Left or right?
If you want to know how to sell and predict how customers will go, only by knowing which way customers will go can merchants wisely judge what kind of goods to put or where to put them, so as to attract shoppers. In general, people in shopping malls almost walk along the same route, and most shoppers around the world like to walk on the right after entering the store (which is closely related to driving on the right when driving).
Knowing this, what is the significance to the store managers? A clothing store mainly deals in women's wear, men's wear and children's wear. Managers set up women's wear area and men's wear area around the entrance of the mall, and set up children's wear area behind the mall. They hope that female customers can pick out some clothes for their husbands and children by the way after buying clothes for themselves. However, managers found that only the sales of women's clothes were satisfactory, and few people patronized men's clothes and children's clothes. Most female customers will walk to the right after entering the store. When they find themselves in the men's wear area, they will immediately adjust their direction and go straight to the women's wear area on the left side of the store. After visiting the women's wear section, most of them will not go to the right again, or even go to the place where children's wear is sold at the right rear.
Why do these female customers seldom go to the men's and children's wear section after watching women's wear? Because they have no shopping habit of walking from left to right. It can be speculated that if the manager changes the display position of women's wear and men's wear, it will attract female customers (main customers) in the shortest time. After visiting the women's clothing department satisfactorily, I will naturally go to the children's clothing area and men's clothing area to shop for my family.
From here, we can know that the right front of the entrance is usually a good location and should be used to show the most attractive and profitable goods to major customers or shops. If a store doesn't take women as its main customers, it can put the goods with high frequency of purchase and ordinary men's products right in front of the entrance, and put the goods with strong selectivity and women's and children's products far away from the entrance, because women are more patient than men to go further and choose more carefully.
With the right-leaning walking habit, people take things to the right with their right hands. When people stand facing the display stand, it is most convenient to reach for something on the right side of their bodies. Therefore, if a store wants to sell some goods to customers, it should put them on the right side of the customer's position. The way people move seems simple, but it virtually determines the layout of the store. Whether we can grasp the mobile habits of consumers, in a sense, determines whether the store can obtain high profits.
2. What cheap socks!
There is a story about a man who found a new pair of socks. He was very happy. Just when he decided to put them on, he found that his shoes were too dirty and old, and they didn't match his socks. So he bought a new pair of shoes to match the socks. After putting it on, he thought his trousers didn't fit, so he bought a pair of New Pants. The problem came out immediately, and his coat had to be changed.
I spent a lot of money from head to toe because I picked up a pair of socks. But then again, if he had been asked to buy so many, he might not have agreed, but everything changed because he got a pair of socks for free.
This is because customers usually go through such a psychological process when shopping. At first, they were wary of goods. After buying one or two goods, the money bag is opened, and they will gradually forget the original intention of saving money and immerse themselves in the joy of shopping. At this time, it is difficult for him (her) to stay away from expensive goods. Therefore, it is very important for shopping malls to study how to break through customers' first line of defense and open their wallets.
Shopping malls can set low prices for goods that are more sensitive to customers and high prices for goods that are less sensitive according to customers' psychology. In the arrangement of goods shelves, they can display goods that are cheap or commonly used in home life where customers pass first. On the one hand, customers feel that they have to buy it, on the other hand, they will feel that "it's so cheap, you can choose it with confidence!" So spend money like water. In fact, if these seemingly cheap goods are bought more, customers will naturally spend more money, but consumers themselves don't know it.
3. Leave me some privacy!
The customer rest area of a shopping mall is located near women's underwear, so it often happens that women go to the booth area and start picking things, and suddenly they find someone staring at them in the seat area not far away, and it's a man. In the face of such gaze, women are very at ease, some reluctantly summon up courage to continue to choose, and some immediately give up shopping. From this example, we can know that some goods have certain privacy, and customers don't want their buying behavior to be exposed to the public. They may want to check the area where these items are located before buying and see who is around them. If this is a noisy area and there are many people walking around, they will lose the courage to buy.
Although there is no survey data on the sales of such goods at present, such a display position is obviously not conducive to sales. In fact, the proportion of this commodity in shopping malls is usually very small, so it is better to arrange it, as long as it is placed in a sheltered place. Of course, it should not be too hidden for customers to see, which is equivalent to going to the other extreme.
Some products that need to be tried out should also be displayed in a relatively secret space. Before buying a mattress, people want to feel it by sitting and lying down. If it is placed in a public area or a place where people come and go, people lying down will feel very embarrassed. For example, if the mattress is placed in front of the store, it is easy for outsiders to see people lying on the mattress through the window. If you put the mattress away from the public, it will give people the feeling of fitting room, which will easily arouse people's desire for sleep, and then stimulate the demand for mattresses.
4. Leave me alone, I'm busy!
Belle's five brands are Teenmix, TATA, Belle, STACCATO and Joy &；; Peace (beautiful poem), although these brands are all in the shoe section of a department store, the same greeting words of "Hello, welcome" are quite different in expression due to different target consumer groups. Teenmix is a kind of casual shoes, and the target market is young people. They are full of youth and vitality, so whenever a guest enters their counter, the waiter will immediately run all the way to the customer and say "Hello, welcome to teenmix" at such a fast speed that he can hardly hear what to say. In the "He She" counter group, the waiter's speech speed is a little slow, while "Belle" and "Sijiatu" continue to slow down, and the "Sijiatu" counter group hears a word-for-word welcome speech. Speaking of "true and beautiful poems", there is no sound. When the customer enters the cabinet group, the waiter will look at the customer out of the corner of his eye, but he is not in a hurry to say hello, because it has a high positioning, and the purchased customer needs the "don't disturb" service and the waiter's "come right away and linger" service, so there is no need for excessive enthusiasm and repressive sales promotion, because the customer himself is very busy.
From this example, it can be concluded that some goods that need customers to read the instructions carefully or choose carefully should be placed in places that people rarely pass by, such as a corner or the depths of an area. Similarly, some commodities that need to be tried or experienced for a long time are not suitable for places that people often pass, such as sports equipment and health care equipment. These goods are often expensive, and people need to try them for a long time before buying them. If you are a person who likes shopping, you will find that there are always some people sitting on those health care devices, such as foot massagers, enjoying themselves slowly with their eyes closed. If the customer's feeling process is disturbed, then the shopping mall can't expect customers to buy it. When the shopping mall can't find a relatively independent display space for these goods, we can take some measures to create a quiet space, such as enclosing the area with exhibits and surrounding the customers who try out the goods.
In addition, relatively high-end consumer goods such as wine, tobacco and alcohol, famous tea, jewelry and high-end gifts are not suitable for being placed in places with too many customers. These goods themselves are not affordable for ordinary consumers, and their target customers are often a few relatively wealthy people. Therefore, high traffic does not mean much to them, but may have a negative impact. Customers don't want to be disturbed when they buy such high-end goods. They want to have the opportunity to learn, compare and choose. Moreover, such customers have relatively high requirements for shopping environment and service quality. Once disturbed, they are likely to wave their sleeves and leave.
It is estimated that a real museum is some adjustments made from the above perspective. I hope I can help you!