In supermarkets, all methods are good to make consumers buy more. Even shopping carts and baskets are part of the strategy.
Entering a supermarket often means confronting more or less aggressive methods pushing buyers to consumption. A promotion, an interesting discount, and now a product not on the shopping list ends up in the basket. Even the latter could be part of the strategy to make people buy moreaccording to Cathrine Jansson-Boyd, consumer psychologist interviewed by the British media Mirror.
First step: put wheels on the baskets. “People used to find that if they put too many things in their basket, it would become too heavy and that was a sign that they had to stop shopping because they couldn’t carry it. “explains Cathrine Jansson-Boyd. “That’s why we often see baskets on wheels these days.” Since they are easier to transport on wheels, these baskets can be filled moreeven though they are smaller than a shopping cart.
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Shopping carts more visible to be used first
Even the placement of shopping carts and baskets would be thought out in such a way as to favor the firstso that consumers buy more products. “Often, small carts are placed on the side opposite the entrance of the store and the large trolleys are on the side of the entrance”notes the expert. “If you want the smallest, you have to go all the way around to get it, so it’s usually easier to take the bigger one when you enter, for he is near the door.” The small baskets, on the other hand, are more likely to be found near the checkouts, and not only because consumers put them down before putting their products on the conveyor belt. According to Cathrine Jansson-Boyd, “It looks like people have left the baskets by the tills while shopping, but often that’s not the case. [Les supermarchés] put them there because it means it will be easier to pick up the larger basket on wheels on the way in than to go to the tills to pick up the smaller one.”