PORTLAND -- Did you know there is a science behind the layout of the grocery store you shop in? It's designed to lure you into spending more than you may have planned.
If you’re an average shopper, you regularly visit 5 or 6 stores and you spend 20 minutes each trip. But grocery store owners want you to come more often and stay longer, so they’re selling to your senses.
“The retail industry is really working to influence a shopper’s state of mind,” says Tom Gillpatrick at PSU’s Center for Retail Leadership.
It begins with what you see when you walk in. “Beautiful produce sections in stores today are part of the psychology of food,” explained Gillpatrick. It’s why the produce and flowers are at the front of the store and it all looks better with the right lighting.
“If you’re in a produce section, you want natural light and we’re seeing a lot more skylights because of economics and sustainability,” said Gillpatrick. That sustainability is also big with Portland shoppers and one reason why flooring is more natural; wood or concrete send the right message to shoppers.
You may also notice music playing to the sense of sound. “Music has been used to control the pace of shoppers and the mood,” remarked Gillpatrick.
Your sense of smell is also a prime target for retailers. It’s closely linked to memory and can make you hungry which means you’ll buy more. Gillpatrick described one store he was in that smelled wonderful, “They were piping the smell of fresh, baked bread from the bakery at the back of the store to the front of the store,” he explained.
The opportunity to serve your sense of touch is everywhere in the store. Retailers are trying to provide more space so you feel comfortable and will linger longer. Other tricks according to Gillpatrick, the card proclaiming a product as a manager’s or shopper’s choice will usually double sales. And the checkout line he said is like last call at a bar so avoid making the quick decisions from crowded displays.
A shopping list is your best defense said Gillpatrick. “Understanding psychological dynamics is an important part of merchandising and an important part of being a smart shopper,” he concluded.
More: Scientists evaluate shoppers' minds for profit
