Gaby
Every time shoppers visit a supermarket, they often fall into the same traps. As a result, they end up spending more than they intended and unwittingly picking up a bunch of unnecessary items.
Retail experts warn: don’t be drawn to products placed at eye level. Often the better deals are above or below that line.
Most Shoppers Get Lost in the Aisles
That’s the conclusion of experts at Which?, the British consumer rights group that pushes for product quality and fair treatment.
They warn not to be lured by items neatly arranged at eye level. Those products may look more appealing, but they’re often significantly pricier than items on less accessible shelves.
“The most expensive brands are often found at eye level, while cheaper products are typically placed on lower shelves,” the group said.
At eye level you’ll usually find offers from well-known, pricey brands. “Just because it’s branded doesn’t mean it’s better,” Which? notes. On the higher and lower shelves you can find store-brand products that often turn out to be as good as — or better than — heavily marketed options, the Daily Mail reported.
Planograms as a Profit Strategy
Supermarkets use a variety of tricks to get shoppers to spend more.
One legal but manipulative strategy is the planogram. This deliberate product layout is designed to encourage shoppers to spend more than they planned. “A planogram is defined as a diagram or model that shows the placement of retail products on shelves to maximize sales,” explained Graham Kendall, a professor of operations research at the University of Nottingham (UK).
Kendall sums it up: “eye level is buy level.” Products placed at eye level sell better. But bend down or reach up and you’ll often find equally good—or better—options.
He also advised not to overlook items located at the beginning of aisles. Shoppers often rush past them, but that’s where some of the best deals are hidden.
Always Have a Plan
Which? says: “Supermarkets use other tricks to encourage us to spend more, such as placing essential items at the back of the store and as far apart as possible.” That usually means milk, eggs, and bread. While hunting for those staples, shoppers walk through extra aisles and often add things to their carts that could wait for another trip.
Stores also bait customers with colorful signs advertising seasonal offers and promotions. Behind those bright messages are items nobody wanted to buy or products nearing their expiration dates.
Behavioral experts recommend this: Make a list of needed items in advance and stick to it.
