How often do you think you are being suggested to buy certain products
or to go to a certain store to buy your food? Do you think Whole
Foods for example has a more organic food than Sprouts or Ralph’s?
Or do you think Target has a better quality product than Sears?
You would be surprised that the difference is simply being presented
to you by marketers through design. Each of these companies came
up with their own selling proposition and created a suggestive selling
environment inside of their stores. The good news is that now you
could also represent your own business in a way that yoru ideal
client would get attracted to. And your interior designer can help
you figure out the ways specific to your business.
his article Martin takes us on a tour of Whole Foods: “As
you descend the escalator you enter the realm of a freshly
cut flowers. These are what advertisers
call "symbolics" — unconscious suggestions. In this
case, letting us know that what's before us is bursting with freshness.”
Flowers are the most perishable objects on earth which is why in
our minds they associate with freshness. Placing them at the front
of a store will automatically give you the impression of the quality
of food. Imagine the same store having plastic flowers or cans of
Spam right in front! Different impression!
years supermarkets have been sprinkling vegetables with mists
of water and it looks very attractive. Did you know that this
trend started in Denmark and does nothing good to the vegetables?
Apparently, another symbolic is in place, those sprinkled drops
give us a perception of freshness and purity as well. But sad
enough that same mist of water makes the vegetables rot more quickly
than they would otherwise? It’s really all about perception
versus reality in retail stores.
famous retail researcher Paco Underhill, shares his findings:
"retail shopping studies have found that most people turn
right when they enter a store. That's because the majority of
the population is right-handed and right-oriented." This
is why some stores highlight new and more expensive items to the
right of the entrance. You may also notice that the music is louder
and the displays are brighter to attract you where you will look
and turn first.
almost all larger retails stores, the clearance racks are placed
in the back on purpose — so you'll be tempted by everything
else more expensive in your path. “You have to pass all
the new trends and displays, all the sales and promotions. Retailers
are betting that your hands may be full by the time you reach
that clearance area, so you will not be able to stay there and
search for the better deals,” says Underhill.
time designing your retail store or your new restaurant, ask your
designer about a suggestive selling strategy for your particular
business. Suggestive selling will raise your sales significantly,
if you know how to implement it correctly.