A keen shopper has delved into the smart techniques used by a variety of stores to get customers to spend more.
Safiya Nygaard, who regularly creates video content about shopping, beauty, and various DIY hacks, has offered an interesting insight into the changing nature of the retail sector, and how this affects consumers.
In particular, Safiya explained what exactly bricks-and-mortar stores are doing to compete with the likes of online giants such as ASOS and Amazon.
According to Safiya, getting customers to have fun while they shop has been an integral part of retail strategy since the early days of department stores.
However, nowadays, it's harder to get people through the door in the first place, meaning they have to think that but smarter.
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In a video shared on her popular YouTube channel, Safiya Nygaard, Safiya said: ''Not only are there more competitors in the market, but the biggest competitors are online.
''So if physical retailers are gonna keep up, they have to use highly specific design strategies to encourage you to buy.''
Giving examples of this, Safiya explained: "Things like stocking the milk - something most people buy every week - at the very back of the store, so you have to walk past literally everything else to get it.
''Or wafting the scent of baked goods or rotisserie chicken throughout the store to make you hungry and thus, more likely to stray from your shopping list.''
Ikea
According to Safiya, Ikea is a master at such strategies, with its windowless stores causing shoppers to lose all sense of time.
She said: 'Similar to a Vegas casino, you often won't see a tonne of windows at Ikea. [...] When the sunlight is blocked out, it gets you to stop thinking about time and space."
This is far from the only trick used to keep Ikea customers browsing. One Ikea executive has previously even referred to the beloved meatballs as ''the best sofa seller'', as they keep shoppers looking around for longer.
Target
Safiyah says big box store Target has its own supposed psychological effect known as "the Target effect", which can be defined as "the result of going into a store intending to buy a few things and leaving with much more."
According to Safiyah, Target has a way of ensuring customers have a happier experience than they would when shopping at comparable outlets.
She said: "Targets tend to have a Starbucks right at the front, which creates a welcoming 'treat yourself' atmosphere. right from the get-go."
In a similar vein to the famed "maze" at Ikea, there's also usually one main path inside Target stores, which takes you right through all the various tempting departments.
Sephora
According to Safiyah, makeup stores such as Sephora tend to be designed so that everyday "beauty needs" products such as skincare and haircare are placed towards the back.
This means you have no choice but to walk past "beauty wants" such as "the newest celebrity eyeshadow pallette" in order to reach them.
The number of tester products on display can also tempt you into chucking a bit extra in your basket, even if you only came in for a basic cleanser.
As Safiyah explained: "This definitely makes for a more fun shopping experience, but research also shows that the more you touch and handle a product, the more likely you are to buy it."
Do you have a shopping hack to share? Email us at julia.banim@reachplc.com
