How we shopA journey

Thomas Miles, Planning Director, Lavender*Feb 2010

Source:

Shopping mindset

The trouble with banks

Store navigation

Left? Right?

Busking in hallway in Washington DC45mins = $32.17

Superstar Violinist$3.5m Stradivarius$175 a concert ticket

What we look at

The Invariant Right

We scan the store from right to left and then fix on an object to the right, essentially at 45 degree angle from point of entry.

The same for offices…..

x2 spend in store

Average retail buying time

12mins 57secs9mins 39secs

25% 65%

86% 72%

Likelihood to buy

Attention paid

Keep it a pleasant experience

Get people to see the whole store

Seeing, Touching & Trialing is everything

90% of new products launched fail, because people don’t try them

1960 – 35% storage2000 – 15% storage

“coffee’s for closers”

4% of browsers will buy a computer at noon

Compared to 21% at 5pm on same day

Pick you moment to close the deal:

Be convenient

50% of fast food is served in Drive-thru Windows

10% of these park in the parking lot to eat (8/10 are women)

Don’t forget the people with real money

Larger print – point type 12+Larger signsBetter colour distinctionLarger aisles & ramps

Summary

Make it easy to shop

Understand point of decision-making

Sell to the woman

Close to the man