U.S. shoppers are complex: their excitement is very low, in general, tends to follow the established consumption habits; their attitude around sensitive information, but marketers want to manipulate them at random but not easy. Today, when Americans have become increasingly cautious consumer, and this had on the retail complex is simply worse.
To understand the shopkeepers on the response to this latest consumer trend, I called to ask a Pakeangde Hill, he is working on the first people to buy acts. In the past 20 years, he and his consulting firm Envirosell has provided services for many companies, including the world's largest home appliance and electronics retailer Best Buy (Best Buy), the U.S. apparel retail giant Gap and Wal-Mart (Wal-Mart) and so on. Underhill tracking shot through the shoppers shop to collect relevant information, in general, continuous tracking of each case will be a few weeks time, so every year the accumulated about 50,000 hours of video material.
Recently, with Underhill's own words, his research has become more practical meaning. All along, he always keeps telling the business community, in this world there is no "new customers", that store should be left unturned to persuade existing customers to buy more. In addition, he also noted that most of the shopping decisions are not made beforehand, but in the interim to make the shopping process. This lets businesses take advantage of: if they can follow the provisions of Underhill, effective display of product information, to attract customers attention, it is possible for consumers to exert more influence. In his own words: "This is the shop sales, shoppers can mobilize the temporary purchase of desire."
Recession shopping behavior
Recently, Underhill and his team noted that shoppers showed some unusual behavior, indicating that businesses want them to pocket has become increasingly difficult. Economic good times, consumers generally buy from the shelves of all commodities. Now, people stay longer in the shelves than ever before to increase by about 20%, because they will read the labels on products. While on the surface this is good news for retailers, but Underhill said that more people will come from the shelves of goods dropped at the mall the other places, usually near the cash register because "they changed his mind snapped. "
This phenomenon is choice. Underhill said some shoppers are not properly handled the situation, if they do not need an item, they will choose to give up. He said: "businesses should be effective in controlling the consumer's attention, you can effectively use a number of identity cards, write the 'best-selling product' or 'special student computers' and so on ad words."
To impart this information since I, Underhill would take me shopping in Manhattan's Time Warner Center, the first stop was to attract consumers with healthy whole food product food companies (Whole Foods). In the red kale and rainbow there was a large dish at the top of sign read, "Why buy organic vegetables." He said that for most customers, the brand's content seems a bit much, but not a big problem, because this brand is aimed to make shoppers feel they are buying a valuable commodity, in doing meaningful things. Next, we passed a bunch of Russian Banana Potato yellow fingers, which plugged a small sign that read, "Look, they are lovely." Underhill really like this idea: "The production of potato to Biaidahe more expensive, so they came up with this way to attract customers and let them try new things."
At this point, meat products, a female customer counter caught his attention. He told me: "She choose the right products to stay in business after the time of the total shopping time of 61%. When she was waiting when the store should be taught what she should buy some next time." The businessmen told her the information to write on a blackboard, dry cooked steak. Scribbled on the glass showcase: Niuyue Te election long steak, 11.99 U.S. dollars / pound. Underhill praised add this: "Write on the glass is to tell the customer that they are new to write up. These words may be 24 hours a day, 7 days a week is all there; but it looks like someone in 10 minutes just write up the same as before. "
On signs to communicate with clients when Underhill particularly concerned about what he called "wastage rate", that did not read the sign information, the percentage of consumers. If this is the problem, usually because of signs placed in the shoppers do not want to stay in place, signs of the wrong direction or because the text on the sign is not big enough, not concise or not helpful. These results are not so much a science as it is a kind of common sense, but Underhill do not care, he often said that the sentence is: "useful information is not always easy to see."
Underhill and a spice manufacturer cooperation is a very typical case. The company designed a supermarket expensive booth and hired Envirosell companies understand shopper market reaction. At this booth, all the bottles are in accordance with spices, extracts, flavors, and seasonings are classified, the fact that this sale without any apparent help. Underhill, in his recently published "Why Shopping: Shopping Study" (Why We Buy: The Science of Shopping) clearly pointed out in his book, the company has done such a classification is meaningless on shoppers , because "who care about these? people concerned about these things what the role of food and how it tastes and so on."
Finally, we came to high-end kitchenware and home accessories store Williams-Sonoma. Underhill said: "This is a good store." License at Peugeot pepper mill hands stopped in her tracks, there is a sign that read the information on their grinding of fresh pepper. Businesses, said the purpose of these signs is to enable shoppers to learn more knowledge. Underhill said the price would still make shopkeepers seem more reasonable. Sign the text a bit long, Underhill that shop signs reading time should not exceed 15 seconds, that the text should be controlled within about 30 words, and this plate up to 100 words. He said: "businesses should strive to achieve a high degree of business unity and impart information."
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