10

Store Design (Fach) / Recipes (Lektion)

Diese Lektion wurde von DaxFarey erstellt.

Lektion lernen

zurück  |  weiter 1 / 1

• 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

zurück  |  weiter 1 / 1