Why You Bought That Ugly Sweater

Posted on November 18, 2015

Photo source: Flickr

There is a science to every sale. Among other findings of interest to retailers, researchers have shown that customers are drawn to items sitting on the middle of a shelf, as opposed to the ends, and that we perceive prices to be lower when they have fewer syllables and end with a 9.

Stores have figured out how to manipulate us by overpricing merchandise with the intention of later marking it down, knowing that we will see the lowered price as a deal. And they have learned they should give us options, but not too many—it’s well known that choice can be overwhelming to customers and can discourage purchases.

What is less well known is that snootiness can deliver a sale. Say a customer walks into a luxury store and is greeted with an askance look from a salesperson and no offer of assistance. You might think the customer would turn around and take her money elsewhere; contrarily, one recent study found that rude clerks caused customers with low self-confidence to spend more instead.

“Retail atmospherics”—layout, lighting, wall color, music, and so on—can significantly influence customers’ moods, and their spending.

Touch is important too. Stores that keep their merchandise behind glass or in hard-to-reach places might consider making goods more accessible.

Follow the link below to read the full article.


Category(s):Compulsive Spending / Shopping, Other

Source material from The Atlantic


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