Chap+3+&+4+(Why+We+Buy)

THE NATIONAL BESTSELLERTHE NATIONAL BESTSELLER

WHY WE BUYBy: Zulfiqar Ahmed

Danish Hussain

Mariam Haleem

Shoaib Ahmed

An area of ambiguity between two distinct states or conditions

A state of ambiguity or obscurity (The state of being unknown)

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E THE TWILIGHT ZONETHE TWILIGHT ZONE

The Author is sharing his experience and findings in this chapter about the Importance of the duration from his entrance in the retail outlet till his exit.

Chapter describes mistakes that retailers make and shoppers experiences, their feelings, interactions and the dynamics of that period.

Chapter includes suggestions with examples and lessons learned by companies in the past

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The chapter begins with a situation in which author and his friend is nearby a parking lot of a retail outlet.

The writer sketching the overall environmental conditions of parking area which depicts the harshness of it.

Observations: People rushing to store with curiosity From his experience he concluding that people always

do this.

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Important Factors:Lighting Sufficient Insufficient Day or Night Placement

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Retailer’s External Outlook Retailer’s External Outlook

Things to be taken care of: Size Color Position ContentFaster people move the narrower their field of vision becomes, so they should be big and bold

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Signboards, Banners or Logos Signboards, Banners or Logos

On entrance shopper takes some time to adjust to the internal environment

Presence & Body language of just entered customer is confused

Immediate interaction is failure in most of the cases as per research

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Entrance & Internal AppearanceEntrance & Internal Appearance

Make consumers’ life easier but eliminate that pause in which stores with normal doors get benefits

Time to read what’s written on the door

Retailers charge from manufacturers

Display their hot deals

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Automatic Doors & Manual DoorsAutomatic Doors & Manual Doors

Store merchandisers can do two things where the transition zone is concerned:

They can keep from trying to accomplish anything important there

They can take steps to keep that zone as small as possible

Examples Burger King Athletic goods chain IBM in KMART Manhattan Takashimaya Felene’s basement

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Product reach for young and old customers should be different

For new products its better to place them in the front

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The 1st product customers see isn’t always going to have an advantage(Visual anticipation)

Older Shoppers and younger shoppers buying behavior is different.

Entrance should be closer for the older shoppers

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People avoid purchasing in crowds and hassle

The research was on the “Newsstand”

To display the most merchandise, the structure of the stand was wrong

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S YOU NEED HANDSYOU NEED HANDS

The horizontal surface was at shin height which displayed newspapers

Customers had to bend and pick up that turned into an awkward style that led to the limited number of transactions during rush hours

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The biggest culprit is transition zone – the basket is so close to the entrance that incoming shoppers unable to see them

Only fewer than 10% customers use baskets

It is suggested that employees should be trained to offer baskets while any customer holding three or more items

As basket use rises, so does the size of the average sale.

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Baskets are valuable for as long as they are “easy to reach without stooping”

Baskets should be spread around the store

In the corners of each section In reasonably sized stacks … so buyers do not need

to bend over

They should be visible to the buyers!

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The Issue of Shopping BasketsThe Issue of Shopping Baskets

For a book store you would rather have a bag rather than the shallow hard plastic baskets (like the ones in super stores)

A buyer can always purchase the bag also!

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Buying at a Book StoreBuying at a Book Store

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“You can’t know how much shoppers will buy until you’ve made the

shopping experience as comfortable and easy and practical as possible”

Quote

“You can’t know how much shoppers will buy until you’ve made the

shopping experience as comfortable and easy and practical as possible”

Quote

Customers can instruct sales clerks to dispatch the bought items of particular customers at the designated check-out desk

When the customer is done shopping, he/she can simply go to the counter, make the bill payments and leave with his/her luggage.

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A combination Coat Check-Package Call SystemA combination Coat Check-Package Call System

The souvenir shop at Disney had customers coming at 4:30 p.m. (just before leaving the park)

While for the whole day the store remained empty The established the ‘will-call’ desk so the buyers could

buy in the morning and collect their luggage in the evening

However, not many buyers remember to do so! Should the store deliver the goods to the buyers’

hotels?!!

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Avoiding the Rush Hour …Avoiding the Rush Hour …

A semi-private retreat for the customers of Bloomingdale ( a flagship store):

1) Attended restrooms 2) ATMs 3) A cafe 4) A concierge

Memberships could be sold to the hotels

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The Coat-Check-Will-Call DeskThe Coat-Check-Will-Call Desk

Customers need to touch, feel, see and try goods before purchasing them. But if their hands are full then none

of that will ever take place. That’s why, its better to have flat tabletop displays rather than displays apparel

on hangers if you haven’t provided any facilities to keep the hands free!

Cup holders on shopping carts help increase sales for the coffee shop and for the superstore alike!

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After Thoughts …After Thoughts …

Chap+3+&+4+(Why+We+Buy)

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