BBC Science Focus - 10.2019

COMMENT

Write a list and

stick to it,

especially if you are

on a budget.

WORN DOWN BY THE

DRUDGERY OF THE WEEKLY

SHOP? RETAIL RESEARCHER

SIEMON SCAMELL-KATZ

IS HERE TO MAKE THE

EXPERIENCE A LITTLE EASIER

NEED TO

KNOW...

IS THERE SCIENCE TO SHOPPING?

Absolutely. We were the rst people to put

cameras and eye-tracking devices in stores

to monitor where people go and what they

look at. When we married this with brain

scans, we were able to see the eect these

activities have on decision-making.

SHOULD I PRICE-CHECK?

e question is, do you want to have

an easier shop or a cheaper shop? If

you want an easy shop, continue on

automatic pilot and accept that at some

point in the past, you made a choice to

say that’s the sort of price you will pay

for this product. Or, shop carefully and

pay attention to the prices, but accept it

will take two to three times longer.

HOW SHOULD I NAVIGATE AISLES?

Sideways! To properly shop a category,

stop and turn to face the shelves. We

have a bias to look slightly down,

between waist and chest height, so scan

the full height of the shelves, and work

your way along. is will help you to

check the prices and promotions.

SHOULD I WRITE A LIST?

People who shop without a list are more

likely to buy impulsively. If you want to

control your budget, write a list and stick

to it. People who do this buy 15 per cent

fewer items then those who don’t.

BASKET OR TROLLEY?

We did an experiment in a convenience store and found that if

people don’t have a basket, they buy only what they can carry.

If they have a basket, they buy more. We have this unconscious

mentality that the size of the shop matches the size of the

container. So, if we grab a trolley, we buy more.

SHOULD I BRING THE KIDS?

Do not take your children! ey have the power to pester and

inuence what you buy. Managing them is stressful so you get

distracted and end up forgetting things or buying the wrong stu.

ONLINE VS INSTORE?

e websites for online stores tend to be poorly designed. ere’s

the hassle of trying to build a shopping list, so people oen start

their shopping, then go away, come back and add to it. You end

up spending more because the websites are dicult to navigate.

BIG WEEKLY SHOP, OR SMALLER TOP-UP SHOPS?

If you do small, frequent shops, you will spend more money and

time than if you do a big weekly or monthly shop. But when we

asked people how long they think they spend shopping, we found

that people who do smaller shops underestimate the time it takes

• so you feel like it takes less time than a big shop.

WHAT’S THE BEST TIME OF DAY TO SHOP?

Late morning because it’s quietest, so you’re less likely to get

stressed or distracted. But don’t go shopping hungry. You’re twice

as likely to impulse purchase if you’re hungry.

ANY OTHER TIPS?

Our eye-tracking research shows that people are drawn to big

displays. We think if it’s a big display it must be a good brand,

but be aware that brands pay for this level of prominence.

Do not take your

kids with you, as

they’ll stress you

out and you’ll buy

the wrong stu.

Don’t shop hungry,

as you’ll be more

likely to buy things

on impulse.

S I E M O N

SCAMELLKATZ

Siemon is a retail

researcher,

self-proclaimed

professor of shopping,

and director of

M Cloud, a shopper

research and

consultancy business.

He is the author of The

Art Of Shopping: How

We Shop And Why

We Buy (£18.99, LID

Publishing).

Interviewed by

Dr Helen Pilcher. ILLUSTRATION: CARLOS ORTEGA

1

2

3

A SCIENTIST’S

GUIDE TO LIFE

PAIN-FREE

SHOPPING

Write a list and

stick to it,

especially if you are

on a budget.

WORN DOWN BY THE

DRUDGERY OF THE WEEKLY

SHOP? RETAIL RESEARCHER

SIEMON SCAMELL-KATZ

IS HERE TO MAKE THE

EXPERIENCE A LITTLE EASIER

NEED TO

KNOW...

IS THERE SCIENCE TO SHOPPING?

Absolutely. We were therst people to put

cameras and eye tracking devices in stores

to monitor where people go and what they

look at. When we married this with brain

scans, we were able to see the eect these

activities have on decision making.

SHOULD I PRICE-CHECK?

e question is, do you want to have

an easier shop or a cheaper shop? If

you want an easy shop, continue on

automatic pilot and accept that at some

point in the past, you made a choice to

say that’s the sort of price you will pay

for this product. Or, shop carefully and

pay attention to the prices, but accept it

will take two to three times longer.

HOW SHOULD I NAVIGATE AISLES?

Sideways! To properly shop a category,

stop and turn to face the shelves. We

have a bias to look slightly down,

between waist and chest height, so scan

the full height of the shelves, and work

your way along.is will help you to

check the prices and promotions.

SHOULD I WRITE A LIST?

People who shop without a list are more

likely to buy impulsively. If you want to

control your budget, write a list and stick

to it. People who do this buy 15 per cent

fewer items then those who don’t.

BASKET OR TROLLEY?

We did an experiment in a convenience store and found that if

people don’t have a basket, they buy only what they can carry.

If they have a basket, they buy more. We have this unconscious

mentality that the size of the shop matches the size of the

container. So, if we grab a trolley, we buy more.

SHOULD I BRING THE KIDS?

Do not take your children! ey have the power to pester and

inuence what you buy. Managing them is stressful so you get

distracted and end up forgetting things or buying the wrong stu.

ONLINE VS INSTORE?

e websites for online stores tend to be poorly designed. ere’s

the hassle of trying to build a shopping list, so people oen start

their shopping, then go away, come back and add to it. You end

up spending more because the websites are dicult to navigate.

BIG WEEKLY SHOP, OR SMALLER TOP-UP SHOPS?

If you do small, frequent shops, you will spend more money and

time than if you do a big weekly or monthly shop. But when we

asked people how long they think they spend shopping, we found

that people who do smaller shops underestimate the time it takes

• so you feel like it takes less time than a big shop.

WHAT’S THE BEST TIME OF DAY TO SHOP?

Late morning because it’s quietest, so you’re less likely to get

stressed or distracted. But don’t go shopping hungry. You’re twice

as likely to impulse purchase if you’re hungry.

ANY OTHER TIPS?

Our eye-tracking research shows that people are drawn to big

displays. We think if it’s a big display it must be a good brand,

but be aware that brands pay for this level of prominence.

Do not take your

kids with you, as

they’ll stress you

out and you’ll buy

the wrong stu.

Don’t shop hungry,

as you’ll be more

likely to buy things

on impulse.

S I E M O N

SCAMELLKATZ

Siemon is a retail

researcher,

self-proclaimed

professor of shopping,

and director of

M Cloud, a shopper

research and

consultancy business.

He is the author of The

Art Of Shopping: How

We Shop And Why

We Buy (£18.99, LID

Publishing).

Interviewed by

Dr Helen Pilcher. ILLUSTRATION: CARLOS ORTEGA

1

2

3

A SCIENTIST’S

GUIDE TO LIFE

PAIN-FREE

SHOPPING