Ken Hughes is a man who has crossed over from the dark side. When we walk into a supermarket, he is part of a clever marketing team that makes sure the tempting aromas of baking bread waft around the shop as you walk past to grab the one pint of milk that, of course, is positioned at the back of the shop. Temptation is everywhere and suddenly you have milk, cakes and two family packs of yoghurt in your hand – it was two for one of course.

Now Ken, one of the world’s leading consumer and shopper behaviourists, has joined forces with SuperValu as part of the Make Savings initiative. And instead of influencing consumers, he is informing consumers, letting them in on all the tricks of the trade. Knowledge is power and Irish Country Living interviewed Ken to help our readers get ahead of the game.

1 Make a Plan. “Arrive to the supermarket without a plan and you are just asking to spend more money,” says Ken. “In fact, you are a supermarket’s dream –the prime candidate to be sucked in by special offers and tempting food. So, it’s back to basics; a pen, paper and a good old-fashioned list.”

Ken admits that it is a tip that many are aware of but the reality is people have gotten out of the habit.

“It seems it was forgotten about during the Celtic Tiger days and now some don’t even know where to start. However, it is important to survey the fridge and the cupboards, plan meals around what you already have and avail of deals such as three for €10 on meat products. It is time-consuming, no doubt about it, but it does get easier with time.

“Arrive to the supermarket without a list and you will be dazzled by swanky packaging and promos that aren’t really promos – a sure fire way of overspending by 20%.”

Also, many people know not to shop hungry but did you know the same applies if you’re tired?

“Your barriers are down, you’re racing around to get home to the couch. You’re unlikely to stop and compare labels and you’ll default to the brand you are used to, even if a competitor is a better price.”

2 Don’t Shop Around. There was a time when we were all told to shop around to get the best value. Now it seems the advice has changed, but with good reason.

“Shopping around certainly applies to utility bills and the likes but it’s not true with grocery shopping,” says Ken.

“The minute you step into that supermarket, you are being tempted. The more times you shop in particular a store, the more it gives supermarkets additional opportunities to get you to throw things in the basket.

“So, put the head down, stick to the list and get in and out – in doing so, you are minimising your potential to spend money.

3 Online Offers. Ah, the era of online shopping! As a nation, we haven’t really embraced it yet, with figures from the Bord Bia Small Business open day last week showing that online sales only account for 2% of sales. This number is set to increase though, and it has been referred to as a sleeping giant. Not only does it save you time, there is also big potential to save money.

“First of all, you aren’t going to be as tempted when you are sitting on the couch. Plus, it is much easier to stick to a list. Furthermore, your amount is being totted up on the screen. So, for example, if you are determined to stick to a budget of €100 and you see that it has gone to €110, you can delete the items that you really don’t need or wait until next week to buy them. The alternative in the supermarket is the sometimes awkward moment of handing items back.

“It allows for less impulsive buying and although there is a charge for delivery, you are likely to save that and more by avoiding temptation.”

4 Bargain Hunters Beware. Bargain hunting goes back to our hunter-gatherer primal attitude of hunting for our food. It still applies today – in some more than others if you go by the St Stephen Day sales. However, the bargains are the purchases we really need to think about.

“Chances are that you are only buying the item because you are excited. You probably don’t need one multipack of crisps, never mind two. This is especially relevant to multi-buys on food. Say, for example, you are perusing the supermarket shelf and, oh look, it’s two for one on biscuits. Now, if you were planning on buying these biscuits, fine. If you weren’t and you are stocking up so you don’t have to buy biscuits the following week, you are probably only fooling yourself. Chances are, instead of one packet being eaten in a couple of days, both packets will be eaten. You are still going to be buying another packet next week.”

Sounds like the only thing suffering is our waistline. The items that this logic doesn’t apply to is household items like toilet roll and laundry detergent.

“This is just good economical saving. You won’t use more laundry detergent just because you have an extra bottle sitting there. It’s stockpiling for the future.” CL

What’s the future for shopping?

There are now Amazon supermarkets in the US where you walk in, do your shopping and leave without queueing. Cameras will detect your purchases, which will automatically be charged to your credit card. Yes, it may feel like Big Brother is watching you but this may well be the future.

A more realistic option that we are probably going to see here on our shores though is an online portal app with GPS which will know you have entered the shop and it’ll start working for you.

“Smart shopping really will start becoming very smart,” says Ken. “For example, you may be walking down an aisle and your phone will buzz, highlighting that your favourite brand of shampoo is on special offer. It may also notify you that there is 15% off ingredients for that stew you googled last week. And if you are a coeliac or a vegan, it will guide you around the shop, directing you to the items that are suitable for your diet. Your app will also carry all your discounts and coupons in one place, so you will get more from your Real Rewards points, for example.”

However, Ken says that it doesn’t mean the supermarket staff will disappear. “Irish people still put a massive value on the importance of the butcher, the baker, the fishmonger, the people who will inspire their cooking and guide them towards new products. The old traditional values won’t disappear.”

Making life easier for consumers

SuperValu’s Make Savings initiative means you’ll see lots more green and yellow stickers on their own-brand labels to highlight price drops (green) and promotions (yellow). For more information, visit https://www.facebook.com/SuperValuIreland/