South African experts explain how supermarkets influence shoppers’ choices — Daily Maverick
In South Africa, lecturers at North-West University described techniques supermarkets can use to influence shoppers’ behavior, from store layout and lighting to promotions, loyalty programs, and the design of products for children. This was reported by Daily Maverick.
Consumer behavior expert and associate professor Roland Goldberg noted that flowers are placed near the entrance to attract visitors’ interest. Stores often position everyday necessities — bread, milk, and eggs — at the far end of the sales floor. According to him, this makes shoppers pass other shelves and increases the likelihood of unplanned purchases.
Lighting, music, and promotions
Goldberg suggested that pink or reddish fluorescent lighting in meat sections may make the product visually more appealing. He also said that supermarkets select the tempo of music, which can affect the speed at which visitors move. Slower and calmer tracks, in his view, encourage people to spend more time in the store.
A separate tool is discounts on popular products whose prices shoppers remember well, including milk, bread, or instant coffee. Goldberg explained that a product may be sold below cost to draw people into the store. The loss on such an item is expected to be offset by other purchases during the same visit — sweets, household chemicals, hygiene products, or meat.
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He called loyalty programs a “digital handshake”: shoppers receive points and discounts in exchange for data on the products they buy. Such data can be used for inventory planning and personalizing advertising messages. During online shopping, supermarkets can also track products added to a cart and advertise them on social media.
Marketing aimed at children
Goldberg drew attention to the principle of “eye level is buying level.” Products for children, including cereal, may be placed on lower shelves, while cartoon characters on packaging can create an emotional connection with a product.
Dietitian Mariaan Wicks studied 516 packaged food products and beverages aimed at children in South African supermarkets and online stores. According to the study’s results, 66% of such products were classified as less healthy. These were mainly confectionery products — chocolate, ice cream, and candy. Wicks believes that bright packaging, games, gifts, and characters can influence product choices in households.
To avoid impulsive spending, Goldberg advises sticking to a pre-made shopping list, not going to the store hungry, and choosing a hand basket for a few items or not taking one at all instead of a cart.
