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Three absurd mistakes retailers make

Today I went to a store ready to make a $50 purchase but was so bombarded with noise from in-store announcements, a running on-screen add and loud music, that I could not concentrate on reading the product info to ensure I had the right item. Frustrated and annoyed, I walked out of that store and went to a competitor to make my purchase.

Retailers have known since the 1950’s that a relaxed and confident customer buys more, and that the decision to choose a product and to then purchase that product has an emotion response attached.

All that however seems to have been forgotten with three now common, but still absurd mistakes retailers make:

1. PRODUCT DISPLACEMENT

  • Intent: This is where they move a product to another shelf or location so that the customer will search around and maybe impulse buy additional products
  • Result: Can’t find the product, Customer leaves and goes another store.

2. CASH REGISTER PLACED AT CENTRE OF STORE

  • Intent: Reduced staff, added security and so that the customer has less distance to the cash register and so is likely to buy more
  • Result: The confused & frustrated customer cannot find the seemingly hidden cash register and so leaves the store either without the purchase or without paying for the item.

3. LOUD AND COMPETING MUSIC/SOUNDS

  • Intent: Relax and entertain the customer to encourage a longer stay and increased purchases.
  • Result: overwhelming and sometimes offensive noise resulting in the customer leaving without making a purchase, and worse still, not likely to return

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