I’m a Shopping Guru – the tactics Boots & Superdrug use to get you to spend more and why 99p deals aren’t a bargain

IF you’ve ever left Boots or Superdrug with a bag full of items you didn’t really need – and dozens of pounds worse off than when you walked in the store – you’re not alone.

But with millions of families skipping showers and eating substandard foods to make ends meet, saving money has never been more important.

Fabulous spoke to Jenny McCormac, a consumer expert, to find out how Boots and Superdrug are making us spend more

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Fabulous spoke to Jenny McCormac, a consumer expert, to find out how Boots and Superdrug are making us spend moreCredit: Alamy

And just like everyone else, beauty lovers have been affected by the cost-of-living crisis that has gripped the nation.

Though we’ve vowed to spend less, many still leave drugstores armed with mountains of unnecessary beauty products — and have wasted more than they can afford.

And no need to kid yourself – a survey conducted back in 2020 found that Britons collectively spend up to £1billion each month on impulse purchases alone.

So what is it about these stores that make us waste our hard-earned money on items we don’t need?

To find out, Fabulous spoke to Jenny McCormac, Money and Consumer Expert at Brandrated.

The ultimate layout

“Thanks to Covid and the introduction of one-way systems in many stores, retailers can use this as a bonus to entice shoppers to spend more time in-store.

“Customers now have no choice but to visit the entire store to get to what they want to buy, or even just pay for their purchase, meaning the shopper is more likely to linger in the aisles and make impulse purchases.” puts his shopping cart. ”

Not only does the one-way street system ultimately lead to people walking across the store, the correct placement of the products is also essential for retail companies.

The whiz kid explained: “Non-essential items sit at the front of the store, while essentials are perhaps less glamorous
Products such as first aid supplies and medicines are placed at the back, forcing customers to meander through numerous aisles and being more tempting.”

Sharing her expertise, she continued, “This method is too
Used as a tool to get customers to question items they may need.

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“Like getting them to walk past the hair care routine and think, ‘Do I need a new bottle of shampoo? I’ll get one while I’m here, just in case.

2-4-1 offers – a scam?

Like many stores, Boots and Superdrug are known for their endless stream of 2-4-1 deals.

But are these really bargains not to be missed, or just another sneaky way to get the customer to spend more?

Well that, the expert said, depends on what the deal is.

“For example, if it’s two shower gels that you know you’re going to use, then this could be a good deal.

2-4-1 deals may seem like a bargain - but be careful, it's not always a bargain

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2-4-1 deals may seem like a bargain – but be careful, it’s not always a bargainCredit: Alamy

However, remember that retailers often increase the price of the item to cover the cost of the ‘free’ item. So while you might think that getting two products for the price of one is a saving, the usual cost is usually cheaper.”

She added, “2-4-1 offers in particular also encourage waste by convincing you to buy larger quantities than you need, especially when items have an expiration date.”

If you want to keep making your money, Jenny recommends buying a larger item where you get more value per penny.

99p offers at checkout

No visit to Superdrug or Boots is complete without being bombarded at the checkout with dozens of “This face mask is only 99p now, ma’am, would you like it?” offers.

“This is an example of ‘cross-selling’, a sales technique where an existing customer is sold an additional product,” the guru explained.

But just like the 2-4-1 offerings, the value of these products depends on whether you’re actually going to use them.

“If you’re using face masks regularly and it’s reduced, then that’s a savings worth investing in.

“However, if you don’t, despite the discounted price, then there’s no point in buying it.”

The perfect shopping atmosphere

We recently learned that supermarkets emit the scent of baked goods and fried chicken to make the customer hungry – rather deviating from the original shopping list.

Like most stores, Boots and Superdrug have used clever tactics to create the perfect shopping atmosphere

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Like most stores, Boots and Superdrug have used clever tactics to create the perfect shopping atmosphereCredit: Alamy

And it turns out that Boots and Superdrug also know how to create the perfect shopping atmosphere to entice the customer to spend more.

“For example, some drugstores play upbeat and feel-good music to put customers in a good mood, making them more likely to treat themselves to something they didn’t want to buy.

“Other drugstores, on the other hand, don’t play music, instead opting for a more soothing ambience that encourages customers to shop at their leisure and makes them more likely to spend more time between courses.”

It’s not just music — the lighting plays a big part, too, she said.

“Bright light is associated with high energy and is known to have a positive impact on a store’s sales as it is thought to trigger higher and faster customer retention.

“It is also believed that bright light can accelerate the pace of customer purchases, leading to faster and more frequent impulse purchases.”

https://www.the-sun.com/lifestyle/6024221/boots-superdrug-money-spending-tactics/ I’m a Shopping Guru – the tactics Boots & Superdrug use to get you to spend more and why 99p deals aren’t a bargain

Jessica MacLeish

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