Simon Lambert

OK, so this was the real deal.

They were attempting to do this.

And when you went down the meat aisle, for example, in the pork section, was there a pig oinking or did they steer away from that?

Fair enough.

So other than cows mooing and hens clucking,

We've got some interesting stuff here.

We've got dynamic pricing.

Now, dynamic pricing obviously exists in lots of different places and is highly controversial.

But digital labels on the shelves.

So at different times of day, the price could change.

Toby gives the example of you're in there on a Friday evening.

you're sort of undecided should you pick up that bottle of rose is it a pink wine evening and then all of a sudden the price drops in front of your eyes you're like oh yep i'll have that um but they could use it at quieter times they could use it at busier times they could do it when it's hot outside you know it's middle of the day the ice cream's uh cheaper to try to encourage you to buy it when it's really hot or maybe the ice cream is more expensive because you're more likely to buy it they could start playing around with this stuff but the absolute best one in here

shopping trolley handles.

Now, this is based on a genuine piece of research that does appear to stack up by Bayes Business School in London that suggests that by adding looped parallel handles either side of a shopping trolley, shopping is more enjoyable and could prompt you to spend 25% more.

The research, which involved monitoring 2,359 shoppers over a three-day period, so that's quite a lot of people,

with half having traditional handles and the other with the adapted design, showed how the modifications seem to encourage shoppers to buy more.

And it's based on a psychology theory about triceps versus biceps.

Oh, my word.

So...

Consumer psychologist Nisa Bayinda explained, the use of triceps when pushing a trolley is associated with a sense of rejection.