Clothing stores will use all sorts of sneaky strategies to trick customers into spending more than they intended. I've worked in retail for quite a while, and have seen the most intelligent and sensible individuals fall for these simple marketing tricks. Clothing stores know all the ways to subconsciously influence shoppers to spend more money, even to the point where some will prioritize visual marketing over direct customer service. This article will show you the top five sneaky strategies that stores will use to brainwash and manipulate you when you're shopping.
Subliminal messages actually do work on an overwhelming number of customers. "Try on our new winter ESSENTIALS!" "...Our ESSENTIAL blazer is perfect for all occasions!" ...You get the idea. Is it really "essential" or "this season's must-have?" You'd be surprised at how easy it is to fall into this trap after reading these signs over and over.
Stores usually keep the most expensive, feature items toward the front of the store so that they get the most exposure. This forces customers to walk through the enticing, perfectly marketed, full price sections first. If you take a look at the sale section, you'll notice that there are no mannequins, extra signs, or "face-outs" (full outfits on hangers that face out toward the customer). Stores want to deemphasize sale items so that they can make more money from the newer, more expensive items.
Not everyone is gifted with a perfect size 2 frame and just the right amount of curve, but these fiberglass beauties are truly blessed. What's more, they have a specialized team of attendants to steam, tug, arrange, and pin every garment on their bodies. That, and the fact that they don't actually move ever, makes everything the mannequins wear look absolutely perfect. Stores use this ploy to entice shoppers and convince them to buy or try on the mannequin outfits.
"What? Accessorizing is always in fashion! I read in style magazines that layers and layers of necklaces are a current trend!" What better way to generate revenue than to convince customers that they need two or three necklaces instead of just one? Watch out for overpriced "essential" accessories--you'll likely be able to find equally stylish belts, jewelry, and scarves on sale if you search a little harder.
Especially "buy one, get one half off." Rarely, if ever, will stores offer "buy one, get one free" anymore. Notice that "BOGO" only stands for "buy one, get one," a clever trick designed to make customers think it means they'll "get one" free. If you only need one sweater, only buy one sweater--even if the second one is half price. This is a super easy way for stores to make an extra $20 from customers who would have only purchased one item without the sale. Also, keep in mind that the half priced item will be the one with the lower original price, so if you're not careful, you might not save that much money anyway.
The next time you shop, try and see if you can notice some of these manipulative strategies working their magic. The more self aware you are, the easier it will be for you to spot true deals and avoid getting subconsciously tricked into buying things that you don't need.
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