• In the video: Expert reveals: These are the traps of food manufacturers

“Welcome to Edeka” is written on the barrier found in almost all of the largest branches of the supermarket giant. They are also available in Kaufland and Rewe. Initially, the barrier was intended as a security element so that customers, for example, could not leave the supermarket with their products unattended. But it also has another important function that almost no one knows about.

Because most customers just stop after passing the barrier. This is also demonstrated by a ZDF experiment. The television show “Supermarket Tricks” showed that the barrier leads to a slowdown. “The first thing you have to do is slow down the customer, stop him,” says sales trainer Roger Rankel. Because if the customer slows down, he will buy much more and, therefore, spend more money in the supermarket.

Barriers play an important role when purchasing

This is shown as an example in the ZDF transmission. Customers need much more time to go through the first area of ​​the supermarket. On average it is almost 150 seconds. They are stopped by barriers to entry and cardboard cutouts. Many customers slow down, look around first and often dare to approach the fruit and vegetable section, which is deliberately lit much brighter than other areas of the supermarket. Because the client must get the best impression from the beginning, look around and feel comfortable.

For comparison: If the barrier remained open and the cardboard cutouts were put away, customers only needed an average of 90 seconds to pass through the fruit and vegetable counter. Significantly fewer products I wouldn't have purchased ended up in the car.

In response to a question from FOCUS online, a Rewe branch manager confirmed ZDF's findings: “We usually place at least three cardboard cutouts at the entrance to make it easier for customers to make the right purchasing decision.”

After a renovation, he initially reopened his branch without a barrier, but soon installed it. “We quickly realized that customers just wanted to get in and get out again. “A lot of customers were a lot more agitated.” He believes the barrier also creates a better atmosphere.

How to resist temptations at the supermarket

“Very few people buy only what is absolutely necessary,” says Nadja Tahmassebi, senior psychologist at the Salus clinic in Friedrichsdorf, Hesse. Instead of meeting basic needs, people mainly cared for themselves emotionally.

But how do you manage to resist tempting consolations? Very practical: When you go shopping, take with you only the money necessary for the products on your shopping list. If you leave your debit or credit card at home, you won't be able to make unplanned purchases.

Some people are born more capable than others of resisting buying incentives. For example, especially impulsive people tend to be less able to control themselves,” says Tahmassebi. The good news is that anyone can learn it.

That means getting rid of the impulse to buy every once in a while. It is important to really work against an inner impulse, says the chief psychologist of the Salus Clinic Friedrichsdorf. “It's different if I don't buy something that I don't find attractive anyway,” says the expert.