How to give your customer goosebumps?
The structure of the buyer’s limbic system
Initially, in order to make decisions about the layout of the floor plan, it is necessary to understand how the main buyer traffic moves through the shop. Greenshelf's GreenShelf service allows you to set the order in which customers walk around the store, both in overall terms and within the shopping areas:
Initially, in order to make decisions about the layout of the floor plan, it is necessary to understand how the main buyer traffic moves through the shop. Greenshelf's GreenShelf service allows you to set the order in which customers walk around the store, both in overall terms and within the shopping areas:
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People don't buy for logical reasons. They buy for emotional reasons
Understanding customer psychology is key to increasing sales.
This will not only require you to get inside another person's head, but also to correctly communicate the information obtained for use in marketing. Hence, the accuracy of terminology becomes crucial to a clear insight. Let's define who is a customer?
A customer is someone who has paid money at the till for purchased goods.
This will not only require you to get inside another person's head, but also to correctly communicate the information obtained for use in marketing. Hence, the accuracy of terminology becomes crucial to a clear insight. Let's define who is a customer?
A customer is someone who has paid money at the till for purchased goods.
Segmenting target audience using Hunt's ladder
A marketer can only be interested in this person for repeat sales and also as a brand advocate to create word of mouth effect. But there is no way of influencing the customer - after all, we have already established that the customer is someone who has already paid and is leaving the shop. Thus, the subject of this article will not be the customers, and visitors to the shop that could potentially become customers (or not). So in order to convert visitors into buyers, we need to understand their psychology.
Everyone is different and it is impossible to model a single psychological portrait of a shopper. In order to model correctly, visitors should be segmented according to a number of qualities: financial capacity, their purpose for visiting the shop, gender and age differentiation, and so on. Here, we will also add target audience segmentation using Hunt's ladder. Hunt's ladder is a customer journey divided into the following steps: indifference, awareness, comparison, selection, purchase.
A marketer can only be interested in this person for repeat sales and also as a brand advocate to create word of mouth effect. But there is no way of influencing the customer - after all, we have already established that the customer is someone who has already paid and is leaving the shop. Thus, the subject of this article will not be the customers, and visitors to the shop that could potentially become customers (or not). So in order to convert visitors into buyers, we need to understand their psychology.
Everyone is different and it is impossible to model a single psychological portrait of a shopper. In order to model correctly, visitors should be segmented according to a number of qualities: financial capacity, their purpose for visiting the shop, gender and age differentiation, and so on. Here, we will also add target audience segmentation using Hunt's ladder. Hunt's ladder is a customer journey divided into the following steps: indifference, awareness, comparison, selection, purchase.
The first stage of Hunt's ladder is indifference
In our case, these are shop visitors who have come to the shop with no intention of buying anything. Let's call them segment 1. Who are these people?
- 1In the northern regions, people may walk into shops just to get warm
- 2Pick-up artists use large shopping centres as a place for meeting people
- 3Accompanying persons who, for whatever reason, accompany the «main visitor»
The second stage of Hunt's ladder is awareness
These visitors have some kind of "pain" and are looking for ways to eliminate it. Let's call them segment 2.
Those in the third stage (segment 3) - comparison
- are already qualified shop visitors who know what they need and have come to make a selection.
In the second-to-last stage (segment 4), the visitor makes his or her final choice.
Finally, the buying stage turns the shop visitor into a customer (segment 5).
The task of trade marketers, merchandisers and shop attendants is to move shop visitors from the current stage of Hunt's ladder to the next and thereby gradually lead each visitor to purchase. The purchase may not take place on this visit - sometimes visitors may come to the shop several times before becoming a customer. This is especially true of durable goods.
To effectively convert visitors into buyers for different segments of the target audience, different marketing interventions are required. What does this impact look like?
To effectively convert visitors into buyers for different segments of the target audience, different marketing interventions are required. What does this impact look like?
- Visitors from segment 1 can immediately be moved to segment 5 if they are offered something they may need at the moment: a hot drink machine, a barbershop, a press or children's products.
- Segment 2 visitors require consultants to find out their 'pain points' and recommend a solution.
- Segment 3 visitors are choosing something. Your shop may not be the first or last one they visit before they make a purchase. To convert visitors from segment 3 to customers, install wi-fi radar in the sales floor. This device collects the mac addresses of all mobile devices within a radius of 70 metres. Based on the database of collected mac addresses run "catch-up" advertising, which will help make the final choice in favour of your shop.
- Visitors from segment 4 only need a little marketing influence to encourage them to buy. This requires a planogram, which the trade marketer will choose and mark the information about the last day of the promotion or the possibility of buying on credit.
- With regards to segment 5, the main marketing objectives are repeat and regular purchases and the word-of-mouth effect. In addition to the loyalty card and the aforementioned catch-up advertising, both objectives can be achieved with first-class service. First-class service is achieved by exceeding customer expectations.
The other segments mentioned at the beginning of the article - the stratification by financial means, gender and age - also have their own distinctive features.
Visitors with a lot of money pay attention to the quality of the goods first and may not look at the price tag at all. In contrast, visitors with low incomes first focus on the price tag. Psychologists also argue that women and children are more likely to shop spontaneously, while men are more likely to buy according to a list.
Visitors with a lot of money pay attention to the quality of the goods first and may not look at the price tag at all. In contrast, visitors with low incomes first focus on the price tag. Psychologists also argue that women and children are more likely to shop spontaneously, while men are more likely to buy according to a list.
Accelerating the transition of an indifferent visitor status to a customer status.
But despite the differences in the needs of shoppers from each segment, all people "like with their eyes", so to accelerate the transition from indifferent visitor to customer, your shop should have a pleasant atmosphere, cleanliness, a comfortable distance between shelves, and a shelf display that makes you want to buy not only the product itself, but also its accompanying products.
If the first two points are solved by selecting a responsible manager, then in the latter, the best helper is a virtual shop floor layout and planogram editor.