Why We Buy…The Science Of Shopping
By Damien Parker | January 13, 2015
That’s the title of a great little book by Paco Underhill and it’s a must read if you sell to consumers. You’ve just got to listen to Paco because he and his company (hundreds of staff) have spent a lifetime watching and monitoring the shopping habits of consumers…he’s probably that odd-ball character you suspect is following you in the shopping mall!
Anyhow the depth of the habits he has studied and the “stats” he has amassed are amazing.
Example: When a man takes a pair of jeans into the change room, there’s a 65% chance of a sale (only a 25% chance of a sale for females).
And to those who say that 100% of shoppers are price conscious. Bulldust. Paco’s studies indicate that 86% of women look at price tags when they shop compared to only 72% of men.
When shopping, did you know that people slow down when they see reflective surfaces and they speed up when they see banks? That’s because people believe bank windows to be boring…and we slow down when we see reflective surfaces so that we can have a good look at you know whom!
Hey retailers, want to increase sales? Paco will give you the answer in one word. Seating. A chair says, “We Care”. You see, when women shop, men wait and when men (or women) wait they prefer to sit. Yeah, being a male and one who doesn’t do good “shop”, I can relate to this big time.
And now I know why my wife wants to axe me from any of her shopping excursions. I’m a massive hindrance to her shopping! Paco’s figures say so. Check this:
Average shopping time spent in a homeware chain:
Woman shopping with a female companion: 8 mins 15 secs
Woman alone: 5 mins 2 secs
Woman with man: 4 mins 41 secs
These are important stats because everyone knows that the longer consumers shop the more they spend.
But retailers take note: You’re going to have to be good to me and start catering for the male shopper, because the social roles are changing. Men are becoming better, more caring, more sensitive shoppers (apparently).
Paco has got me and the rest of the male shoppers pretty well sussed.
We hate to ask for directions (so serve us up plenty of written material)
We move through the store faster and spend less time looking.
When shopping with a female, we prefer to pay (a macho “I’m in control” thing).
Here’s a Paco point that might have escaped many of the retailing textbooks.
There is a direct connection between reading (of product labels etc) and buying. Reading takes time and space. Space being very important for females, because as Paco has observed, women can’t stand been jostled from behind. They’ll immediately abandon the buying intention if it happens. Take note all ye with narrow aisles and cluttered stores.
Another example: A moving digital menu board panel was read by 48 percent of customers, compared to 17 percent for a non-moving version of the same menu board.
What’s the best sign that Paco has ever seen…almost guaranteed to get 100 percent exposure? A mirror on the wall of a lift below which are the words…”You look famished” and under that a brief description of the restaurant menu.
My summary of this book: It’s chok-full of interesting statistics and buying/non-buying information. And it’s yet more proof that minor alterations can bring about major sales improvements.
What’s your best shopping scenario story which you believe business operators should be aware?
Here’s to more sales, profits and cash from your business,
Damien Parker
Business Improvement Specialist
www.salesprofitscash.com
Follow my Tweets: @salesprofitcash
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