Expert names marketers' tricks on sale days

During the discount season, marketplaces do everything they can to increase sales. Ilya Varlakhov, director of VI-media advertising and PR agency, revealed the main marketing hooks on November 28 and told Izvestia how not to go broke during the next sale.

Thus, he noted, marketplaces often emphasize the fact that the sale time or quantity of goods may run out. For example, they use "three items left" or "item is running out" reminders. Limited time and the effect of scarcity create a sense of value of goods or high benefits from the purchase, and people make it, explained the interlocutor of the publication.

"Psychological peculiarities are also important: the older generation of Russians has fresh memories of queues and scarce goods from the 90s, and the generation of zoomers is susceptible to the desire to have something first," he added.

In addition, marketplaces encourage those who have already bought goods to write positive reviews. This is done to demonstrate social validation to potential buyers, Varlakhov said. The brain's mirror neurons are responsible for the tendency to trust the opinion of others, and based on this, a high rating of a product creates an impression of reliability and quality of the product, motivating the purchase.

"Marketplaces collect data on buying behavior to suggest products based on a person's previous purchases and interests. Personalized offers and selections make shopping more attractive," said the advertising specialist.

Among other things, some marketplaces have started using notifications and pop-up banners with reminders not to miss out on the benefits and take part in the sale. According to the expert, there is even a certain scheme to motivate users to make a purchase: first show a favorable offer, then prompt to buy something that has already been put in the cart or liked, and then - something that has already been bought once to replenish the stock.

The fourth trick is a package offer, the expert specifies. Usually it happens through the options "With this product is bought...", "Buy two - get the third at a discount". At the same time, marketplaces have simplified the purchase process as much as possible - literally in one click, without entering bank card data for payment.

In order to circumvent such tricks, Varlakhov recommends, there are several ways - to postpone the decision to buy for a day, if it is not urgently needed, to create lists of necessary things in advance and to refuse to save bank card data to treat the process more carefully.

Earlier, on November 15, marketing expert and BCSA CEO Elizaveta Voloshanina told Izvestia that it is better to start buying gifts and necessary goods for the New Year in advance. This way, you can avoid impulsive purchases, because the New Year's atmosphere that encourages big spending is not yet present in all stores.