For consumers, there are many ways to stimulate their shopping impulse, in the supermarket 75% of consumers' shopping decision is decided in less than 15 seconds. Therefore, how to influence the consumer's purchase decision at the critical moment is a very important issue. The following is my knowledge about how to make the customers who enter the store to produce a strong desire to shop, welcome to read.
First of all, it is necessary to understand two principles:
1, the longer the shopper stays in the store, the greater the likelihood of purchasing; where the amount of time the shopper spends in the store depends on whether the shopping experience is comfortable and pleasant. (This time does not include simply waiting time; if the user waits more than 2 minutes or more will begin to appear irritable)
2, the conversion rate: that is, the number of shoppers who really bought the goods with the total number of shoppers entering the store ratio. A very good chain of retail stores, its conversion rate is only 48% (different goods conversion rate is different); nowadays it is said that e-commerce site is even smaller, only 2%. The importance of the conversion rate is that you pay a high cost (advertising market rental costs) in exchange for the opportunity to enter the store, but let him leave empty-handed.
The factors that influence the conversion rate are broadly the quality and price of goods, the service of employees, and the environment and presentation of the store. For example, the more a shopper connects with a store employee, the greater the average sale.
Primary observations of shoppers' routes and trends in the store
1. Shoppers need buffer zones. That is to say, there is a need for a clear signal to prompt him that he has walked into a different area and the outside world, the smell, temperature, rhythm, sound, color and the outside of the region in a hurry or dark and damp place is different; there is a buffer zone exists so that he can slow down his pace, notice more information and products. Otherwise, the result is that he rushed into the store, the door of many products and services information is completely ignored.
2. People can only shop more comfortably if they have their hands free. That's why shopping baskets are so important. Whether it's online or offline, it's essential that multiple products are simply and easily managed. It is better to put the shopping cart not at the door, but where the customer needs it, or (for online) is used to it.
3. Where should the billboard be placed? Of course, the ads should be eye-catching, must attract the user's attention; smart way to place the ads should be as much as possible to interrupt (or just flush in) the shopper's line of sight, blocking their eyes. An example of this is the advertisement on the McDonald's checkout counter. Also, placing ads in places where users have the least to do is very effective. (For example, elevator ads. Although this is not pleasant for shoppers)
4, how people move: a good store is the store that can display the most goods in front of the most shoppers for the longest time. Always be able to let the consumer can not help but go to various locations in the store.
When people enter a store, they always walk to the right, especially in countries where driving is on the right. So the space to the right of the front door in a store is prime real estate; the most popular brands are in the center, and the products to the right of it are an easy place to sell products.
Characteristic Behavior of Shoppers
1, men pay less attention to the price than women, pay more attention to text information and instructions, less like to communicate with the attendant is accustomed to self-help thinking and solutions, more likely to be impressed by the child's plea, and more likely to be affected by the exhibits. Men accompanying women shopping will reduce the woman shopping 'time, because men tend to quickly shopping away, so set up men comfortable seats or set up men interested in the product area, in favor of solving this problem.
2, women are naturally shrewd and picky shoppers, the requirements of the environment more than men, but in the face of high-tech, women appear to be more pragmatic than men, they do not pay attention to the technology itself, but focus on the application of technology.
3. After a few decades, the market for the elderly will be very active, because the young people now become elderly, but still maintain their quality of life requirements.
4. Considering the needs of children, these children can become enthusiastic consumers; and whether a store welcomes children, shopping parents can feel it. Considering children and placing goods low can be very useful for them.
Shopping Dynamics of the look smell touch to buy
Shopping science to consider the most artistic place is to show, rendering, and even temptation (network shopping is even more so, less touch link, then the visual dependence on the increase)
1, the senses is the decision to shop for the most seductive factors. How to let shoppers embrace the product, and the product emotional connection, is very important.
2, to improve the quality of the product experience needs to think, for example, the lighting in the fitting room to be very beautiful, it can promote sales.
3, a store's three elements: design (location layout decoration), sales planning (what to sell) and operations (clerk service behavior) three elements are closely related, if a certain aspect is strengthened, you can reduce the pressure of the other two aspects; the opposite is increased. For example, shrinking the cash register, it is possible to cause congestion and low efficiency leading to reduced customer satisfaction.
4, one of the tips to increase sales, is similar or related products placed together to attract more attention.
In short, there are many more interesting examples and details in the book, and I believe that anyone interested in retailing will be able to draw some inspiration from them. Although we as consumers are now relying more and more on the internet for our purchases, some basic rules and principles have not changed.