Market research: Layouts, lighting, music — The science behind your basket

Supermarkets and retailers strategically employ various tactics to maximize sales, according to two academics from North-West University. These strategies include product placement, colored lighting, two-for-one specials, and child-directed marketing. While consumers cannot be controlled, they can be influenced, and their behavior is a science, explains Roland Goldberg, an associate professor at North-West University who specializes in consumer behavior.

Goldberg notes that consumers often follow a "bread and milk pilgrimage" to reach daily essentials placed at the back of the store. This forces them to pass by other products, increasing the likelihood of additional purchases. Unhealthy food items like energy drinks and sweets are usually placed in the middle of the store, enticing shoppers to try them while purchasing milk or eggs.

Lighting is another factor supermarkets use to influence consumer behavior. Pinkish or reddish fluorescent light is sometimes used to make meat appear more appealing in the butchery section. Slow tempo music is also strategically chosen to slow down shoppers' pace, encouraging them to linger and purchase more items. Fast-paced music is rarely played during peak hours, as it would cause customers to leave quickly.

Promotions, such as "buy two, get one free," are used to entice customers. Loss leaders, high-demand items sold at a loss, are strategically placed to drive foot traffic and boost sales of other profitable products. Loyalty programs and social media advertisements also play a role in influencing consumer behavior by offering personalized discounts and advertisements based on purchasing history and online activity.

Child-directed marketing is another tactic used to appeal to young consumers. Placing products at children's eye level, such as cereal boxes with cartoon characters, creates an emotional connection between children and the product, leading to increased sales.