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Store Design (Subject) / Recipes (Lesson)
- How can the store design shorten the perceived waiting time? Make it more quitable Make it more entertaining
- Make it more equitable § It’s perceived as unfair, if other lines moves faster § Take a ticket / buzzer · No need to stand in line § Snake lines for small shopping baskets
- Make it more entertaining § Monitors (news, commercials) § But don’t divert all attention (no impulse purchases)
- Cheap price perceiption trough store layout (6) o Mixed up stuff seems cheaper o Yellow and red o Odd prices o Simple décor o Power aisles o Higher reference prices
- Make it seem more expensive trough store design o High priced context o Under glass cover o High stated music o Less is more (fewer products)
- Changing age structure o Increased life expectancy o Lower fertility rate o à People get older o à Biological changes è Marketers need to consider that
- Whats good for senior customers? (7) - Bright colors / contrast - Label all hazards - Large letters - Avoid stairs - Rest areas - Low volume music - Don’t steoreotype o Biological is not cognitive age (most feel younger)
- Keep shoppers longer in the store (8) - Reduce walking speed o Slower music § Target group o Soft flooring material § Stops when flooring material changes - Avoid crowding o = stress o Too small area o Too many people - Consider shopping companions - Encourage shopper to see the whole store o Eye catcher o Loop - Relax shoppers o Restrooms o Relaxing zones o Water coolers o Café - Use deactivating stimuli o Water o Plants o Green & blue - Encourage trial
- Encourage impulse purchases (7) - Candies & magazines as a reward for shopping at checkout - POP-Displays o Content displays (new & improved) o Product supply display (display where bottles are) - Samples o Customers feel obligated to make a purchase - New, unusual, bright presentation - Verbal prompting (“Do you like fries with it?”) - Bundle presentation - Provide shopping baskets & cars (inside store as well, customer can only buy if his hands are empty)
- The importance of processing fluency: - Keep it simple - Minimalism o Presentation (clearly structured) o Font o Brand name (easier to remember) è For utilitarian shoppers Simplicity à positive emotions à Good recall
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