Why Walmart Is Not As Affordable As You Think
Walmart, known for its low prices, uses clever ways to trick customers into thinking they are getting better deals than they actually are.
This article is more than 2 years old
Walmart did not become the big-box behemoth retailer that it is without a prowess for getting consumers to spend and spend big. The company touts itself as always having the best prices and stellar deals. And while it is true that its prices are often a few cents lower than what other retailers would charge for a product, the company employs tactics based on psychology to make people think that they are actually getting a better deal than they are. They also use coy maneuvers to subtly encourage people to buy more.
BEST DEAL FACADE
One of the major ways that Walmart makes its customers believe they are getting a great deal is through its iconic slogan, “everyday low prices.” “Everyday low prices” sends the message that each and every day you can be guaranteed to find low prices at Walmart. It subtly plants a seed that promotes the idea that only Walmart has low prices and if you shop at another store, no matter the day, you’ll never find a lower price than what Walmart offers. That messaging is innately flawed. Of course, stores are capable of having lower prices than Walmart, but that’s not what Walmart wants customers to think. Thus, “everyday low prices” keeps shoppers coming back for more and keeps them feeling like they are getting the absolute best deals.
Walmart uses a similar tactic with its “rollback prices” phrasing when one of its products goes on sale. This phrase promotes a sense of urgency. Rolling is a fluid motion, it is transient and can change at any time. Hence, “rollback pricing” elicits the message that prices can roll back in the other direction in an instant. It is in human nature not to want to miss out, thus, “rollback pricing” encourages people to buy thinking time is of the essence. In reality, the item is just on sale, and it’s likely (especially if it’s a manufacturer sale) that the same product can be found on sale elsewhere for the same discounted price.
BUY MORE TACTICS
In addition to making shoppers think that the best deals can only be found at Walmart, the company also uses clever ploys to get people to purchase more while they are in the store. One way the company does this is by using an illusion. Whether you realize it or not, Walmart’s shopping carts are bigger than ones you would typically find elsewhere. Thus, as one adds things to the cart it appears that there is less stuff in there than there really is. The logic here is that when one thinks they haven’t bought that much, they won’t be as hesitant to purchase more.
Lastly, Walmart tends to place the most desired products toward the back of the store. By doing this consumers are forced to traverse the store in order to reach what they came there to buy in the first place. When someone has to pass hoards of other items they are more inclined to see something else they “need” or want and purchase that along with what they originally came to buy. Ultimately, the overall takeaway is that Walmart is exceedingly good at leveraging clever tactics to ensure that the dough keeps on pouring in.
