As we stroll through supermarket aisles with specific items in mind, it's common to leave with a trolley brimming with impulsive buys.

This phenomenon is not unique to the young or the restless; it affects all of us, including seniors who frequent these stores.

Why does this happen? There's a method to the madness, and it's all by design.


The science of store layouts

The layout of stores like Kmart is not just about aesthetics or convenience; it's a strategy to encourage consumers to spend more.

According to Paul Harrison, a Professor of Consumer Behaviour and Marketing at Deakin University, major retailers employ tactics that could overwhelm shoppers' senses.


This sensory overload, also called ego depletion, leaves shoppers vulnerable to impulse purchases.

With the festive season approaching and the cost of living on the rise, it's concerning that shoppers could fall for these tactics.

How do stores like Kmart get shoppers to open their wallets wider than intended?


The journey through the store

The journey begins with the store's placement within the shopping centre.

Kmart, along with other large retailers, positions itself at one end of a shopping centre, with supermarkets often on the other end.

This strategic placement could force shoppers to traverse the centre and pass by other stores and tempting displays.

Once inside Kmart, the layout could be confusing.

Shoppers may search for specific items, but they often find themselves in a labyrinth of homewares, electronics, and clothing among others.

This increases the time spent in the store and the likelihood of stumbling upon impulse purchases.


The power of touch

Another subtle trick is the power of touch.

Kmart's shelves are filled with items that could be touched and examined.

Research shows that touching an item could increase a shopper's sense of ownership and the likelihood of purchasing it.

Bright, focused lighting could also enhance this effect, encouraging shoppers to pick up products.

On the other hand, dimmer lighting in certain sections could create a cosy atmosphere that can make shoppers feel more at ease.


How to shop smart this Christmas

Despite these clever marketing strategies, it's still possible to shop smart and avoid overspending.

Harrison suggested taking breaks outside the shopping centre environment to clear minds from the overwhelming stimuli.

Additionally, shopping with a specific list and sticking to it could help in maintaining focus and prevent unnecessary purchases.

Online shopping: A double-edged sword

Some might think that the solution to avoiding in-store tactics is to shop online.

While it could be a convenient alternative, it has its challenges.

Harrison warned that the online shopping experience is sophisticated in its own right.

Online shopping algorithms were designed to predict and influence purchasing habits.


Here are a few strategies for efficient shopping trips:

• Make a list: Write down exactly what you need before heading out and commit to sticking to it.
• Shop off-peak: Visit stores during quieter hours to reduce the sensory overload and pressure to make quick decisions.
• Take breaks: When overwhelmed, step outside the shopping centre for a moment.
• Limit exposure: Avoid wandering through the entire store. Head straight for the needed items, and then make a beeline for checkout.
• Consider standalone stores: Do grocery shopping at standalone supermarkets to avoid the temptation of additional spending.

By understanding the tactics used by stores, everyone can enjoy the shopping experience without falling victim to clever marketing ploys.
Have you ever had a case of impulsive purchases on one of your trips? Share your experiences and tips for smart shopping in the comments below!