Costco’s deliberate floor plan and footpath, which lead shoppers on a “treasure hunt,” exemplify the strategic marketing at play within its seemingly simple shopping experience.

By sprinkling staples, or “triggers,” all around the store, Costco funnels shoppers from corner to corner so they add tons of extra items to their carts as they traverse the store.

The more aisles shoppers traverse, the more likely they are to stumble upon a bevy of goods they suddenly feel the need to buy — even when they only went in to buy a few key items.

A sense of urgency adds to the hunt, too. Costco rotates out products quite fast, so when shoppers see an item they want, they snag it, fearing it may not be on shelves next time.