|
|
 |
Along Life’s Way
We’re All
Guinea Pigs
By Lois E. Wilson
Every day I become more aware how individuals are thought of by
commerce and government. Each of us is a source for preferences,
information, and actions they wish to discover by data-mining and
research. There is no doubt that we are studied creatures, and our data
is a product to sell and exploit. I don’t know if I’m a guinea pig or a
lab rat—neither is a role I willingly accept.
Before we go shopping, the suppliers of products have already
researched product packaging, promotion, pricing, and its position in
the store. How many times have you gone to the super market and found
its merchandise completely rearranged? These relocations are the result
of compiling data on how we shop. For example, unpackaged items such as
flowers and fresh produce are near the store’s entrance. Their
attractive fragrance and colors are calming; there also may be music
playing.
Studies show that the larger the cart, the more you buy—30 to 40% more.
The stores have studied pathways. If you proceed through the store
counter-clockwise, you spend $2 more per trip. The markets try to slow
you down as you shop because the longer you’re in the store, the more
you purchase. Exits are inconvenient. Staples such as milk, eggs, and
meat are at the rear of the store. Decision purchases are in low
traffic areas so you will remain calm.
Each aisle has end caps with specials or attractive items. They are to
funnel you down where the most sought items are located—in the middle
of the aisle. Usually higher priced goods are near the top of the
shelves and generic brands near the bottom. Merchandise likely to
appeal to children is placed lower for them to see. They coax their
parents to purchase it. The preferred “bull’s-eye zone” is at adult eye
level straight ahead.
Many stores have slotting fees that are charged suppliers for the best
product placement sites. Items on sale have brightly colored price
information to call attention to the offers.
The impulse purchase locations are near the checkout stations. As you
wait, they tempt you with candy, magazines and other assorted feel-good
products hoping they’ll be picked up and added to your already full
shopping cart.
You are at the mercy of commerce; however a few tips can strengthen
your resolve to not fall to their research predictions: Don’t shop when
you are hungry. Have a grocery list and stick to it. Perhaps, leave the
children at home. These are all just wishful thinking.
Well, this “lab rat” has to make a quick in-and-out trip and run the
maze at the grocery. I forgot my list. If I don’t come out in 15
minutes—all is lost!
|
|
|
<
|
