Retail Psychology Flashcards
What is retail psychology?
The study of consumers and the factors that influence how consumers spend
List the techniques used to encourage consumer spending
8
Shop layout
Background music
In-store smells
Product placement
Shelf position
Pricing
Food samples
Loyalty schemes
Describe how shop layout encourages consumer spending
2
Shops are usually large, bright and warm so consumers will remain in the store for longer
Retailers often change the position of products on shelves so consumers have to search for items and may purchase other products while looking
Describe how background music encourages consumer spending
2
Soft music is played to relax consumers into wanting to browse for longer
Fast paced music is played at busier shopping times to encourage consumers to shop faster to avoid having large crowds in store
Describe how in store smells encourages consumer spending
Fresh smells such as baked bread, stimulate consumers taste buds encouraging them to buy more
Describe how product placement encourages consumer spending
5
Essential goods such as bread and milk are placed at the back of the store so consumers are forced to pass by other products making them tempted to purchase more items
Sweets and toiletries are often placed beside checkouts to encourage impulse buying
Products are placed by association e.g. wafers beside ice cream so consumers buying one product may see the other and buy it as well
Special offers are often placed at the end of the aisles to encourage impulse buying
Fresh fruit and vegetables are placed at the front of the store as they are colourful and eye-catching which encourages sales
Describe how shelf position encourages consumer spending
Products with the highest profit margin are often placed at eye level on shelves in order to increase sakes
Describe how pricing encourages consumer spending
Goods are often priced to make consumers feel they are getting better value for money e.g. 1.49 instead of 1.50
Describe how food samples encourage consumer spending
2
Consumers are more inclined to purchase food products if samples are available for them to taste in store
Demonstrations often include money-off vouchers making the products even more attractive
Describe how loyalty schemes encourage consumer spending
If consumers are part of a shop’s loyalty scheme and earn points each time thy purchase in a store it may lessen the chance of consumers shopping around as points they build up can be exchanged for money-off coupons
