As of: February 6, 2024, 6:17 a.m
By: Julia Hanigk
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If you go shopping with a shopping cart, you may be falling for a psychological trick.
Size and design are perfectly thought out.
Kassel – Actually, you just wanted to buy a few little things and presto, the whole shopping cart is full and the bill at the checkout is far higher than planned.
This is certainly the case for many people in the supermarket.
This is also due to little psychological tricks used by the stores.
Psychological trick tempts you to buy more - shopping cart design is carefully thought out
But the design of the shopping carts from stores like Kaufland, Lidl and Aldi is also well thought out.
It is a legal gray area to use your own bag for shopping;
Customers should use the company's cart or basket.
Especially in larger discount stores there are often no baskets at all and you reach for the large shopping cart.
There is actually a method to the fact that it sometimes seems unwieldy.
This is how the so-called “effort reflex” arises.
If there are only a few products in it, it seems like very little and you're more likely to add something more, even if you don't really need it.
“If the car is too big, we no longer have a reference value.
But if it's just a little bigger than the one we know, then we'll buy more.
This has been proven,” a marketing expert explains to
Focus Online
.
Shopping carts often have a very special design.
(Symbolic image) © IMAGO/Martin Wagner
But not only the size, but also the design of the car is carefully considered.
The mobile frame is often built in such a way that it runs diagonally downwards towards the shopper.
So there is a built-in gradient.
For example, if you put a bottle in the cart, it slides down and out of sight.
This also creates the illusion that there is less in the shopping cart.
“As a result, we are no longer so conscious of what we have already packed - and we put even more in,” adds the marketing expert.
Extra compartments and plastic corners: The typical shopping cart design
In addition to the functions of the carts that are intended to influence shopping behavior, there are also other parts that have a functional use.
Many trolleys have extra compartments so that small parts don't fall out.
Don't forget the child seat on many models.
This is not only helpful when you go shopping with small children, but also for people who are traveling alone.
For example, fruit bags can be hung there.
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There are also usually two plastic pieces attached to the end of the car that cover the corners.
They help to ensure that the return is as quiet as possible.
As the discounter Aldi published on its
company blog
, a shopping cart has other advantages: It saves you time at the checkout.
Even the structure on the shelf follows rules
Another common trick used by supermarkets is to place more expensive goods directly at eye level and in the customer's field of vision when stocking the shelves.
So all you have to do is access it.
If you want to save money and are looking for cheaper products, you are more likely to find them in the lower or upper compartments where you have to stretch or bend down.
The idea behind it: the more expensive products end up in the shopping basket more often.
(jh)