Buying on impulse—it happens to the best of us.
It’s easy to do; you go to the store to buy deodorant but get distracted and buy a new hoodie, a video game, and some earbuds.
You walk up to the checkout line and see that new “Hunger Games ” movie everyone’s talking about. You haven’t seen it yet, so you pick it up and add it to your cart.
You get home and realize you bought a lot of stuff you don’t really want or need, but you forgot deodorant—the very thing you went out to get.How does this happen?
Owners design their stores to influence your purchases.
Zapped by positioning prosMake your money last!
Stores pay people to position items in the store so you’ll be more likely to buy them.
Check it out next time you shop; leave your money or credit card at home, and look at aisle displays and sale bins. You probably wouldn’t buy any of it if it wasn’t displayed so prominently.
The positioning tricked you into thinking you had to have all that junk to be happy.
The experts use logic, psychology, and profitability to determine which items go in which places. Marketers want to draw your attention to items you probably never considered buying, but suddenly seem attractive and necessary—the kind of items that make you think, "Oh yes, I need that."
When something is priced right, placed next to the cash register, and you have several minutes waiting in line to look at it, you decide you want it...and Zap! The positioning pros win again.
How do you resist all those forces tugging at you to buy? Here are a few suggestions...