Home Business The psychological reason why supermarkets place candies on the checkout line

The psychological reason why supermarkets place candies on the checkout line

It is no secret that supermarkets, more than a place to buy food or supplies for daily life, are places for consumption like any store, and everything in them is intended to encourage consumers to buy all kinds of goods .

In fact, and in various ways that it is sometimes difficult to realize, every detail in supermarkets is designed for this purpose. For example, that the batteries are on the cashier’s shelf, just before paying, is no coincidence. Some of these strategies are more obvious and others respond to psychological reasons.

Candy, chewing gum and sweets at the checkout line, a classic

When the shopper arrives at the checkout, it is assumed that they have already chosen all the items they are going to buy. However, it is typical in supermarkets to place basic products in the checkout that respond to very specific needs or occasional whims. 

A classic are candies , an item that is not usually part of the shopping list, but is likely to end up in the basket as it is a product that is easy to snack on. These products, called ‘ irrational ‘, can also be chewing gum, chocolate, cookies, sale products or children’s products or even batteries. 

The ‘safe’ products, at the end of the store

Milk, eggs, oil, meat or fish… are products that most likely appear on the shopping list. However, to put them in the basket you have to look for them almost at the end of the supermarkets . A simple strategy for the buyer to go through the entire establishment and see the rest of the products, so that some of them that were not planned end up in the basket.

Shelves and their order, a key factor

It has been shown that the height at which the products are placed influences the buyer’s decision. That is why the product that you want to boost the sale of is usually placed at the level of the customer’s view . They can be sale brands to build loyalty, white brands to make a profit… More than half of what is bought is at eye or hand level .

Colors, smells and sounds at the service of sales

Each section of the supermarket usually has a color tone that suggests something in the customer. Blue, for example, is usually used in the areas of household or hygiene products (suggesting cleanliness), black for perfumery (luxury, exclusivity), red is used for fast and safe consumption products or green for new or ecological products, among other examples. Also to enhance the visual aspect of certain products (make the meat look redder, the fish fresher and cleaner…).

The smell , on the other hand, is enhanced in product sections such as bread to give the sensation of being freshly made, or in the prepared food area.

Another curious detail is the sound , since the music present in the supermarket (although it is not always perceived) enhances the rhythm of purchase (dynamic music for areas where the speed of the consumer in choosing products is enhanced, and quiet if you are looking for calm and tranquility).

The pleasant temperature to save time

In supermarkets it is never hot or cold, always a pleasant temperature (around 22-25ºC) to ensure that the customer is comfortable and spends more time in the supermarket, which increases the chances that they will buy more. The absence of windows or clocks also serves this purpose.

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