Supermarket shoppers are becoming increasingly aware of the tricks that retailers employ to entice them into spending more. Retail expert Stephanie Hood, from The CMO, has identified several key methods used by retailers to persuade customers into parting with their cash and has provided tips on how to avoid falling victim to these tactics.
1.
Urgent-Sounding Mistake Messages:
Have you ever received an email from a retailer with a subject line that makes it sound like they’ve made a pricing mistake? According to Stephanie Hood, this is likely a deliberate tactic.
‘Most of the time, it’s no accident,’ she says. ‘Retailers know that curiosity kills the cat – or, in this case, burns a hole in the shopper’s pocket.’
These emails often claim a pricing error, only to offer the product at a slightly lower price than usual, creating a false sense of urgency and a deal too good to pass up.
2.
Flash Sales:
Flash sales are another common tactic used by retailers to get shoppers to spend more. These limited-time offers create an illusion of scarcity that can make even the most hesitant buyer rush to make a purchase.
‘By promoting products that are ‘only available for the next 24 hours’ or until supplies last, sellers can drive immediate sales as users rush to catch a deal before it disappears,’ Stephanie advises.
3.
Cart Abandonment Emails:
Sometimes you might add items to your cart and, before you know it, you have a dozen more tabs open and you’re googling something entirely unrelated. Life happens.
‘If you have the patience, try adding items to your shopping cart and then leaving the website,’ Stephanie suggests. ‘Within hours, it’s likely you’ll receive an email nudging you back with a small discount.’
‘Retailers know that once you’ve shown interest in a product, you’re more likely to buy if you feel you’re getting a deal. ‘This strategy effectively turns browsers into buyers by exploiting a common weakness – the fear of missing out.’
4.
Decoy Products:
Struggling to choose between two items? The retailer may throw in a third to tempt you into parting ways with more of your cash.
‘If you’re comparing two jackets, one priced at £100 and another at £150, a retailer might introduce a third jacket for £145 that’s less attractive,’ Stephanie explains. ‘The presence of this decoy tends to shift consumer preference towards the higher-priced, better-value £150 jacket, boosting the retailer’s profit margin.’
By being aware of these tricks, shoppers can be more mindful of their spending habits and avoid falling prey to these clever marketing tactics.
