Manufacturers and retailers alike spend millions of pounds encouraging customers into their stores. But that is only the first stage in trying to encourage a customer to buy. When a customer enters their store, trying to make the experience a pleasant one and encouraging them to find ‘the right’ products…well that’s an entirely different science altogether.
Eye-tracking studies are now being used as a way of truly determining buyer behavior. It is this type of research that helps understand retailers understand why customer shops in a particular way.
Whilst these resources are only really affordable to the leading retails we can take some of their knowledge and apply them in-stores.
Top Tips for Retails to ensure products get noticed
First Impressions are so important and retailers go out of their way to ensure the initial impression is a good one. Supermarkets have long understood that placing fresh fruit and veg at the front of the store make for a positive experience. So if you are looking to differentiate your store from the competition. Front of house is the place to start.
The halo effect is an interest theory. It suggests that if a product is placed close to another it may benefit the other products. So for example in a supermarket, products placed close to fresh fruit and veg may benefit from the healthy association merely due to its close physical proximity.
Line of sight. Extensive research by the supermarkets has shown that the ‘sweet spot’ for customers to see a product is between the eyes and waist. Products above and below this area don’t sell as well.
This also applies to the banner or promotional ads in-store. Are they above or below the line of sight of your customers.
Colours Psychology plays a major part of the design process of the big manufacturers and retailers. There are four psychological primary colours; Red Green, Blue and Yellow. These relate to the mind, body and emotion. Take a Purple as an example. Until 150 years ago purple was a difficult and expensive colour to reproduce. As such only the Royal and the Church could afford it. So it is this luxury and premium association that continues to this day.
Here is an really interesting emotional colour guide.