Trucos que utilizan los supermercados para lograr la atención de sus compradores

Trucos que utilizan los supermercados para lograr la atención de sus compradores

Desde los tradicionales precios psicológicos a los estímulos más modernos del neuromarketing, los supermercados seducen con varios trucos.

Uno de los lugares en los que todos los consumidores pasan algún tiempo son los supermercados. Son la llave de entrada a todas las cosas que resultan fundamentales y claves en la vida cotidiana y por tanto son un lugar que es difícilmente evitable. Todos pasamos por allí alguna vez durante la semana, algunas veces con una frecuencia casi diaria.

Los supermercados son unos expertos en el uso del marketing y en la aplicación de las nuevas tecnologías y de los nuevos descubrimientos para potenciar las ventas.

¿Cómo consiguen los supermercados seducir a sus consumidores? Estos son algunos de los trucos que emplean.

La disposición de los productos

El cómo están ubicados los productos en las estanterías es lo que acaba haciendo que los consumidores los vean y los incluyan en los carritos de compras.

Así, los productos que quieren ser vendidos o que son los que funcionan como elemento de llamada suelen estar a la altura de los ojos para que capten la atención del consumidor. Pero no solo funciona el tener algo delante justamente de la mirada, la posición en una estantería va mucho más allá. Un estudio reciente de neuromarketing ha demostrado que la dirección de nuestra mirada también afecta el cómo percibimos la marca y por tanto  lo que pensamos de ella. Los consumidores que miran habitualmente hacia abajo suelen ser mucho más observadores y tener una visión más amplia, por lo que suelen escoger más que los que miran hacia arriba.

Pero no solo funciona cómo están en las estanterías sino también cómo todo está dispuesto en general ante el consumidor. Los productos de primera necesidad no están al final del supermercado por casualidad, sino porque así los consumidores deben recorrer todo el establecimiento para llegar hasta ellos y por tanto hay más posibilidades de hacer que cojan otras cosas. Y que en la entrada estén las frutas o las flores tampoco es coincidencia: que sean lo primero que se ve refuerza la idea de frescura.

La disposición de los productos juega un papel hasta el momento final de la compra. En la línea de cajas suelen esperar al comprador aquellas cosas que no habría mirado durante la compra pero con las que puede entretenerse mientras espera para pagar (como chocolatinas o revistas) o algunas cosas que se tienden a olvidar (como pilas). Ellas serán las que se incorporen al carrito en el tiempo de descuento.

 Marketing sensorial

Los supermercados también juegan con el marketing sensorial y lo hacen de una forma muy eficaz. Los estímulos que llegan a través de los sentidos como el olfato o el oído son procesados a un nivel mucho menos 'controlado', por así decirlo, que los que entran por la vista. Entran de lleno en el subconsciente y consiguen, por tanto, seducirnos a un nivel que es más difícil de controlar por el propio consumidor. Despiertan emociones, sensaciones, y empujan a actuar.

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