Thinking about consumer psychology is essential for any retailer who wishes to increase revenues and grow their business. And store fixtures play a very important role in how people shop and how much they spend. Some interesting facts to consider about human decision making and perception in a store include:
- Humans have limits on cognitive processing so if the store environment overwhelms them it can hamper or stop their purchase decision
- We pay attention to displays for about 1 second per metre, so displays have to be focused and clear
- Humans can silently read about 4 words a second so lots of words don’t help. Less is more.
- The brain focuses on products at eye level to reduce the processing load of taking in the environment. Eye level is generally 130cm to 170cm from the floor.
- When someone is in a good mood they use less criteria to make a decision. Make their experience pleasant.
- Familiar brands help shoppers have confidence in their purchase decision
- We shop by emotion as well as logic. Position products people buy on impulse at strategic points.
- The human brain can process images faster than words. Carefully chosen images may sell a product better than words.
People Shop with Their Eyes First
A factor that plays an important role in the purchase decision is what a consumer sees. Products featuring highly attractive packaging and good branding can sell faster than products with unappealing packaging, regardless of which actual product is better from a quality viewpoint. Position these products in the eye level zone and use them to focus attention. Consider what shop fittings work to display these products attractively. Is it a shelf? Is it a basket? Does it display best on a sloping arm so customers can see different styles and sizes easily? Should each product have its own mini-shelf? The more attractive your displays are, the easier it is for your customers to select and buy your products.
If you want to create a focal point to capture someone’s attention consider an image with a 4-6 word phrase at eye level near key products. This can double as an emotional call as well as provide information. You can use slatwall poster holders as a tool to position this poster next to your displays.
Make It Easy For Your Customers To Move Through Your Store
When you design your store, make sure that it is easy for customers to follow a path and easily get to your products. Instead of having a labyrinth of free-standing shelves that might make it hard for people to get from one end of the store to the other, consider combining different types of shop fittings, like a series of slatwall panels along the walls with free-standing gondola display stands that complement the style of products you sell. This will help you create a space that does not seem quite as claustrophobic and allows the client to “flow” from one end to the other.
Also, consider grouping complementary items together. For example, if you own a clothing store, you could group evening dresses together with dress shoes, and clutches. You could take things a step further and match a particular pair of shoes to a certain dress, making it easier for the customer to visualize the final result and entice them to buy.
Clutter Is Your Enemy
Piling on merchandise on store shelves so that every item is available to buy could be one strategy. However, if customers are overwhelmed with too many options to choose from and have to work through a massive pile to find the size they want it can be counter-productive and reduce the chances of making a sale. Why would they struggle in a shop where they can barely figure out what items are actually for sale when they can go to another that is better organised or even shop online?
So, make sure that when you design your store, take into account the type of merchandise you will be selling and its variety. This way you can ensure you have sufficient space to display everything in an organised in an attractive fashion. Have just the right number of sizes on display and store duplicates in an area where you can refill your racks as products sell. The more people can see, the more they will buy.
Use Lighting, Music and Visual Displays Like Digital Screens To Create A Positive Mood
In addition to having a well-presented store with quality shop fittings and shelving you can also enhance the customer’s experience further with lighting, music and visual displays that add to the atmosphere of your store. The important thing is that is must match the tastes of your typical customer. What age is this person? What characteristics do they have? What quality perception do you want to create for your brand and your products?
If you get this right and have a well laid out, attractive and functional store you can enhance your customer’s experience and increase the chances of them buying your products.
Want More Information?
Advanced Display Systems offers a wide range of stylish store fixtures that you can use to create a stunning store design. Have a look through our project galleries and our product categories to find ideas that may suit your store. If you can’t find what you are looking for then give our team a call on 1800 111 477 and our experienced staff can help you find what you are looking for.
