As of: February 14, 2024, 9:50 p.m
By: Lisa Klein
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So that customers buy as much as possible from Lidl, Kaufland and Co., supermarkets and discounters use sometimes simple but very effective tricks.
Supermarkets and discounters have one main goal: to sell as many products as possible to customers.
Above all, the Schwarz Group, to which Lidl and Kaufland belong, are experts in their field - it is not without reason that Lidl founder Dieter Schwarz is the richest German.
To ensure that customers in supermarkets and discount stores buy more than they actually need, grocers sometimes use nasty “psychological tricks”.
For example, customers are manipulated simply by using their shopping cart.
But colors and light also have an impact on the subconscious and thus on purchasing behavior.
What tricks do Lidl, Kaufland and Co. use?
Colors influence customers: Red encourages “impulsive purchases” and draws attention to a product
echo24.de
has already reported on common tricks that Kaufland, Lidl, Aldi and Co. use.
This includes the smell of fresh baked goods in the branch, music and temperatures that make you feel good, small goods in the checkout area and the general structure of the branches.
In supermarkets and discounters, for example, customers are also influenced by red and orange offer signs.
The colors don't always indicate a real bargain.
They definitely create one thing: attention that is drawn to a specific product.
“Red can also be used to convey urgency and encourage impulsive purchases,” writes the “Lebensmittelzeitung”.
Every now and then, offers are cheated so that a product is advertised as a real bargain - but customers save little to nothing.
In general, there are also large price differences from branch to branch.
When it comes to red price tags, it's better to look closely instead of just grabbing them.
Green, blue, gray, black, white – this is the influence different colors have on customers in the supermarket
According to “Lebensmittelzeitung”, green is also often used because the color is “often associated with freshness and naturalness”.
It can be found primarily in the fresh produce department, with fruit and vegetables.
Orange is a “warm and inviting color” that can create an “inviting atmosphere” in baking departments, for example.
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Colors influence purchasing behavior: Green is often used in the fruit and vegetable department in the supermarket.
© IMAGO/Wolfgang Maria Weber
The “Lebensmittelzeitung” further explains that blue is a “calming color”: “In a supermarket, for example, this color could be used in the health and wellness department to promote a feeling of well-being and calm,” it says.
The color gray is associated with “safety and professionalism”, which is why it is used in household goods departments or technical products.
“Black conveys luxury”: Customers should choose more expensive products
Something that some people will have noticed: “Black conveys luxury and exclusivity,” explains the “Lebensmittelzeitung”.
Products that are intended to appear particularly high-quality and may also be significantly more expensive often have black packaging.
Black is often used for more expensive products, such as in the wine and spirits department.
© IMAGO / Lobeca
White, on the other hand, stands for “purity and simplicity” – and is therefore often used in milk departments, for example at the refrigerated counter.
Yellow, red and blue light make certain foods appear more attractive
“Colors in stores affect purchasing behavior,” explains the consumer advice center.
And they are also used for lighting.
Colorful, bright fruit and vegetables at the store entrance look “appealing and create a pleasant atmosphere.”
And further: “Colored light also makes food appear fresh and of high quality.
Meat is often illuminated in a reddish light, while fish products look better under blue light.
Baked goods are often presented under yellowish light.”
The influence of light and colors happens subconsciously.
The next time you go shopping, you can simply pay attention to the “psycho-tricks”.
Especially if you hold two products in your hands, you may notice that a product with a black design is considered to be of higher quality - and your willingness to pay more money for it subconsciously increases.
Anyone who is aware of this can take countermeasures.
What other tricks customers should know and how they can save.