Understanding the psychological underpinnings of shopping behaviors can help your company target potential customers more effectively. Experts in the field of marketing have conducted numerous studies involving the motivations and key values at play when consumers purchase items in the retail environment. These analysts have identified four basic factors that can affect the buying behaviors of consumers.
#1. General Environment
Consumers in attractive and well-lit retail environments typically are more apt to make impulse purchases. It is for this reason that a well-designed end cap display for stores can often boost sales to an impressive degree. In less attractive surroundings, however, these displays may not have the same impact. Tailoring your displays to the environments in which they will appear can help you maximize their impact in the diverse retail marketplace.
#2. Sensory Input
The scents, sounds and visual cues present in the retail environment can have a definite effect on the success of your marketing efforts. Considering the various locations in which your display units can be positioned inside retail outlets can help you ensure that your products benefit most from the ambient sensory experiences in these areas. For example, keeping your personal scent products at the far end of the aisle from fish and meat counters can often create a more positive environment for sales and profitability.
#3. Emotional Connections
One of the most important and least understood aspects of marketing is the emotional hook created by some advertising campaigns and in-store display units. The term retail therapy was coined specifically to describe the act of purchasing consumer items as a psychologically therapeutic activity. By treating themselves to items they might not otherwise purchase, some people may actually be able to reduce stress and improve their moods without pharmaceutical help. You can acquire your share of this consumer demographic by implementing a few simple principles into your marketing campaigns:
- Opting for packaging materials that look luxurious can position your product as a luxury item, making it more likely to appeal to consumers driven by emotions.
- Making your products more visible is also important in attracting these key demographics. Clever positioning of your end cap display can ensure that these individuals can spot your products when they are in the mood to buy.
- Providing comprehensive information about your products on your in-store display can reduce the necessity for interaction with sales clerks and may be more attractive for those feeding emotional needs by shopping.
Factoring emotion into your displays can help you achieve higher sales and greater profitability in the consumer marketplace.
#4. Social Pressure
For most consumers, the opinions of colleagues, friends and peers can have a significant effect on their purchasing decisions. Considering the likely target audience for your product and marketing to this demographic can help you achieve greater saturation among consumers. This, in turn, can result in a more positive public image and increased sales for your company.
By factoring in these four key influences and integrating them into your overall marketing and display plan, you can ensure that your company reaps the benefits of this important psychological research. The design experts at Creative Displays Now can help with cutting-edge marketing display units that spotlight your products in the consumer marketplace.