ASDA is known as one of the most popular affordable supermarkets, but like the rest it does use some tricks to get you to spend more than you meant to.
Most shops use sneaky tactics to get you to part with more of your cash – and you’ve probably never noticed them because they’re pretty subtle.
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But you can avoid spending extra if you know what to look out for when you’re heading down the Asda aisle.
It comes as grocery prices are still on people’s minds with fresh figures this week revealing that food and drink inflation is still soaring at 16.5%.
We spoke to consumer psychologist Dr Cathrine Jansson-Boyd about the little-known tricks Asda shoppers might succumb to and how they differ from other supermarkets.
Dr Jansson-Boyd, who is an associate professor at Anglia Ruskin University, told The Sun: “Being aware of supermarket methods to encourage consumer spending is important as it can stop you from spending more than you intend to, but you do need to think about it.
“This is especially important at times when people are financially hard up.”
Here are four little-known tricks Asda shoppers should know about.
Treasure hunt-like shopping
Asda Rewards loyalty scheme launched last year, the first of its kind for the supermarket.
Shoppers can earn earn cash rewards known as Asda Pounds when shopping in store and online, which are added to your cashpot.
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The Pounds in your cashpot can then be exchanged for vouchers to spend in store.
The supermarket also has a range of what it calls its “star” products which will earn you 10% back in your pot if you buy them.
Another way to “earn Pounds” is through Missions, which are offers available in the app that you can complete as you shop.
These usually require you to spend a certain amount on your shop to get a certain amount back.
Dr Jansson-Boyd explained: “Shoppers often walk around the store looking for labels saying ‘star product’ on.
“The special label persuades consumers to buy them, even if they were not sure about buying them or had no intention to buy them.”
She explained this is because the deals they offer appear to be too good to be true, which at times they may be as they may cheaper in other supermarkets.
Dr Jansson-Boyd said: “The ‘star products’ are not always obvious, unless you’re a regular costumer and know what to look for.
“Hence, many track the ‘star’ signs in a fashion like a treasure hunt, which keeps the consumers ‘engaged’ and focused so that they don’t notice if they pick additional items up along the way.”
This also makes shoppers feel they are saving money as they see their cashpot increase and makes them more likely to sneak in additional products that they believe they compensate for by purchasing the star products.
“Consumers reportedly believe that this system is more rewarding than at other supermarkets and thus it creates customer loyalty,” she added.
A warm welcome
Another covert way in which Asda might subtly encourage shoppers to spend more is to adjust what they see when they first walk in.
Dr Jansson-Boyd explained that most other supermarkets usually have fruit, vegetables, and flowers at the entrance to give a fresh perception of the shop.
Asda ensures that customers are greeted by plants outside the shop to generate the same perception, but saves it fruit and veg for later on as a bit of a reset.
She explained: “That’s because upon entering the store they are usually greeted by special aisles or toy aisles and sometimes clothes.
“This ensures that people have a look at these items, as if they are left until the end after all the food has been gathered in the trolley, they are more likely to give them a miss.
“The ‘freshness’ reminder is then put after the clothes toys etc. almost like a reset before starting on the food shop.”
Dr Jansson-Boyd said this in turn means that Asda is making the most of its positioning and encouraging shoppers to feel they’re starting their shop again and can therefore spend more.
Of course to avoid this you should opt to walk straight by the special aisles and head for the exact items you need.
Music while you shop
Even the tempo of the music you’re listening to while you shop can have an effect on how you browse, Dr Jansson-Boyd said.
In many supermarkets, if there is any music at all, it is pretty low and slow paced, but not in most Asda shops.
The expert explained: “In many Asda shops they play relatively loud and ‘boppy’ music.
“This is different from other supermarkets that usually play it at a more subtle level.
“This is to help distract consumers from thinking about things not related to their shopping as well as making it fun.”
In turn you might be more likely to spend time in the store and absent mindlessly shop instead, adding more to your trolley.
It might also mean you’re not paying as much attention to the pricing.
Aisle be damned
By putting aisles full of essentials like bread and milk further away from the entrance, customers are subconsciously being herded through the aisles to get to what they need.
Along the way they will then see hundreds of items and products they might not usually have spotted.
In turn it means you’re more likely to spend more than you may have.
Dr Jansson-Boyd said: “Asda isn’t just about food. Their own clothing brand George has for a fair while been somewhere people purchase cheap clothes, especially school clothes and underwear and socks.
“Essentials such as milk and bread are placed far away from the entrance so that people are exposed to different products that they are likely to pick up while heading for the essentials.”
Making a list and sticking to it is the best way to avoid being sucked into the endless shelves.
Positioning
Dr Jansson-Boyd explained that more expensive items are placed at eye-level on shelves as they generally gain more attention – as much as 30-40% more.
She said: “Thus people are more likely to pick them up, especially as many are in a rush and can’t be bothered comparing different products and prices.
“Continuously looking on the lower levels of the shelves is likely to save money as usually they put their own brands there that are often a lot cheaper, even as much as 80% cheaper.”
Asda’s own cheap products are not as aesthetically appealing as many other more expensive products, she added.
“This leads to consumers picking a ‘prettier’ but more expensive item. Unfortunately for consumers, they subconsciously have a preference for more aesthetically pleasing items meaning that they will buy attractive over cheap and/or practical items.”
To avoid spending more, prior to going shopping decide exactly what you intend to buy, even make a list with the brand and maximum price you can spend, and then stick to it.
Specific positioning of products is also used to entice kids that come with their parents.
The expert said: “Colourful and fun products young children will like are often put around at a 90-100cm height.
“Think Tony the Tiger on a cereal box or Haribo starmix sweets – this works well in Asda as it is very much a ‘family’ store.”
She suggested that if you can avoid it, it’s best to not bring your kids shopping so you can focus on budgeting instead.
Meanwhile, you could also end up paying more at local stores because they are less likely to stock budget ranges, according to Which? research.
Plus, shoppers could be making a simple mistake at the supermarket that’s pushing up grocery bills by hundreds of pounds a year.
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