[The Epoch Times, July 5, 2022](The Epoch Times reporter Wu Wei compiled and reported) All stores have marketing strategies to attract consumers, such as plastic fashion models, well-designed display windows, large words on posters telling What discounts do you have etc.
But some merchants’ marketing strategies are so subtle that you’ll likely never notice them.For example, imagine a localsupermarket. What do you see when you walk in for the first time?
Most likely:flowers.from Whole Foodssupermarket(Whole Foods) to Kroger supermarkets, to countless supermarkets in New York City, almost all large supermarkets have large bunches.flowersGreet shoppers as they arrive.
It’s no coincidence that there was a strategic business decision behind the placement of these flowers.
“It’s very, very simple,” Paco Underhill, founder and CEO of behavioral research and consulting firm Envirosell, told CNN. “If you can get a person’s nose and salivary glands to work, he would be a less disciplined shopper.”
Flowers stimulate the senses and get you ready to spend money. Of course, beautiful flowers are also delightful and intoxicating. As you approach the flowers, your nose will smell their fragrance, which implies “everything in this place is beautiful”.
“You feel like it’s ‘fresh,’ you feel like it’s ‘natural’ … all of these are conditions for good food,” Ashwani Monga, a marketing professor at Rutgers, told CNN. .
“If I were the owner of a food store, then I would like you to recognize my store: logically, if the store could manage fresh flowers and sell them, the store probably wouldn’t sell stale food .”He says.
This psychological cue is just one way that stores indirectly influence your shopping behavior and encourage you to spend as much as you want, and holiday music is another effective strategy.
Psychologists call this effect misattribution, when, say, you’re in a good mood and ready to spend money shopping for the Christmas holiday season, not fully realizing it’s because of the music and flashing lights.
The reason supermarkets love to sell flowers is because they are a high-margin commodity. They may only account for 1% to 3% of total store sales, according to a report by the International Fresh Produce Association, but in 2019, supermarket financials reported an average gross margin for flowers of 47%. In other words, the supermarket buys that bouquet for $7.50 and sells it to you for $15. That’s because most flowers sold in U.S. supermarkets are flown in from South America, where land and labor are much cheaper.
The flower market in supermarkets has been around for the past 30 years or so, Becky Roberts, director of the International Flower Association’s flower department, told CNN. As shoppers have less time, supermarkets have evolved into “one-stop-shop” stores with banking services, coffee shops, post offices and, of course, florists.
Plague control is a good time to make money for the flower industry.
“People have to come to the supermarket as one of the few places where they can actually shop,” Roberts said. “They want something that will give them a little bit of joy, a little bit of fun, a little bit of happiness.”
Of course, inflation is taking its toll on the economy, but Roberts said she expects flower sales to remain strong, even as consumers focus only on necessities.
You may not be able to afford a $200 dinner right now or have the money to travel, she said. But you can still go buy a bunch of flowers and think, “Okay, I’m still going to reward myself”.
Responsible editor: Lin Yan#