Tricks to snare shopping 'zombies'

Stores invent new ways to encourage you to spend. Photo / Janna Dixon

After a long day at work, a visit to the supermarket is often low on people's wishlists.

Little wonder that new research reveals most of us are bored, fed up and even "zombie"-like when we're shopping for groceries.

The Colmar Brunton study for instore marketing specialist Hypermedia says one in four shoppers enjoy it, one in seven hate it and 60 per cent see it as a chore to get through as quickly as possible.

The survey of 1500 supermarket shoppers carried out this month also revealed about two-thirds were happy to deviate from their list.

Meanwhile, a third went to buy a specific product and walked out with a bagful of others but many could not remember what they were by the time they reached the carpark.

The findings are one reason marketers have developed "disruptions" - fresh techniques to shake shoppers out of their semi-conscious state.

"Shoppers go into this zone, they almost become zombies, they go into auto-pilot," said Hypermedia spokeswoman Briar Harland.

"We want to get them to stop and evaluate and activate their thinking."

The new generation of merchandising tools sound like they would be more suited to cars - fins, floor mats and wobblers.

"Fins" jut from shelves and "wobblers" bounce around in front of the products they're promoting. The mats are designed to look as if they're 3D.

All three are being introduced around the country.

AUT associate professor of marketing Margaret Craig-Lees says supermarket displays and layouts have long been a focus for encouraging consumers to spend more.

They aim to slow shoppers so they can soak up the marketing messages around them.

"The purpose of store design is to create unplanned purchasing. They take you on a complex pattern through the store."

Craig-Lees says it won't be long before consumers get text messages informing them of specials as they wander the aisles.

"With [loyalty card] data, shops would be able to send particular deals to people who tend to spend money in particular categories."

SELLING TACTICS

* Familiar music is used to help calm nerves and encourage shoppers to walk slowly.

* Many stores have white walls with blue undertones, which also have a calming effect.

* Data from each store is used to help determine which products will be promoted with displays and discounts.

* Promotions are on corners and in bottlenecks where trolleys have to slow down.

* Companies pay supermarkets a premium to have products displayed at eye level.

* Product information is kept to a minimum to stop shoppers becoming overwhelmed.

* Cheap treats are displayed at checkouts so shoppers can reward themselves as they go home.

Source: AUT school of business

DOING HER DASH

In and out in 10 minutes with a list she sticks to - 35-year-old Javana Schiphorst is the exception to the rule when it comes to supermarket behaviour.

Even with daughter Mia, 9, in tow, Javana hurries past enticing displays and zig-zags through the aisles to emerge with only what she wanted.

"I won't be back until next week," Schiphorst says outside Central Auckland's New World. "I do a big shop every three to four weeks. It's a chore, I'm on a mission to get in and out."

Jennie Boomert, on the other hand, pops in almost daily. "I never stick to the list," she says.