As of: February 6, 2024, 2:10 p.m
By: Julia Hanigk
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Shopping carts are not only a means of transport for purchases, but also psychological tools.
They unconsciously influence the purchasing behavior of customers.
Bremen – The design of shopping carts in stores like Kaufland, Lidl or Aldi is by no means random, but rather carefully thought out.
Supermarkets use psychological tricks that encourage people to spend more.
Large shopping cart with lots of storage space?
There is a psychological shopping trick behind this
If you want to buy a few things, you can use the cart provided when shopping.
That's also practical, after all you don't have to carry the products and you have enough storage space.
But this storage space in the car has another reason.
This creates the so-called “expense reflex”: If there are only a few products in the cart, the customer is inclined to add more, even if it is not absolutely necessary.
“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 told
Focus Online
.
Shopping cart design encourages you to buy more
But not only the size, but also the design of the car is carefully considered.
The cart is often designed so that it slopes towards the customer.
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 aware of what we have already packed - and we put even more in,” adds the marketing expert.
The design of a shopping cart is not a coincidence, but is intended to encourage purchase.
© Sven Hoppe/dpa/picture alliance
Plastic corners and additional compartments: The perfect design of the shopping cart
Apart from the functions of the car that are intended to influence shopping behavior, there are also elements with functional uses.
Many carts have additional compartments to prevent small items from falling out.
Don't forget the child seat, which is available in many models.
This is not only useful when shopping with small children, but also for people who shop alone and can hang fruit bags there, for example.
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There are usually two plastic pieces attached to the rear end of the cart that cover the corners.
They help ensure that the return of the car is as quiet as possible.
As Aldi
announced in its
company blog , a shopping cart offers even more advantages: It saves time at the checkout.
To be even faster, tips are even shared for using the cars without a chip.
It's not just on the cart - there's also trickery involved in sorting the store
Another trick supermarkets often use is to place more expensive products directly at eye level and in the line of sight of customers when stocking the shelves.
This makes it easier to grab them.
If you want to save money and are looking for cheaper products, you are more likely to find them on the lower or upper shelves where you have to stretch or bend down.
The idea behind it: More expensive products end up in the shopping cart more often.
The editor wrote this article and then used an AI language model for optimization at her own discretion. All information has been carefully checked. Find out more about our AI principles here. (jh)