Every time I step into a casino I’m reminded of the various ways casinos try to separate you from your money. Some of the ways may be more subtle than others. For example, have you ever noticed that there aren’t clocks in casinos? You probably have. But, have you given thought to the bright lights and the stimulating carpet?
Casinos understand that the more comfortable and awake you are, the longer you will gamble. And the longer you gamble, the more money they’ll be able to siphon from your bank accounts.
Although my money-sucking radar runs wild in casinos, it typically shuts down in more usual settings – like retail stores. Perhaps it’s because retailers don’t openly feed me free drinks to get me to spend more? They go for a more subtle approach.
To my surprise and enjoyment, Kiplinger’s wrote about The Secret Ways Retailers Get Us to Spend More. You can find their list below along with my commentary in italics:
1. Mannequin Eye Contact
According to Kiplinger’s, window mannequins never look straight to the street. They look left or right in an attempt to make eye contact with you and draw you into the store.
I don’t think this makes me spend more. If anything, mannequins creep me out; and making eye contact with one would make me want to drive home and lock my doors.
2. Flooring
Apparently retailers use thin, cold floors when they want you to move quickly and thick, warm floors when they want you to pause and look around.
“The longer you linger, the more you’re likely to buy.”
3. Sweet Scents
According to the Scent Marketing Institute, we’re likely to browse longer in stores with floral or citrus scents, to feel secure and nostalgic when we smell talcum powder, and to feel relaxed when the scent of lavender or vanilla is wafting.
4. Familiar Music
I’m a kid of the 90’s and I love listening to 90’s music. Even to this day, the music I listened to during my teenage years is my favorite music. Apparently, this is true for most people and retailers know that.
Whoever a store’s target customer is, they’ll play newer versions of the songs that were popular when they were 18.
I am 100% more likely to purchase a “Bop It!” while listening to “MMMBop.”
5. Warm Lighting
Retailers will manipulate lighting in order to make you look healthy, fresh and prevent you from feeling pale.
No lighting will keep me from looking pale.
6. Encouraging Sizes
Manufacturers have a tendency to make clothes larger than the size on the tag or than the size at a competing brand.
Picture this: you normally wear a size 8, but the size 8 fits a little too big so you try on the size 7. The size 7 fits perfectly (and remember, you usually wear a size 8). At this moment, you’re feeling young, healthy and happy – increasing your chances of making a purchase.
Genius.
7. Juxtaposing Value
Retailers play into the fact that EVERYTHING IS RELATIVE (when it comes to dating in West Virginia). If 2 shirts look the same and are displayed side-by-side, but one is $19.99 and the other is $49.99, you immediately think the cheaper one is a great deal.
I explored this phenomenon when I told you How To Save On Tv’s and Pick Up Chicks.
8. Colors
Every color – in every store and on every item – is carefully thought out.
Markdowns in red seem more drastic and, thus, more likely to buy.
Have you noticed any other – subtle or not-so-subtle – ways retailers get us to buy more?
Photo credit: Manuel W
