9910780858 Provide Best And Top Girl Service And No1 ...Girls Call Andheri East 9910780858 Provide Best And Top Girl Service And No1 ...
Girls Call Andheri East 9910780858 Provide Best And Top Girl Service And No1 ...
 
Buy Two Wheeler Insurance at Best Price in India | MyPolicyExpess
Buy Two Wheeler Insurance at Best Price in India | MyPolicyExpessBuy Two Wheeler Insurance at Best Price in India | MyPolicyExpess
Buy Two Wheeler Insurance at Best Price in India | MyPolicyExpess
 
Busty Girls Call Navi Mumbai 🛵🚡9820252231 💃 Choose Best And Top Girl Service ...
Busty Girls Call Navi Mumbai 🛵🚡9820252231 💃 Choose Best And Top Girl Service ...Busty Girls Call Navi Mumbai 🛵🚡9820252231 💃 Choose Best And Top Girl Service ...
Busty Girls Call Navi Mumbai 🛵🚡9820252231 💃 Choose Best And Top Girl Service ...
 
BDSM Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl Service A...
BDSM Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl Service A...BDSM Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl Service A...
BDSM Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl Service A...
 
Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class Hyderabad Ava...
Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class Hyderabad Ava...Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class Hyderabad Ava...
Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class Hyderabad Ava...
 
SFU degree offer diploma Transcript
SFU degree offer diploma TranscriptSFU degree offer diploma Transcript
SFU degree offer diploma Transcript
 
development men lap tok mhlcf;k,hhg, jx,dthu;yli7b. pptx
development men lap tok mhlcf;k,hhg, jx,dthu;yli7b. pptxdevelopment men lap tok mhlcf;k,hhg, jx,dthu;yli7b. pptx
development men lap tok mhlcf;k,hhg, jx,dthu;yli7b. pptx
 
Manhole Covers_ Design, Durability & Innovation.pdf
Manhole Covers_ Design, Durability & Innovation.pdfManhole Covers_ Design, Durability & Innovation.pdf
Manhole Covers_ Design, Durability & Innovation.pdf
 
UCL biyezheng degree offer diploma Transcript
UCL biyezheng degree offer diploma TranscriptUCL biyezheng degree offer diploma Transcript
UCL biyezheng degree offer diploma Transcript
 

34 Retailers Psychological Tricks

  • 1. 34 Psychological Tricks Retailers Use to Make us Spend More Money
  • 2. “It was psychological trick called empathic listening. You say what the person is feeling so they feel understood.” ― John Green
  • 3. During my time working as a trade marketer and salesperson, I’ve been learning a lot of tricks to impulse sales. Here are some of the most effective and widely-used internationally.
  • 4. Retail stores display cheap products at consumer sight for the client to perceive a great deal. With that offer, curiosity makes people visit the whole range of products inside the store and usually buy more, even though the other goods aren’t as economical as the first one you saw. Plus, the offer you spotted might be the simplest version of the product (without color choice, accessories, less features, etc.). This is a calling product for you to spend more. Nº1 - The call
  • 5. Example: the offer grabs your attention. But once you get in, they want to tempt you with more/different offers (sizes, flavors, etc.). So you spend more than planned. ! And sometimes you find out (too late) that the offer you were coming for actually has specific restrictions that apply or limited duration…
  • 6. Some people will always be attracted by the highest priced items. Retailers often exploit this psychology and increase prices on luxury items to intensify that high status & rarity perception, and therefore sales. Nº2 - Exclusivity Retailing wisdom holds that Rolex began selling more watches when they increased the price & the status of their product.
  • 7. Example: According to a study during wine tasting activity, when participants were told that a wine had a high price, they gave that wine higher ratings. They also experienced higher activation in the brain regions associated with feelings of pleasantness. To some extent, consumers are letting price influence how they feel about products and services.
  • 8. Most customers shy away from the lowest priced items. They don't want to be cheap, and often associate the lowest price item with poor quality. On the other hand, highest price items are here to help the customer contrasting his choices. So, for retailers, the best way to use psychology to increase sales is to highlight the middled price offer (or high rotation ones) at eye level. Nº3 - Middle Sale
  • 9. In 8 studies published from 1987 to 2004, prices ending with the magic number 9 ($1.99, 49 and so on) boosted sales by 24% (as per Priceless). Most people still perceive the items less expensive than with rounded prices. Nº4 - The missing cent Some go even farther, like in Colombia, retailers don’t have 1, 2 or 10 cent coins. So they’re not able to give your change back and round up your check in their favor.
  • 10. Sale and discount prices appear to be the most magical trick of all. Everyone loves a deal, and will often buy products just because they are on sale. Nº5 - Ultimate Discount
  • 11. Accessories are part of retailers’ strategy to make you spend extra money.  "Well, you can't get true HD pictures without buying the HDMI cable. Sure, you could buy this $15, but this $50 Monster Cable is made with better quality..."  Accessories are VERY profitable for retailers. Nº6 - Add-ons
  • 12. Brands offer free samples or testing for you to be convinced the product is working. It is widely used in cosmetics, sometimes with tricky effects to make you think it works instantly... sorry to tell you, no miracles exist! But beauty & happiness do sell. Nº7 - Testing ! Example: M.A.C (make up) offers a 10 minute focus session to make you feel beautiful and buy more.
  • 13. Example: the toy brand even has some « FunParks » for children to enjoy playing with their favorite toys with an exclusive shop inside. It’s a great way to make children push their parents to buy more of those little guys.
  • 14. By offering you the 10th purchase thanks to a loyalty card, you psychologically think you're earning something more for free. For the brands, it is a great way to encourage you to spend more & classify their customers by assessing their loyalty. For the customers, it is sometimes a great benefit, but it can also turns into a lot of junk mail, poor added value items or too many restrictions. Nº8 - Don’t Cheat Example: American Express has often been voted top loyalty program
  • 15. By collecting your data when you first buy from the brand, they get to know your preferences better and can send you targeted special offers for you to spend more. They can also learn your buying habits (when, where, how much, etc.). It is called Customer Relationship Management. Nº9 - CRM Example: Hugo Boss goes farther by asking clients personal interests and invite them to private events for new collections launch.
  • 16. "I sold one to a doctor yesterday". Implying that intelligent people make this purchase gives credibility to the offer. It is specifically good when selling technology or complex products. That way, people feel like they can also be as intelligent as that person & own it too. Nº10 - Smart Close
  • 17. "Ok I'll let you think about it, but don't tell me you're coming back tomorrow. If you really like the product, you better buy it now, because tomorrow I will need to sell it to you at the normal price". Basically they’ll just leave the customer for 1 minute and come back teasing him. It works a lot... Nº11 - Think About It
  • 18. By typing on the calculator, people automatically think you're making them a special treatment. It is also a great way to convince people better about a reduced price. Nº12 - The Calculator
  • 19. This is the first interaction clients have with a store. Owners make the most of this by displaying new, economic or high rotation products, or sales season. The objective is to get people's attention from the outside. Sometimes you don't even plan to get in, but still will... Nº13 - The Window
  • 20. Brands adopt a frequent turnover to stay competitive and always provoke the customer's interest. Newness enhances sales and pushes people to rush into the items quicker as it can be running out of stock. Nº14 - Product turnover Example: Zara is the best example we can give for that. They change their collection every 3 weeks so that customers can always feel like something new is coming. Plus, once you spot an item you like, you feel like you have to acquire it right now before it goes out of stock.
  • 21. Playing with packaging is a modern trick brands use to make you think you’re saving money on purchases. For example, they will expose a smaller packaging with the same price or a 10% off product but with reduced packaging. Nº15 - Packaging
  • 22. Buy 2, Get 1 free: by getting 2 products for the price of one, you feel proud. But in the end, they sold you more and probably made that much money. Moreover, they expect you to get used to it and come back visiting in a near future. Another one similar can be, "buy this one and I'll give you this for free" (like a concession in exchange for the close). It’s a great trick to make you feel « involved » with the brand. Nº16 - BOGOF
  • 23. « Yes, the price can seem high, but if you divide it into 365 days… » Reducing cost to daily amount can be very effective. It also helps to compare benefits & features over price. Nº17 - Cost Over Time
  • 24. « I think it's too expensive for you » says the salesperson. By classifying your customer or prospect into a lower range, he can feel hurt in his esteem and want to buy the most expensive product. I used that a lot selling pricey cosmetics and it works very often because people want to prove you they can afford it (pure ego trick). We would also use something like "Ok then, keep with your ineffective product" or "stay with your pain". Trust me, it hurts people's feelings. Nº18 - Bad Feeling
  • 25. Complimenting customers, especially for fashion stores, makes people buy more. Exaggerating is often part of the selling speech. A lot of people also try to connect with the customer's feelings and personal stories for that... Nº19 - Compliment
  • 26. Get people to commit with you and make them owe you something. They usually do this by asking several questions: « How are you today? Have you tried our products/ services before? Where are you from? Oh you play rugby, my son is a big fan of… »  Nº20 - Commitment
  • 27. Whether it is music, smell, images, touch, screens, lights, colors, path, etc. All those characteristics are widely used by most modern stores to improve customer experience. Of course we like colors and beautiful images around us. Studies also show that music influences the rhythm of our purchases; the faster the music, the quicker we buy. That's why restaurants often play slow music to encourage us to eat more. Nº21 - Atmosphere Example: IKEA revolutionized the customer experience by setting up a path to follow within the store. It is a very clever way to let people go around and buy extra products…
  • 28. Example: Subway makes use of the color green in its branding materials. This color is one of the easiest for the human eye to process. The color is also associated with health, balance and restoration, which are all integrated with Subway’s overall marketing strategy.
  • 29. It just consists of keeping some prices down during a small amount of time. That way, people feel the urge to get the product before the offer ends. Often, brands will repeat this in time, and thus you would have just been tricked (again). It works quite well… Nº22 - Time-limited Offer
  • 30. I've been part of it myself as a model. Basically, you're here to catch people's attention and flirt with them while they try or look for products. Let's be honest, people like what's good to look at and new experiences. Even if they only come for a picture with the model, then you get their attention inside the store. Also, some companies hire brand professionals to "help" you discover their products. It can be by providing information, testing or showing some features of it. It clearly boosts sales... Nº23 - Professional Hand
  • 31. Retailers classify their products by brands and categories in order to push complementary sales. For example, if you come to buy a shampoo, you'll find right next to it soap, deodorant, creams, etc. Or if you by alcohol, you’ll find snacks & beverages nearby… Nº24 - Cross-selling
  • 32. This one is a display, usually an informative image, placed in the aisle directly between the shelves, to catch your eye on a specific product. It often comes with detailed information/ benefits & a special price as well. Nº25 - Shelf Display
  • 33. Those are displays near the cashier or directly on the counter. It aims to make people spend more while they're waiting to check out with their items and provoke additional sales at a small extra cost. Examples: beverages, magazines, candies, etc. Nº26 - Counter Display
  • 34. It usually consist of one product only (new or high rotation one), displayed at the tip of the aisle, with a visible price and limited in time. It also comes with a header/banner, bright colors and some floor guidance. It helps selling a lot more as people see a bargain limited in time and quantity. Nº27 - Special display
  • 35. According to studies & research, we tend to have some kind of natural behavior walking towards certain directions. The hot zone is where we go spontaneously; that is where are displayed the special offers to provoke impulse and higher sales (pyramid, zig zag...; making us step in the "right" direction). The cold zone is less visited & more distant; it is where we go on purpose because we know the products we're looking for are here. Nº28 - Hot/Cold zones
  • 36. Plus, you'll notice that most supermarkets' entrances are located on the right, not on the left. Studies reportedly showed we tend to walk towards the right. By entering the right (or center sometimes), they make sure we go all over the place before leaving so that they can trick us with some special discounts and offers. It is also why you don't see many external windows within those places (they try to lose us and make us forget what's going on outside). But of course, every shop has its own analysis & influence on the customer flow and arrangement for better results...
  • 37. By communicating, brands grab your attention to get you to come and visit them more often. It can be through promoting the brand, a new product or an exclusive offer. Each brand embraces its own tone, message & strategy. Nº29 - Advertising
  • 38. According to a 2009 Cornell University study, prices marked with dollar signs are correlated with lower consumer spending levels. The reason why? We’re overloaded with information. Words and symbols are additional pieces of information for us to process. Expensive restaurants with a minimalistic approach (‘24’ vs. ‘$24’) want patrons to focus on the food instead of the price (sometimes they don’t even display it). Nº30 - Get Rid of $
  • 39. « Not seen, not taken ». Retailers make the most of your fast pace (about 1 meter per second) by displaying at least 2 facings of one product. It enhances the visibility of the offer and thus the probability of purchase. For that reason, many brands try to group most of their products together. It gives a strong image. Nº31 - Facing
  • 40. This technique consists of assembling items together to show people how good it fits. It aims to inspire people & push them to buy more goods. It is largely used within the fashion industry with top & bottom clothes displayed as a whole. Nº32 - Anatomy
  • 41. The way retailers display their messages through the store is no coincidence. They wisely choose where they want you to go with big posters visible from far. It sometimes gives you information you weren’t planning on seeing…and so buying. Nº33 - Communication
  • 42. Retailers use special events to provoke your (or your children’s) attention. Often, as it is the case for Christmas, it urges people to come and buy the products quickly before there’s no more. Plus, prices usually go up for those seasons. Nº34 - Christmas Treat
  • 43. One of the smartest move a brand has made recently is the campaign run by Coca-Cola. Give your friend a bottle with his name, namely « give happiness to those you care about ». It is a fantastic technique to get people to spend more, because they think they're also doing something good for their entourage… and they all enjoy themselves. ! When I was selling cosmetics within malls, we saw many customers coming back the day after, saying: "I'd like to return this product. It's not that I don't like it, but it's just that I don't know why I bought it; I'll never use it anyway". That's just an example of how good those psychological tricks are... Conclusion
  • 44. The challenge of the retail business is the human condition. -Howard Schultz
  • 45. Jérémie  -­‐  Professional  Model,  Serial  Ent6epreneur   &  Personal  Development  Adopter.     ! French,  Fashionista,  FitAess  Addict,  Blogger,   Ambitious,  Salesperson,  People-­‐Oriented Author