Since the dawn of retail times, brands have been trying to gain a deeper understanding of how and why their shoppers purchase products. So many tried to find clear answers and strategies by simply crunching numbers and data, but there is always one sticking point – no two buyers are the same. Every shopper has a different agenda and shopping approach.
That means that there’s a real need to use special strategies and psychology to get inside the minds to try to boost sales. Here are a few tips to do so:
An organized space
Shopping is all about making choices and often quickly. That’s because if the shopper can’t find what they want quickly and easily – they probably won’t buy it at all. Consumers are said to create expectations of where each item is within a ‘cognitive map’ with certain groups of products adjacent to one another, for example. At the same time, it’s a good strategy to, once in a while, change the placement of these products. This way the shoppers will be more attentive and may discover new products while looking for the favorites. So, it’s all about finding the perfect balance: changing the placement while still keeping the store organised and the placement logical.
Excite and engage
Shopping is often down to emotional responses rather than a rational examination of the different options. That means shoppers that are excited and engaged will usually purchase more. As well as appealing visuals, think about other ways you could create an experience which aligns with your brand.
Shoppers are always looking for stories and ways to be entertained, so think about customer service, events and promotions that might engage your shoppers. For a beauty brand, this could be offering free mini manicures or treatments to the first customers of the day. For a toy brand, this might mean allowing customers to experience and use the product before they potentially make a purchase.
Don’t offer too many alternatives
Our brains can only process a certain amount of information because our attention spans are limited. Whilst people think they like more choice, too many options can be overwhelming. It can even make consumers dissatisfied and stressed. Experts refer to this phenomenon as ‘paradox of choice’. Therefore, sometimes, less is more and a more curated approach is the key to success.
Offer a rewards programme
Depending on the type of products you sell, a rewards programme can prove a useful and effective tool. More sophisticated systems can provide useful insights into consumer preferences and choice but even the simplest reward programmes increase loyalty and make customers feel contented and happy. It has also been proven that the easier the rewards for shopping with a certain brand are to obtain, the more motivated a shopper will be. So when designing any type of loyalty or rewards programme, factor this in.
Engage the senses
As well as looking appealing, brands are constantly looking to the other senses to convert footfall into sales. Part of driving sales is making the consumer feel something, and that can involve any of the senses. For example, smell has a unique effect on consumer behavior and can not only attract more people into a store but also stimulate them to purchase more. Likewise, a perfectly selected sound is sometimes all you need to get a customer’s attention. It can be used to elicit emotions and improve customer experience. One of the most emotive feelings is nostalgia and playing old music allows shoppers to tap into emotions. And let’s not forget the sense of touch. Sometimes, having the option to touch a product with a special texture or feel is enough to convince the customer to buy!