Marketing ploys. How customers are deceived in stores

The term IoT received its rebirth at the suggestion of Cisco analysts.

Cisco analysts calculated that in the period from 2008 to 2009, the number of devices connected to the global network exceeded the population of the Earth - thus, the “Internet of People” became the “Internet of Things.”

In the summer of 2013, Cisco launched a counter of devices connected to the Internet, Connections Counter, where you could see their number in real time. Thus, according to the corporation's analysts, at the end of July 2013, 10.3 billion connections were recorded. Interestingly, the forecasts of analytical agencies and vendors for the number of connected devices differ several times - from 3.8 billion to 16 billion in 2014 (Gartner and ABI Research, respectively) and from 25 billion to 50 billion by 2020 (Gartner and Ericsson respectively). It is clear that forecasts are a thankless task, and all numbers will be adjusted, but still, the tendency of individual analysts to inflate prospects should sooner or later be fundamentally criticized.

But why is everyone talking about the Internet of Things now? It would seem that individual components and technologies were developed a long time ago. For example, the concept " smart home”, which is often mentioned in the context of the Internet of Things, has been around for many years.

Traditional product " smart House"Until recently, it was available only to wealthy clients - the budget of one project started from tens of thousands of dollars and ended in millions. Just remember Bill Gates' home in Medina, Washington.

However, dramatic changes are taking place before our eyes. At the beginning of October, many representatives of companies installing smart home systems attended the Automation 2.0 conference in Moscow. As one of the leaders rightly noted Russian club KNX (a communication bus standard used for building automation), either these companies will take part in the new technological revolution of the Internet of Things, or they will simply be washed away from the market by the tide.

The same applies to telemetry in connection with the Internet of Things. It is believed that telemetry first appeared in the 19th century. But the most famous news about telemetry came with rocket and space technology. At Open Innovation 2015, one of the respected professionals representing a very large corporation said that nothing has changed in the Internet of Things; devices were already transmitting telemetry data via their bus. Of course, he was lying when he said that he saw no difference between a proprietary bus and the Internet of Things.

Marketing ploy

Quite often you hear from irritated specialists with extensive experience that the Internet of Things is just a marketing ploy, an artificial term that unites incompatible things.

Their irritation is understandable, since companies that do not fit into the new Internet of Things trends will also be washed away from the market.

Perhaps everything is so, and the Internet of things is just marketing term. But it allows us to talk about the future, and completely different companies can agree to collaborate to change the world for the better - precisely by talking about the Internet of Things as a concept. Overall this is new driving force, which is fundamentally transforming many industries.

IoT Trends

So what changes have taken place in Lately? What allowed us to talk about the Internet of Things?

The main changes are:

Constant reduction in the cost of electronic components;
Ubiquitous wireless networks;
Availability of cloud computing.

What other trends are worth mentioning in this context?

Further penetration of the Internet;
Height bandwidth channels;
Development of machine-to-machine communication (M2M) technologies;
Start of transition to IPv6;
Mastering software-defined networks;
Reducing the cost of data processing;
A steady trend towards the “mobilization” of networks, devices, programs and applications;
Increasing the number of startup projects related to hardware;
Released by leading manufacturers of Internet-connected electronics;
All large companies are focused on creating ecosystems around their own products;
Many companies provide software to integrate your products and services;
Interest in the Industrial Internet of Things (IoT) sector among various enterprises is increasing;
...as well as to the smart home sector (Connected Home, Connected Home Services, Connected Devices) of different segments of society;
Growth in sales and available fleet of smartphones and tablets;
The number of applications for

Stores and shopping centers use a lot of tricks to attract customers and persuade them to spend money. How not to fall for their tricks, read our article.

Thoughtful logistics

Previous price

How to behave in

Manufacturers and sellers of goods use not only direct arguments - quality and price - in the battle for the buyer. Very often they use marketing gimmicks, because of which we behave unreasonably at counters and shop windows and only later, already at home, do we realize that we have made expensive or simply unnecessary purchases. Let's figure out what spells the masters of marketing and merchandising bewitch us with.

Red price

Marketers have done a good job of ensuring that the color red is ingrained in our minds as a symbol of discounts. Now these bright price tags attract people, even in cases where prices have not actually been reduced. Sometimes the previous price is indicated on the price tag, however, as a rule, it is impossible to check whether it was exactly that. Very often, before reducing or freezing prices, they are deliberately raised first. In most countries, there is no law that would force sellers to answer the question about the previous “discount” price truthfully.

Path in the labyrinth

Have you noticed that in a modern supermarket, daily goods are located far from the entrance, and even laid out in such a way that they are not immediately visible? As a result, in search of bread, milk and eggs, we wander through a labyrinth of shelves from which attractive but unnecessary things stare at us. As a result, we bring many of them to the checkout. But even there, an additional portion of small things awaits us, which we can throw into the basket while we wait for our turn.

Consumer basket

It was invented to supply customers with huge carts back in the 30s of the 20th century. A chocolate, a pack of tea or a bar of soap seems so lonely in them. And we unconsciously begin to select a “company” for them, so as not to feel uncomfortable at the checkout. Sometimes the floor in a store is deliberately made uneven so that an empty cart rattles on it, and we want to stop attracting attention by loading it. It is much wiser in such cases to simply take a small basket, but cunning sellers usually arrange them so that they are not conspicuous. In addition, there are usually much fewer baskets on the sales floor.

The magic of smell

Marketing gimmicks in stores are sometimes aimed not at sight, but at our sense of smell. Everyone knows that the smell of fresh baked goods can enchant anyone. And if you go to the store hungry, you will take away a whole bunch of expensive goodies. To more actively whet the appetite of customers, supermarkets often create culinary departments where food is prepared and heated for sale.

Impact of sound

Do you think music is played in stores so that salespeople don’t get bored? In fact, the soundtrack sets the pace for your shopping experience. Melodies whose rhythm is slower than our heartbeat make us stop at the shelves, relax and take a closer look at the products. And energetic music is played when customers are in a hurry, rushing to buy groceries dinners n, in evening time. Its rhythm makes you speed up and buy without thinking.

There are more subtle tricks that also operate beyond the boundaries of consciousness. For example, an experiment showed that people begin to buy wine more actively when French music is played in the department.

Shopping euphoria

When you think about how we are deceived in stores, you begin to notice small parts, which at a quick glance do not seem significant. Have you noticed that shopping centers have no windows? That on the walls inside you will never find such a simple accessory as a clock? All this is done to make you forget about time and fall into the soft but tenacious clutches of shopping euphoria. This special state in which the buyer ceases to control purchases is called Gruen transfer, or “Gruen transfer”. The name immortalizes the name of the Austrian architect who invented and first implemented the modern concept of an indoor shopping center. And now most malls use the same techniques.

At the entrance you find yourself in a spacious free space- it is necessary for you to get used to changes in temperature and lighting and feel comfortable. And nearby, a perfume boutique is already attracting with its smells.

Stores are organized by product type. Moreover, next to the more expensive ones there are cheaper ones. Oddly enough, in the shopping center profits from such a location also benefit outlets with goods for more high prices. If they were in a free-standing store, a buyer who wants to save money simply would not go there. And when everything is nearby, you can get acquainted with the assortment without effort, as if at the same time. Well, once you have crossed the threshold, there is a high probability that you will impulsively decide to fork out the cash. Again, the most popular stores are hidden in the depths of the shopping arcades, so that while searching for them you will pay attention to other products.

The entertainment options of a large shopping center make you stay longer. And when you go to have a bite to eat, you will have to dine at a not very comfortable table on open space food court. “No need to sit around, let’s eat and go shopping!” - marketers tell us.

Thoughtful logistics

In large supermarkets, the layout of the entrance, exit and shelves forces us to walk, constantly turning left. At the end of the turn, our gaze falls on the middle of the right rack, where the most expensive goods or products that are approaching their expiration date are already prepared. Naturally, things that people want to sell are laid out at eye level for a person of average height.

Previous price - smaller quantity

This trick was invented not by sellers, but by manufacturers. Previously, you bought buckwheat in a kilogram bag, but now cereals of the same brand are packaged in 900 grams. At the same time, the design of the pack and the price do not change, and out of habit, you throw the product into the basket without looking, buying 100 grams less than you think. The same system works with washing powders and other popular consumer goods.

How to behave in stores so as not to fall for tricks

The main rule: be clearly aware of what goods you are going to the store for. The best thing to do is write a list and follow it strictly.
Use small baskets instead of carts if you don't intend to buy a lot.
Remember that many companies make more money by selling related products. When you buy shoes, don’t let them force you to wear socks or care products that are exorbitantly expensive. When buying tea, do not give in to the impulsive desire to respond to the seller’s offer and buy expensive sweets in addition.
Read all the information on the price tags. Often profitable price offered only to clients with discount cards, and the one at which they will sell you is printed in smaller font. The bet is that at the checkout you will not want to refuse the purchase and will pay more, and if you are offered a discount, most likely you will immediately agree.
Remember that 1.99 rubles is rounded two, not one.

The aisles of goods in a supermarket can be the scene of an invisible battle in which the simple-minded search profitable purchases On the buyer's side, there is a cunning and thoughtful experience of organizing supermarket sales.

1. Products located at eye level

It is not surprising that on the middle shelves of shopping malls you will find expensive goods that are considered the best, because these are the most visible places. To avoid falling into this trap, look for cheaper replacements on the top and bottom shelves. You may have to bend over or reach up to do this, but the effort will likely pay off.

2. Buy fresh

Of course, supermarkets will try to sell the oldest vegetables and fruits first, so that they do not linger on the shelves. Always check the expiration date whenever possible. Look for the newest items in the back rows or under all other items. When you buy food that is fresher, there is less weight lost, which means you save money.

3. Temptations near the cash register

The marketing ploys aren't over even when you get to the checkout counter. Most supermarkets will try to tempt you with sweets, magazines and all kinds of batteries. While you are waiting in line, similar products will catch your eye everywhere. If you are shopping with your children (in my experience, this is usually a mistake) and if they have not yet pressured you into buying something while you were wandering around the supermarket together, then this is where the final chord will come and they will definitely try to pressure you . Of course, these items are displayed near the cash register to entice you to make unplanned purchases.

4. Identical products at different prices

Supermarkets thoughtfully price similar products differently and arrange them in different parts store. For example, it is rare to find natural products next to their unnatural counterparts. Why? Because it will be easier to compare various goods and most of us will choose what is cheaper. Thus, the supermarket has two target markets, where everyone pays what they are willing to pay.

5. Make a list and check it twice

In supermarkets necessary goods are placed separately from each other so that when you walk through the store looking for what you need, you make a longer journey. And on your way you come across tempting products that push you to make unplanned purchases.

You can do an experiment. Let's say, choose a hotel in Bali with a charter flight from Moscow and see how much it will cost at a travel agency, and then, following my recommendations, see how much the same thing will cost if you do everything yourself. I am sure that the difference will be 30%.

By making a shopping list and making a firm decision to only buy what's on that list at the supermarket, you can combat the temptation to make unplanned purchases and thus reduce your spending. Making a list takes some sort of skill. You must learn to plan meals for a week (or even more if you can, because the less you go to the supermarket, the better). Don't forget to check the contents of your refrigerator, freezer and kitchen cabinets for the availability of food supplies and everything that can be used for food. This way you will learn not to buy goods that we don’t need.

6. The second one is free

Many offers like “if you buy one product, you will get the second one free” are tempting. But unless you really need the second item, it's a false economy.

7. Cheaper goods

In marketing, this is called “downbranding” - a phenomenon when a cheaper alternative is found for the desired goods. As noted above, products located on the middle shelves are products that are considered the best, and products located above and below are cheaper products.

In life, we must strive to minimize costs without compromising the quality of life, maximizing income and investments/savings. With a high degree of probability, we can say that there are always significant reserves for savings in such items as expenses for food, accommodation, communications, loan servicing - up to 20% of these costs can be cut and you will not be worse off.

Nowadays supermarkets don't make their branded goods themselves (unfortunately they don't have their own factories for everything they sell under their own brand), so it may well be that supermarket branded goods and cheaper goods (or goods from other manufacturers) are actually made by the same people. You can try a cheaper alternative every week the desired product and see if it matches your taste and requirements to the same extent as a more expensive product. Of course, this doesn't always work, but over time you'll likely find products that are the same quality as more expensive products for less. The key to success in this business is the absence of snobbery, which is usually expressed in a preference for branded products.

8. These tricky goods in the bargain

And again, this is a trick to force the buyer to make an unplanned purchase. Pay attention when there is something else attached to the product you are buying. For example, if you take a beer, you may find some delicious nuts or chips attached to it, or, in the same way, when buying tea or coffee, you may accidentally buy some cookies along with them. Once again, it should be emphasized that you should have a list and you should check it all the time so as not to make such unplanned purchases!

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Nobody wants to lose profits, even if a crisis hits, so marketers are always on alert: they force you to spend money..

1-
Less is more:
reduce packaging volume

Image: Marion Eichmann

Famous marketing ploy- reduction in product volume. The price of the product remains the same, but the net weight decreases. Instead of liter milk packaging, some manufacturers switched to 900 ml; canned food, pastes, pates and other products are often packaged in containers with a concave bottom, which also “eats” part of the product. Manufacturers not only maintain profits, but also increase them: a smaller amount of product runs out faster, and the buyer has to visit the store more often for their favorite delicacies.

Toothpaste manufacturers have come up with a trick from the same category. No, the volume of the tube remains unchanged. And the diameter of the hole increases. The person squeezes the toothpaste over the entire length of the toothbrush, and the tube quickly becomes empty.

2-
Manipulate your sense of smell

It's hard to pass up fragrant baked goods, isn't it? There are supermarkets that spray the smell of bread and place the products at the end of the counters. The buyer, as if spellbound, rushes through the entire store towards the alluring baked goods, simultaneously adding other goods to the basket. This way, the owners make a profit not only for the fresh loaf.

Image: Marion Eichmann

3-
"Give me two"

In the 60s, Alka-Seltzer advertisements began to drop not one tablet into a glass, as before, but two. Viewers began to follow suit, and sales of the product doubled. Marketers of chewing gum and chocolate followed the same path. In advertising, they always show two sticks of chewing gum, and the chocolate bar is broken off in rows. And on the labels of shampoos they mysteriously write “repeat if necessary” or “rinse twice.”

4-
Play with colors

Here's an example of a trick from kitchen utensil manufacturer Henckels. The brand has come up with a very convenient and, unfortunately for marketers, durable potato peeler. To re-establish sales, the handle of the device was painted in the color potato peelings. Housewives inadvertently began to throw away the potato peeler along with the waste, and then go to the store for a new one.

Image: Marion Eichmann

5-
More expensive means more desirable

Perhaps one of the most incredible tricks came up with Timberland when they could not beat their competitors Topsiders. Despite more low cost and decent product quality, Timberland shoes did not sell very well. The solution to the problem was surprising: the company raised prices, making them higher than competitors.

And sales skyrocketed! The product became desirable for buyers only because of its high cost, which once again proves the emotional component of purchases. The same price increase technique was used on another well-known company— Parliament. Cigarettes cost less than Marlboro, and after the price increase, Parliament automatically moved into the premium segment and gained popularity.

6-
Look for winding paths

Have you ever left Ikea with empty handed? Well, or at least with one purchase? The endless curved paths in Ikea stores allow each item to be shown multiple times from all angles. The visitor has time to examine and remember the product, and decide to buy it. And also for a couple of candles (how can you leave without them?).

Image: Marion Eichmann

7-
Create myths

Finally, here is a story that proves that there is no limit to the imagination of marketers. The creator of the Virgin Cola drink, Richard Branson, once gave a speech in which he stated that, contrary to rumors, his drink does not have the effect of Viagra, which is confirmed by research. The miraculous cola was immediately swept off the shelves, because there is no smoke without fire! But there were no rumors, nor any research. But there was a brilliant move that instantly increased sales. By the way, thanks to his marketing tricks, Branson gained incredible popularity; Now he actively participates in TV campaigns and publishes books.

All these examples prove that the world is deceptive. Consumers are becoming more and more picky, selective, filter the daily flow of information and do not pay attention to calls to purchase. But marketers adapt to any environment, almost like viruses. And this deserves respect, because they generate brilliant ideas. Perhaps we should all learn from such marketers - it will definitely come in handy in life.

The author does not sell any of the products listed below and is in no way affiliated with the manufacturers or their competitors. He chose goods from a class of similar ones only because they were closer and more accessible on the shelf and attracted the attention of more neighboring ones. The principle is important. There are plenty of similar marketing ploys. All judgments, in particular regarding specific products and brands, are estimates. The author does not like the deception of customers in stores.

Container template

Let's start with milk. This is a regular “liter” carton of milk:

Care check: there are 900 grams. There are several nearby for 950. But the package is perceived as a liter.

Physics knowledge test. There is similar kefir nearby. Volume is measured in milliliters, mass in grams. The density of kefir is higher than the density of water. That is, 900 grams of kefir 3.2% fat is approximately 874.5 milliliters.

“Now without asbestos”

Unscrupulous marketers may indicate something extremely obvious on a product that competitors forgot to write. Here is a cholesterol-free oil that exploits the biological illiteracy of the buyer:

And without nuclear waste. It's strange that this is not indicated on the label.

Biochemistry test: in vegetable oil There simply cannot be cholesterol. But I need to write. You can write "without metal shavings or sand."

Another example is soy-free sausages. Very roughly speaking, if you don’t make them from meat, then there are only two options left - soy texture or fat emulsion. So, on those without texture, it is quite logical to write that they are soy-free. The fact is that the buyer may decide that this statement is identical to the statement “from normal meat.”

Mimicry or outright deception of the buyer

You can masquerade as a well-known class of goods. For example, there is margarine and there is butter. It is enough to design margarine as butter and not write either the word “butter” or the word “margarine” on it.

First, evaluate the coloring. Just poured oil, right? Secondly, pay attention to the name - you will only guess it on the third try (it’s on the price tag). The gender of the name is very important. Thirdly, the price tag itself. Relatively recently, standards changed, and the price tag was forced to indicate the type of product - in this case, it is not oil, but a spread. But somehow there was no law obliging us to keep butter and margarine on separate shelves.

Here's another special example mimicry: a product of one’s own is shuffled into a pile of chocolates trademark store (if it were not a private label, it would have been placed separately):

A confectionery bar without adding cocoa in a shelf with chocolate on the left and right.

We carefully read the composition

Let's move on to deft movements with components.

Caviar. The word “delicacy” does not oblige you to anything. Well, maybe someone likes potatoes more than caviar, right? There is still caviar inside. And they probably forgot the capelin on the lid by accident.

"No preservatives" - but lemon acid in the composition. The fact is that this thing is both a flavoring additive, an acidity regulator, and a fairly strong preservative. If it is included in the class of acidity regulators, then preservatives magically disappear from the composition. Miracle!

I was always incredibly curious about these young bulls at this price. Well, I found out.

It seems that “based on” means “straight from them.” Of course, I'm no expert, but judging by the components, there are few buds there, but there is the well-known Sodium Laureth Sulfate and some elegantly named Aqua.

Sodium lauryl sulfate is a strong cleaning property, which, according to the wiki, can also be a strong allergen. And the final touch - it seems that vitamin B6 stimulates hair growth, and not the product itself - well, judging by the packaging. There is no need to prove this about vitamins. So what if the rest are not signed?

Here are the good old ones crab sticks. And even though they are not made from crab (which everyone seems to already know), the manufacturer still honestly warns on the packaging that they are made from fish:

Imitation crab meat. Just an established name.

Read the footnotes carefully

What else can you find:

Apple juice . They write the composition on the label, but do not write the mass fractions. As a result, 5% is poured apple juice natural, then water, sometimes sugar syrup, sweeteners and aroma, flavoring;
Tomato juice. According to the technology, it is made from tomato paste. Neither mass fraction nor % dry matter in tomato paste Almost no one writes on the label of tomato juice;
Fruit juice. The base is 5% apple juice, followed by coloring, sweetener and the desired flavor.
Fruit juice with pulp. Same as fruit juice, just a little applesauce, read the %;
Sausages. Some manufacturers honestly indicate the composition, but do not indicate the mass fractions. Maybe there is 80% soy protein, and the meat is added in the form of broth?

Note: To check how much fruit you need for juice, buy fresh fruit and squeeze the juice out of it, weigh the juice. Usually the juice yield is no more than 20-40%, and it is generally impossible to obtain juice from some fruits, for example, bananas.

Also think about how much real natural juice can cost and what you buy for pennies.