Kristine
This time will be different, you think to yourself. I just need 3 things. As you walk through the automatic doors, the brightly-lit Dollar Spot beckons you to take a look around. You grab a cart (just in case you remember something else you need) and start browsing other departments. When you finally reach the checkout an hour (or 3) later, you’ve somehow filled your shopping cart, but only remembered 2 of the 3 items you initially planned to buy.
Sound familiar?
If you’ve ever left Target with several impulse purchases, you’re in good company. In fact, Target’s marketing strategies influence customers so much that psychologists refer to the overspending phenomenon as the “Target Effect.” Next time you stop in for “a few things,” try to be mindful of these 5 clever marketing tricks that may be affecting you more than you realize:
1. Warm Welcomes
Most Target stores have a Starbucks conveniently located near the entrance to create a cozy and welcoming atmosphere. Not only is the scent of brewing coffee familiar and pleasant, but carrying a beverage while shopping forces people to slow down and take more time perusing the aisles.
2. Strategic Organization
Once you make it past the Dollar Spot, the women’s clothing department is typically next in line. Essential items, such as toothpaste and laundry detergent, are placed deeper within the store so you’ll have to walk past tempting deals and other departments to get what you actually need.
3. Clear Signage
Unlike other supermarkets, Target is easy to navigate thanks to the giant red signs hanging above each department. While this makes the shopping experience more pleasant, smart shopping expert Trae Bodge explains that these clear labels may also tempt shoppers. For instance, you might initially plan to buy shampoo, but after seeing the “Beauty” sign, you may decide to browse the makeup aisles as well.
4. Convenient Cross-Merchandising
Cross-merchandising is a strategy that Target employees have mastered. This technique involves identifying items that are frequently purchased together and conveniently placing them near one another on the shelves. In the summer, for example, a store might set up a display of chocolate bars, graham crackers, and marshmallows to make it easy for shoppers to grab everything they need for s’mores. This can also tempt people who only wanted to buy graham crackers to purchase the other 2 products as well.
5. A Feel-Good Ambiance
Target’s design choices have been consistently reviewed and revised to create environments that make shoppers feel happier. Their plastic carts are lighter than traditional metal ones, and the store’s aisles feel open and inviting. The store is well-lit, and if you need help finding something, employees are easily found thanks to their bright red shirts. Psychologist Kevin Chapman says that the consistent theme throughout the store, combined with the colorful product displays, can contribute to an improved mood… which encourages customers to “treat themselves” to another cute mug or pair of shoes.
While splurging once in a while isn’t a big deal, it’s helpful to notice the effects each of these marketing strategies have on you next time you shop.
