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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.

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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...

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

    I agree it's not all a scam - usually it really is faster to use the self-checkout if you're not having to wait for some brain-damaged twit to finish. Have to disagree that staff there for you - sometimes they are, sometimes they aren't and most of the self-checkouts are flashing for help when you get there because not only don't they hire enough staff to man the registers they don't even hire enough to man the self-checkout. Because "nobody wants to work" positions for which management is only pretending to hire for so they can abuse their existing staff

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

    Aaaaactuallyyyyyyy, it turns out that self checkouts have resulted in an (unsurprising) uptick in "shrinkage". In other words, when people are not being watched, they tend to steal and those losses (shrinkage) are turning out to be more costly than paying people to do it. And yet, supermarkets still keep pushing the automation.

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

    Many stores in US, like Walmart, have started using some AI to monitor these checkouts to make it more difficult to steal. An alarm goes off and locks the system if it thinks you tried to slip something by without scanning it.

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

    Why is this the third thing about self check outs on this thread? Did he not have enough other stuff to round out his list?

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

    At my grocery store, the self checkouts are actually furthest from the exit.

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

    Yah ahm, the self checkouts at my chain are NOT closer to the exit. They are next to the service counter, pharmacy, bathrooms. The three closest to the main exit are normal human-run checkouts.

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

    Where I shop, the self checkouts are furthest from the exit. Also, you can't go through with a shopping cart, just a little handbasket. It's okay to have your own wheeled buggy, though.

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

    I don't know in the US, but in the Netherlands the self checkout are way faster than the cashiers. We use a scanner so we can scan all the products after taking them from the selfs and then put them in the bags that we carry with us. So when we get to the self check out we are ready to pay, and go.

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

    Self check-outs are closer to the entrances, so you will have to walk all the way back to where you started.

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

    If you use a scanner you scan everything while you're shopping and you see how much you're spending so when you come to the checkout you leave the scanner, use your card to pay and then leave.

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

    used to do self check out, but decided I'm not an employee of the store, so I shouldn't have to work while I'm there, and pay for the privilege.

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

    I get that if the self check is packed. But if given a choice to wait for a cashier or check out myself now, I ain't waiting

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

    OR because all checkouts are near the exit and because it’s easier to install the new self checkout stuff at the end of the cash register section because of how much space they take up??

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

    Keep more people in for more time too.

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

    Self checkout is faster here because a) they only staff like one regular checkout 2) they have one queue for multiple self checkouts whereas each regular checkout has its own queue so the average speed goes down

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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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