How do shoppers use their smartphone as a shopping companion
How to influence shoppers
Transcript of How to influence shoppers
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