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With a Notebook
GOING SHOPPING!
THIS ISN’T SOME WALK IN THE PARK…
Price: Free
Environment: Up to the Weather
Draws People In (or doesn’t):
With it’s Natural Beauty
THE ENVIRONMENT IN A STORE IS MANIPULATED TO APPEAL TO A CERTAIN GROUP OF PEOPLE:
Average Customer at this Store:
Age: 40Gender: F
Interests:Health, Local Food, Community Support, Green Movement
BUZZ WORDS
Average Customer at this Store:
Age:45Gender: F
Interests:Nice clothes, Jewelry, Novelty Items
IMAGES
THE ENVIRONMENT IN A STORE IS MANIPULATED TO APPEAL TO A CERTAIN GROUP OF PEOPLE:
PRICE
Average Customer at this Store:
Age:20-60Shopping with: Family
Interests:Getting a good deal,Making their dollar stretch farther,Providing for a family
Businesses that emphasize low prices put least expensive items at eye level and make sales “pop” with bright colors.
Businesses that emphasize the quality or uniqueness of their products put more expensive items at eye level or interspersed with less expensive items.
THE ENVIRONMENT IS CHANGED TO ENCOURAGE PEOPLE TO STAY LONGER
Entrance
Exit
PRODUCTS!
Some stores make separate doors to enter and exit…
So, once you’re inside, you have to walk through part, or all, of the store in order to leave.
Others work to create a “you’re right at home” feel…
UsingCarpeting…
Creating aComfortable placeto sit…
EVEN THE SIGNAGE CONVEYS MEANING…
Names in lower case suggest a casual atmosphere
Names in block letters suggest a chain, and cheap prices.
Fancy lettering implies that the products have higher value
WHEN I WENT SHOPPING WITH A HEIGHTENED AWARENESS, I BEGAN TO NOTICE:
FREE SAMPLES!
When a sampling station was
accompanied by a large display of the sampled product,
Customers were 50% more likely to buy it than if they had to be directed
to the product.
Obvious security cameras make
many customers uncomfortable.
This sets up a customer-business relationship that is based on mistrust.
An inviting exterior isn’t as simple as being nice to look
at…
Businesses use different ways to
draw customers in.
Outdoor seating
Come in for a Fudge Sampl
e!
Signs and Window Displays
