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