A new study by SBXL has revealed that shoppers are more likely to be tempted by signs promoting special offers than the detail of the offer itself. It said the research also showed that most shoppers are mentally unable to make effective calculations in-store, and end up missing the best deal or buying something more expensive.
In one SBXL experiment a product costing £4.24 was advertised as ‘two for £10′ and flew off the shelves. In another test involving a food product, nearly half the shoppers observed only chose one of an item on a ‘Buy one, get one free’ promotion.
SBXL’s Managing Director Phillip Adcock said their research had shown that people were influenced by the fact that a product was being promoted, but were less likely to take in the detail of what the promotion actually was.
He said: "In a number of studies we have carried out or commissioned it is clear that the precise nature of a special offer or deal was much less important than the presentation of the promotion. Shoppers are unable to make detailed calculations in-store and so they take shortcuts or start to guess. What they actually do is reduce their choice to anything that stands out above the rest.
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