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盘点超市里15个心理陷阱掏空你钱(组图) [复制链接]

发表于 2015-7-7 22:53:54 |显示全部楼层
不知你有没有发现,逛完超市,最后买的总比原先预想的多,回家后也往往会后悔?答案可能让你大吃一惊:超市里所有的一切——从货架到摆放、广告、灯光、音乐,看似随意,其实都经过了精心设计,目的只有一个,就是把钱从你的口袋里“掏”出来。
1、与视线平行的商品利润高。超市的商品摆放都有一个共同原则:你容易拿到手的永远是商家最想卖的。调查显示,销量最佳的物品摆放位置依次为与顾客视线平行处、齐腰处和齐膝处。其中,前者是超市货物摆放的最佳位置,可增加70%销量。所以,超市一般把利润较高或者快过期的产品放在1.5米到 1.7米的高度间,方便大家看到后随手就能拿取。
2、最想卖的东西放右边。超市的购物通道一般是足够宽、笔直平坦、少拐角的,这是为了尽可能延长消费者在超市的“滞留”时间,避免他们从捷径通往款台和出口。超市还利用人们习惯用右手的习惯,将最想推销的、利润较高的商品,放在主购物通道或展柜的右侧,顾客经过时,会被一些本不需要的商品激起购买欲。
3、薄利多销品“守住”入口。走进超市,迎面可能就是一堆特价商品,但你要保持冷静,越是容易看到、拿到的商品,越是超市利润较高或急于出手的商品。一般来说,挨近入口的地方,放的多是薄利多销、购买频率高的商品,以吸引你进门,比如书本、拖鞋、毛巾等,而烟酒等贵重商品一般放在超市中间偏后区。
4、新鲜商品摆最里面。超市总是希望“把先进的货物先卖出去”。所以,摆放牛奶、酸奶时,喜欢把最新鲜的产品摆在最里面,每天逐渐更换;冰柜和冷柜食品,也都是把新鲜产品放在最下层。如果你想买出厂日期最近的,那就把最里面的商品“掏”出来。
5、蔬菜水果利润最高。超市中的蔬果大多陈列在中心位置,有两方面原因:第一,心理学研究发现,由于人类早期长时间居住在阴暗的洞穴里,因此对色彩缤纷的食物有一种本能的兴奋,占有欲和购买欲容易被激发。第二,农产品是超市里利润率高的产品,大多数超市都将这个区域承包给供应商,虽然价格比菜市场贵得多,但在超市也能卖出去。
6、价格“拆东墙补西墙”。超市里有一整套复杂的价格策略,你可能会看到“天天低价”、“5公里范围内最低价”等大幅吸引眼球的标语,但实际情况却并非如此。超市使用心理学上的“晕轮效应”,将食品、日杂等生活必需品的价格定低一些,让你形成这家超市比较便宜的印象,并且不自觉地以为所有东西都便宜。
7、现烤现卖以“味”诱人。超市面包房中飘出的浓郁香味总让人无法抗拒。一般人认为现场烤面包、做熟食是为了“新鲜”,其实,这是超市的“嗅觉营销”。研究发现,食物的香味会刺激人体各种消化酶的分泌,调动与欲望相关的情感中枢,即使你不饿,也会在不知不觉中增加食品的购买量。
8、儿童的钱最好赚。最容易出现购买冲动的是谁?孩子。儿童的消费是非理性的,并且占有欲很强,可以在情绪上操纵父母。正是利用这种消费心理,超市里有一套赚孩子钱的销售策略:第一种就是精心布置儿童产品(玩具、食品等)展柜;第二则是在孩子必经之路设“埋伏”。
9、买一赠一有猫腻。世界著名食品企业纳贝斯克食品有限公司多年的促销经验认为,折扣标志可增加销量的23%。但其实也有陷阱:有些商家悄悄提高商品价格后再附送赠品。比如一瓶洗发水本来20元,现在买一瓶洗发水赠送一块价格2元钱的肥皂,但洗发水的价格已被悄悄提高到22元。
10、特价区“混水摸鱼”。超市里常常会搞促销,但有些促销却未必真便宜。比如在特价区会混有一些原价的东西;在大大的价格表下用不起眼的小字写了该商品的生产厂家,同时混放其他品牌,一些不细心的顾客容易误买;在服装区,把颜色、款式相近的不同牌子的衣服混放,只标便宜的价格,把高价的价签藏到不显眼的地方。很多特价商品也并不“超值”。
11、大包装比小包装更贵。很多消费者会有“买得多比买得少实惠”的惯性思维,这也成为了超市的一种“销售心理战术”。逛超市时,你可以算一算,很多商品的大包装价格都比小包装贵。这种情况大多存在于休闲食品中,如饮料、薯片等。而且这些商品的重量、价格往往不是整数,比如480克、458克等,消费者一时也算不清到底哪种更划算。
12、被切开的水果“来历可疑”。包装分切的水果可以吃多少买多少,这种销售方式表面看很方便消费者,其实来历可疑。超市每天都有大量水果因外观或变质等问题无法销售,一般的做法是化整为零,包装销售。有些超市的工作人员用刀把果蔬坏的部分切掉,剩下的切成小块,用保鲜膜包装起来,这样看不出一点儿问题,消费者买到的商品质量却可能大打折扣。
13、利用灯光以“色”引人。一些小超市中肉类专柜的上方回安装粉红色灯,能让鲜肉看起来更加诱人,等你买回家一看就不是那么回事了。因为暧昧的灯光往往让食品更娇艳,一般来说,肉类常用红灯光,面包类常用黄灯光,海鲜类常用蓝灯光。
14、导购员大多拿回扣。逛超市时,会碰到许多“导购员”向你热情推荐产品。其实,在他们热情的背后,却有拿回扣的“隐情”:一些影响力不大的品牌通常没钱大量投放广告,质量也不出众,所以利用“人海战术”,在超市内大量安置导购员,并允以高比例提成。导购员一般会使用“褒此贬彼”的方法,拼命劝说顾客购买自己承销的品牌商品。
15、结账是最后一道购物关。暴露在面前的诱惑越多,顾客就越经受不起这些考验。调查发现,被“困”在长长结账队伍中的人,购买货架上糖果、饮料的几率高25%。款台边的商品一般是日用品或经济实惠的小型零食,而排队付钱时往往是人最没有耐心的时候,让你很难扛过这最后一道购物关。

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