Роскачество Issued a warning to Russian consumers about manipulative practices employed by online retailers during sales events. According to the organization, these manipulations may include artificially creating a sense of scarcity by limiting the availability of goods or promoting products through celebrities that consumers are inclined to emulate.
"It's essential to understand that all manipulative techniques are not arbitrary; they are meticulously planned and tested on consumers. Online retailers are deeply interested in boosting sales, making this a matter of survival in a competitive market. Thus, they constantly seek innovative ways to attract buyer attention," said Sergey Kuzmenko, head of the Digital Expertise Center at Roskachestvo.
One common method involves presenting time-limited offers, where countdown timers generate a feeling of urgency, prompting immediate purchases before an item becomes unavailable. This tactic aims to instill a fear of missing out on a great deal among consumers.
Additionally, the principle of social proof is frequently employed by sellers, who attach numerous positive reviews from other customers to product listings to persuade potential buyers about the quality and reliability of their offerings. They often use specific figures indicating how many users have viewed or purchased the product, creating an impression of popularity.
During sales events, consumers may also receive discounts on future purchases if they buy items over a certain total, or be offered gifts. Bundled deals, like two items for the price of one, and limited-time offers enhance the product's appeal by creating a sense of exclusivity.
Another manipulative strategy mentioned is the "Refer a Friend" promotion, where participants recommend a product to acquaintances and earn rewards, such as points in a bonus system. However, buyers might utilize this scheme solely for financial gain, even when the product does not meet their expectations.
Kuzmenko emphasized that understanding these manipulative strategies equips consumers to combat them effectively. By recognizing the techniques employed by retailers, buyers can approach their purchasing decisions more critically and base their choices on genuine needs.
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