A British expat has claimed Coles and Woolworths deliberately play ‘banging music’ in supermarkets so customers spend more on groceries.Â
Gemma Penn made the claim while comparing the differences between Australian and UK supermarkets.
‘They’ve always got banging music in Australia whether it’s Woolworths or Coles,’ she said in a TikTok video.
Ms Penn liked that she could listen to the Spice Girls and British act Jamelia while shopping.
She theorised the pop anthems and dance tracks were making her spend more money.
One social media user claimed ‘Pump It Up’, by pop musician Endor, was played at Woolworths every day at 3pm for that reason.
Deakin University’s Professor of Consumer Behaviour and Marketing Paul Harrison told Daily Mail Australia that shoppers needed to remember that the big supermarkets were moneymaking businesses and weren’t there to look after shoppers.
‘When they say things like they’re making things better for you, it benefits them,’ he said.
Gemma Penn said upbeat music likely made shoppers spend more at Coles and Woolies
‘Music puts us in a good mood to treat ourselves and puts us in a frame of mind where we feel safe.
‘We find it hard to resist underlying vices. More upbeat music does get people to spend more on premium items.’
Mr Harrison said if a store played sophisticated music, shoppers were more likely to be drawn towards buying ‘the more sophisticated version of a brand’.
He also said retailers wanted people in and out within 20 minutes, and the faster music helped achieve that target as people generally spent more per minute.
Mr Harrison said a 20-minute shop with fast music encouraged people to buy items they may have been normally resistant to.
In March, an Australian Competition and Consumer Commission (ACCC) inquiry into the Australian grocery sector found Coles and Woolworths were among the most profitable supermarkets in the world.
The inquiry found they used promotions to make it harder for customers to judge whether they were getting a good deal or not.Â
Woolworths customers who sign up to the Everyday Rewards program are offered deals and specials, and even get a $10 voucher for every $2,000 they spend in store.
Woolworths knows how to get its shoppers in the mood to enjoy themselves and spend
The major supermarkets like Coles try to boost the mood of their customers with fast music, it’s been claimedÂ
‘It’s not much of a reward, but people like to feel like they’re getting something,’ Mr Harrison said.
A Woolworths spokesman told Daily Mail Australia: ‘We play music in our stores to make our customers’ shopping experience more enjoyable.’
‘The music that our customers hear in store is from a vast range of genres and eras to cater for the wide taste of our customers and team members, with a particular emphasis on supporting Australian artists,’ he said.Â
Daily Mail contacted Coles for comment.
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Sneaky tactic Woolworths and Coles use to make you spend more at the checkout