SD Dojavi
OSMRTNICE
PRETPLATA
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stdClass Object ( [id] => 1134955 [title] => Jeste li se ikad zapitali zašto supermarketi nemaju prozore? Evo koji su sve načini na koje trgovci manipuliraju kupcima da što više potroše [alias] => jeste-li-se-ikad-zapitali-zasto-supermarketi-nemaju-prozore-evo-koji-su-sve-nacini-na-koje-trgovci-manipuliraju-kupcima-da-sto-vise-potrose [catid] => 423 [published] => 1 [introtext] => [fulltext] =>

Možda imate svoj omiljeni supermarket - sviđa vam se kakav je raspored polica ili kako su odabrani neki detalji, ali prava je istina da gotovo svi lanci trgovina hranom zapravo u osnovi izgledaju vrlo slično. Jedna od stvari koja ih odlikuje je i da nemaju prozore, a možda se nikad niste zapitali zašto...

Više je razloga zašto se izbjegava dnevna svjetlost. U velikim trgovinama nema prozora, kao ni satova kako bi kupci izgubili pojam o vremenu i u njima se zadržali što dulje. Većina ljudi potroši puno više vremena i novca od onoga što su prvotno imali u planu. 

Pogled kroz prozor kupce podsjeća na protok vremena i na razmišljanje koliko su već dugo u trgovini, a to njihovi vlasnici nipošto ne žele. Ako se zaboravite i šetate među policama velike su šanse da ćete uočiti i one proizvode koji vam nisu bili potrebni. Kupit ćete i njih i potrošiti više novca.

Osim tog 'manipulativnog' aspekta postoje i praktični razlozi zašto u dućanima ne postoje prozori. Sunčeva svjetlost može izblijediti ambalažu i učiniti je neprivlačnijom. Osim toga neki proizvodi se tako mogu i pokvariti. 

Neki lanci razmišljaju o tome da uvedu prozore u svoje trgovine kako bi uštedjeli na astronomskim ciframa koje troše na električnu energiju - nije malen zadatak osvijetliti stotine kvadrata fluorescentnim lampama, ali za to prvo trebaju investirati u prozore koji upijaju UV zrake kako bi zaštitili proizvode.

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image
Mahmud Turkia/AFP
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Položaj proizvoda

Kada sljedeći put budete koračali između polica u supermarketu pogled bacite na proizvode bliže podu. Najskuplji proizvodi su uvijek u razini očiju, dok se jeftinije namirnice, kao i one s popustom nalaze niže na policama. Cijene su istaknute tako da izgledaju manje nego što zaista jesu. Proizvodi koje ljudi najčešće kupuju i trebaju svakodnevno su uvijek u daljini kako bi kupci morali proći kraj svega onoga što im zapravo ne treba - kao što su grickalice, na putu do mlijeka ili kruha. 

Možda ste uočili i da se na blagajni ne nalaze oni proizvodi koji su vam posebno važni, baš obrnuto, tamo su čokoladice i ostali slatkiši. Dok čekate red stajanje kraj njih će vas vjerojatno natjerati da se odlučite barem na mali desert ili će djeca natjerati roditelje da im ih kupe.

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image
Robert Daly/caia Image/caia Imag/AFP
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Ostali trikovi

Glazba u trgovini se mijenja ovisno o broju ljudi u njoj. Dok se uglavnom pušta opuštajuća glazba kako bi se kupci što dulje izdržali, kada nastane gužva sa zvučnika počne odjekivati energičnija muzika koja će potaknuti ljude da se ubrzaju kako bi što prije otišli do blagajne i pustili nove da uđu.

Podovi u trgovinama su uvijek popločani kako bi zvuk kolica na njima proizvodio što veću buku. Zbog toga kupci usporavaju jer ne žele iritirati ostale i tada primjećuju proizvode koji ima inače ne bi zapeli za oko.

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Možda imate svoj omiljeni supermarket - sviđa vam se kakav je raspored polica ili kako su odabrani neki detalji, ali prava je istina da gotovo svi lanci trgovina hranom zapravo u osnovi izgledaju vrlo slično. Jedna od stvari koja ih odlikuje je i da nemaju prozore, a možda se nikad niste zapitali zašto...

Više je razloga zašto se izbjegava dnevna svjetlost. U velikim trgovinama nema prozora, kao ni satova kako bi kupci izgubili pojam o vremenu i u njima se zadržali što dulje. Većina ljudi potroši puno više vremena i novca od onoga što su prvotno imali u planu. 

Pogled kroz prozor kupce podsjeća na protok vremena i na razmišljanje koliko su već dugo u trgovini, a to njihovi vlasnici nipošto ne žele. Ako se zaboravite i šetate među policama velike su šanse da ćete uočiti i one proizvode koji vam nisu bili potrebni. Kupit ćete i njih i potrošiti više novca.

Osim tog 'manipulativnog' aspekta postoje i praktični razlozi zašto u dućanima ne postoje prozori. Sunčeva svjetlost može izblijediti ambalažu i učiniti je neprivlačnijom. Osim toga neki proizvodi se tako mogu i pokvariti. 

Neki lanci razmišljaju o tome da uvedu prozore u svoje trgovine kako bi uštedjeli na astronomskim ciframa koje troše na električnu energiju - nije malen zadatak osvijetliti stotine kvadrata fluorescentnim lampama, ali za to prvo trebaju investirati u prozore koji upijaju UV zrake kako bi zaštitili proizvode.

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image
Mahmud Turkia/AFP
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Položaj proizvoda

Kada sljedeći put budete koračali između polica u supermarketu pogled bacite na proizvode bliže podu. Najskuplji proizvodi su uvijek u razini očiju, dok se jeftinije namirnice, kao i one s popustom nalaze niže na policama. Cijene su istaknute tako da izgledaju manje nego što zaista jesu. Proizvodi koje ljudi najčešće kupuju i trebaju svakodnevno su uvijek u daljini kako bi kupci morali proći kraj svega onoga što im zapravo ne treba - kao što su grickalice, na putu do mlijeka ili kruha. 

Možda ste uočili i da se na blagajni ne nalaze oni proizvodi koji su vam posebno važni, baš obrnuto, tamo su čokoladice i ostali slatkiši. Dok čekate red stajanje kraj njih će vas vjerojatno natjerati da se odlučite barem na mali desert ili će djeca natjerati roditelje da im ih kupe.

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image
Robert Daly/caia Image/caia Imag/AFP
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Ostali trikovi

Glazba u trgovini se mijenja ovisno o broju ljudi u njoj. Dok se uglavnom pušta opuštajuća glazba kako bi se kupci što dulje izdržali, kada nastane gužva sa zvučnika počne odjekivati energičnija muzika koja će potaknuti ljude da se ubrzaju kako bi što prije otišli do blagajne i pustili nove da uđu.

Podovi u trgovinama su uvijek popločani kako bi zvuk kolica na njima proizvodio što veću buku. Zbog toga kupci usporavaju jer ne žele iritirati ostale i tada primjećuju proizvode koji ima inače ne bi zapeli za oko.

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AFP Mahmud Turkia/AFP Robert Daly/caia Image/caia Imag/AFP
AFP
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PanoramaKakvi trikovi

Jeste li se ikad zapitali zašto supermarketi nemaju prozore? Evo koji su sve načini na koje trgovci manipuliraju kupcima da što više potroše

Piše PSD
14. listopada 2021. - 12:54
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Možda imate svoj omiljeni supermarket - sviđa vam se kakav je raspored polica ili kako su odabrani neki detalji, ali prava je istina da gotovo svi lanci trgovina hranom zapravo u osnovi izgledaju vrlo slično. Jedna od stvari koja ih odlikuje je i da nemaju prozore, a možda se nikad niste zapitali zašto...

Više je razloga zašto se izbjegava dnevna svjetlost. U velikim trgovinama nema prozora, kao ni satova kako bi kupci izgubili pojam o vremenu i u njima se zadržali što dulje. Većina ljudi potroši puno više vremena i novca od onoga što su prvotno imali u planu. 

Pogled kroz prozor kupce podsjeća na protok vremena i na razmišljanje koliko su već dugo u trgovini, a to njihovi vlasnici nipošto ne žele. Ako se zaboravite i šetate među policama velike su šanse da ćete...

#SUPERMARKETI#MANIPULIRANJE KUPCIMA
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16. svibanj 2024 22:42