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More often than not I end up leaving the supermarket with a full bag of groceries when I only came for milk and bread. I suspect I am far from the only one. The invisible pull that makes your arm pick up something you don’t need and add it to your basket is incredible. Are we talking some extraterrestrial powers here?

Well, the content creator and entrepreneur Max Klymenko has some answers. In his TikTok series that went viral all over the platform, Max explains what kind of marketing tactics supermarkets use to make us buy more. From lighting to product placement and the fact that essential items you came in for are impossible to find, everything there is laid out so that we fall into an unconscious cycle of spending.

Scroll down below to see Max’s points and let me tell you, your next grocery shopping will not look and feel the same!

#1

Supermarket

maxklymenko Report

Yort
Community Member
3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

Then why are my Cocoa Puffs always on floor level?

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We reached out to Max Klymenko, the creator behind this viral TikTok series who runs a creative agency called Klym&Co. The agency works on educational campaigns around the globe, and I make videos online about business, brands and psychology. 

Max moved to the UK from Ukraine 10 years ago. “Right now, most of my work is focused on stopping the war in Ukraine. I’m Ukrainian and that’s the most important issue for me,” Max told us and added that “Both my personal content and agency work is directed at stopping Russian aggression and supporting Ukrainian victims in different ways.” Please follow Max’s TikTok and Instagram on new updates on Russia’s war with Ukraine, and the ways to help Ukrainian people defend their freedom.

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    #2

    Supermarket

    maxklymenko Report

    SpookyPanda
    Community Member
    3 years ago (edited) Created by potrace 1.15, written by Peter Selinger 2001-2017

    I use it because I don't want to interact with anyone and do any small talk. Also, most lines with a cashier are long and/or customers have full carts, and not many people in line for the self-checkout, so the self-checkout process is often quicker since you're not waiting on others to finish.

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    #3

    Supermarket

    maxklymenko Report

    Caffeinated Hedgehog
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Also products aimed at kids like candies or any goods with colorful toy freebies are placed at kid's eye level

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    #4

    Supermarket

    maxklymenko Report

    Robert T
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    This is NOT true. My local supermarkets typically have massive signs for Flour, Sugar etc to help you find them. What is true is that these items are well inside the supermarket making you walk past other items that you might be tempted by.

    Lola
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    That’s what the post is saying. Putting those items at the end of the supermarket is making them hard to find so you can walk through everything else first.

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    Eric Steward
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    There are LITERAL bread, dairy, and egg aisles. They are clearly marked, and, because of the built-in nature of the refrigeration, never moved.

    Frederick Reinders
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Eggs had an aisle cap placement facing the dairy section in it's own alcove, wine was behind the eggs and bread was one aisle over in sight of the eggs, milk, and commodity cheese (Fancy cheese had it's own section at the front of the store). Rosauer's Browne's Addition store. They remodeled after I left, so no idea what new layout is.

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    Jo Choto
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    It's not that they're hard to find, it's that they are placed at the far ends of the store, in completely different areas, so you are forced to walk through the rest of the store in order to find them all.

    Nizumi
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    B*llsh!t. organize yourself. My mum used to write out her shopping list in weird columns. When I asked she said it was basically a map of the store and where she could find what she was looking for.

    Mir Adwari
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    If my husband was doing a shop on his own I'd always write the list in order that he'll come to things. Nowadays do it all online and so we avoid most of this!

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    Trevor Nicholson
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    They're really just out here claiming anything on TikTok and people just accept it. Like no, I have zero trouble finding eggs, milk, and bread in any supermarket because they're always around the perimeter and with clearly marked sections. And all aisles have signs saying what is in it, so it's not actually that hard to find most things.

    Ponyo (they/them)
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    also putting common items (eggs, bread, milk, etc.) far from the entrance.

    Huddo's sister
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    In all the shops in my area the very first section is bakery, with eggs and milk next. Unless you do the sneaky, enter through self serve checkout area.

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    Christopher Donald
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Especially if you don't know to look at the bread aisle, milk aisle, or notice the huge egg section near the cheese.

    Lara Verne
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    When I go to supermarket, first thing you see is usually fruits and vegetables. Bread is usually as far away from entrance as possible. And candy is at the cash register, so you can always buy something last minute.

    Stefan
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Make a list before, and stick to it.

    Norma
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Always check the top shelves and the bottom shelves. That's where all the best items are!

    Cari Owens
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    I shop at Kroger and I LOVE their app. You can choose what store you're shopping at, make your list and it will tell you what aisle it's in (which really comes in handy since all Kroger's are laid out differently) and give you an estimated cost. There's also the option of clipping e-coupons (some allow you to use the same coupon up to five times).

    Tony Anderson
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    If essentials are hard to find then they aren't essential enough for you to have memorized where they are in the store.

    Yarrow Goding
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Once spent half an hour looking around a local grocery store for tampons before I finally found an employee to point me in the right direction. Turns out they were hidden in a back corner of the store...behind the wine section. Brilliant.

    Chris B
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Poor chap doesn't know his way around a supermarket and has written a whole article about it. In the supermarkets I use bread is in the aisle labeled "Bread," sugar in the aisle labeled"Sugar" and milk in the aisle labeled "Milk."

    Viv Hart
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    The supermarket I use has all the dairy products in the same area, same with bakery, coffee/tea, plus they never change around as some others do.

    Blondieybat
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Warehouse stores moves some stuff around regularly for that very reason. I experience that and read it.

    Nancy Lynch
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    The more often you shop the same store you learn where everything is located. I know my store and can be in and out in a few minutes. I also use a list.

    Brent Hollett
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Something that bugged me when I moved to the US. In so many supermarkets the sliced bread is not listed on any boards. So you can find the "boutique bakery" and not the "loaf of bread".

    Kris “ADHD_Carrier” Dudoich
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    I would think this would greatly depend on the supermarket. The place I shop at is a smaller version of a big box store but I know where EVERYTHING is and can find it all very quickly.

    Maria R
    Community Member
    3 years ago (edited) Created by potrace 1.15, written by Peter Selinger 2001-2017

    I always have a list that I follow when I'm shopping and I always write down in which shop I buy which groceries, depending on the best prices at the moment. I don't buy random stuff.

    Twodogsandapicnictable
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Not so much hard to find. You just have to walk past everything else on the way. What's next? Explaining why they have one last little aisle full of magazines and candy that you have to stand in while you wait to check out?

    Marc Lauzon
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    What do you consider essential? Bread, milk, egg, meat... they nearly have full aisle dedicated for them. What do you need more?

    Sue Knerl
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    You have to walk across the entire store to the pet food. I quit buying pet food at WalMart because they have no canned cat food and my dog died so I don't need and dog food anymore. (I still turn down that aisle though.)

    Bunzilla
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    That's why supermarkets are always moving their stuff around. They want to make it harder for you to find what you want to find so that you'll spend more time in the store and are more likely to buy more. Pain in the butt.

    Eric Forman
    Community Member
    3 years ago

    This comment is hidden. Click here to view.

    This is not a supermarket tactic. This is just what happens when people, not the supermarket, hoard. Why waste a trip to the store?

    The Scout
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    That has nothing to do with hoarding. Things like yeast, brown sugar or salt often are notoriously hard to find for that very reason. Often they are located in completely unlogical corners. Some product categories are spread out over two or three aisles (OK, whis one somteimes has löogistical reasons, too). The difference between hoarding problems and this tactic is that the products actually are there - they are only hard to find.

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    When asked how Max got into creating TikTok videos, he recounted: “I saw my teenage sister using the app and wanted to get on it too. She told me I was too old and boring for it at first, but now she likes my videos for the most part!”

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    If you wonder whether supermarkets who run such marketing tricks on shoppers are acting ethically, Math said “Look, I run a business too. I don’t think it’s particularly unethical.” He explained: “Perhaps it is manipulative but not with malicious intent. Plus there’s me and other creators to tell the world about their tactics so that the consumers are more aware of what marketing & sales strategies they are exposed to.”

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    #5

    Supermarket

    maxklymenko Report

    hobbitly
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Actually, fruit and veg are in the beginning so you feel like your already got some healthy stuff in your basket and not feel bad to put some less healthy stuff in it too.

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    #6

    Supermarket

    maxklymenko Report

    Vicky Zar
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Our supermarkets do not change every few months.

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    #7

    Supermarket

    Vladut Gavrilescu Report

    Trees
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    I thought it was at the back to draw customers deeper into the shop?

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    For anyone who wants to be aware of the marketing traps while shopping, Max urges people to watch his videos. “I think being aware of them makes a big difference. But at the same time, it’s important to realize that so much of our world is defined by advertising. Think about the most famous city on the planet, NYC. You immediately think of Times Square. Which is simply a street with a bunch of ads…”

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    #8

    Supermarket

    Daanyaal Report

    Pat Head
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    After the self checkout machine thanks me for shopping there I always say, " Thank you robot checkout lady".

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    #9

    Supermarket

    maxklymenko Report

    Vicky Zar
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Lidl has these smaller carts. They are maybe half as big. I love them. Mostly because I am a small person and I feel dwarfed by the bigger ones.

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    #10

    Supermarket

    maxklymenko Report

    Eric Forman
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Not at all. Grocery stores are food storage places. It's for energy efficiency and product protection. Windows let out heat, greatly affecting temperature control, which 100% of supermarkets need to track. Products not sold fast enough fade or rot in sunlight. Windows also limit space and layouts. Windows would help customers but they're bad for the actual business. There's studies that explain it.

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    #11

    Supermarket

    Charlotte Smith Report

    Marc Lauzon
    Community Member
    3 years ago (edited) Created by potrace 1.15, written by Peter Selinger 2001-2017

    One research says it does, another says it does not. It's probably just a side effect. Actually, everything fresh (fruits, meat, fish, bakery) are together. Often they are also the most staffed, and visible. It's just more pleasing than aisles full of inert goods and skittish clerks. Moreso, fruits and veggies are the ones that require the least backstore equipment (oven, grinder, fridge) which is why the other fresh are more often against the back wall..

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    #12

    Supermarket

    maxklymenko Report

    Scott Kelly
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    the local Stop & Shop (big grocery chain in the New York/tri-state area) has the deli counter on one side of the store (along with the bakery department), but the packaged bread aisle (where most people here get their sandwich bread) is literally the complete opposite side of the store. The condiment aisle is somewhere in the middle (not near either the deli, or the bread). So this one I can confirm from experience.

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    #13

    Supermarket

    maxklymenko Report

    Yort
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    $500 in their whole lifetime? Wouldn’t that logically average to like one cent per purchase? You SHOULD check your receipt to make sure you weren’t double charged, though.

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    #14

    Supermarket

    Phyla1019 Report

    #15

    Supermarket

    mineheroes Report

    Robert T
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    These are on the decline. There used to be loads of sweets on the checkouts which kids would try to sneak into the shopping and these were stopped due to complaints. There now appears to be even less of the stuff that they put there to replace the sweets.

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    #16

    Supermarket

    maxklymenko Report

    Libby Tailor
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    In my country the original price has to be written too

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    #17

    Supermarket

    Michaela Baker Report

    Stephanie A Mutti
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    There is nothing wrong with trying to increase sales. As long as nothing is done deceptively [like bait and switch pricing] the burden should be on the shopper to make intelligent decisions. Make a list. Stick to it. Do the simple math.

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    #18

    Supermarket

    maxklymenko Report

    Gergely Kiss
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    I never realized McDonalds is considered a supermarket...

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    #19

    Supermarket

    maxklymenko Report

    Eric Forman
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    All checkouts are near the exit. The self checkout is closest because it's supposed to be limited to less items than a full cart, hence quicker exit. It's not a trick. A cart full of groceries checked out in a lane takes longer than one or two items in the self checkout...

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    #20

    Supermarket

    maxklymenko Report

    Vicky Zar
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    We have a lot of prises like 1,99€ in Germany, because 1,99€ seams much cheaper, than 2€

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    #21

    Supermarket

    maxklymenko Report

    Steve
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    I can say my purchasing habits aren't that affected from touching stuff.

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    #22

    Supermarket

    maxklymenko Report

    Robert T
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Able to and willing to are two very different things! Managers can normally override the price on items, but will only do so it is justifiable. There are no managers hanging round waiting to give you 10% off your shopping if you smile at them!

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    #23

    Supermarket

    Katie Watkins Report

    Paul Davis
    Community Member
    3 years ago (edited) Created by potrace 1.15, written by Peter Selinger 2001-2017

    Look these techniques are created for very dumb people who wouldn't understand the material in the reddit thread or this article anyway. I highly doubt they would have any concerns about it at all.

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    #25

    Supermarket

    maxklymenko Report

    Kristin Ingersoll
    Community Member
    3 years ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Not a tactic. Now we're just listing opinions about supermarkets?

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