Shopping does not mean the same thing for everyone. It may be an opportunity to get out of the house, be entertained, grow, get into a loved one’s good graces; it can serve as retail therapy, a reward, a pastime, etc.
Buying behaviour varies depending on the individuals, their age age, culture, and what they’re in the mood for. The biggest difference, though, is to be found between men and women.
THE BUYING PROCESS DIFFERS FROM ONE SEX TO THE OTHER
Everyone knows that men generally don’t like to shop as much as women. This results in everything—from packaging to advertising and merchandising, including harmonizing store décor and cabinetry—is designed for women. They are more demanding with respect to retail surroundings. Men, for their part, simply want to find what they came in for as easily as possible, then get out. They often derive less pleasure than women in this type of activity.
Men and women do not gather information in the same way. For example, in a cellular phone store, men enter, read the information panels on the wall, look at the telephones, take the brochures made available to customers, then leave the store without ever speaking to a salesperson, only to come back a few days later to buy a phone.
Women will also look at the telephones, but don’t hesitate to consult a salesperson, preferring to get answers to their questions from a person rather than from a brochure.
TIME IS MONEY. .
Women are generally more patient, more inquisitive and totally at ease in a space that gradually opens up to them. Accordingly, they need environments where they can spend a certain amount of time and move around comfortably at their own pace.
In fact, the average amount of time spent by customers in a store is the factor with the greatest influence on the amount spent, so they need to be helped to stay as long as possible.
In a clothing store, for example, trying on the garments should be encouraged, because it is an important part of the decision-making process. Ultimately, 65% of men who try something on buy it, vs 25% of women who can reject, for whatever reason, clothes that fit. Fitting booths should therefore be closer to the men’s department than the women’s, if they are joint, and clearly indicate the location of the men’s fitting rooms, if they are separate.
CUSTOMERS LIKE. .
Before buying, customers need a few stimuli.
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DISCOVERING
Customers need to be seduced, and attracted to the department by giving them a peek at what lies ahead. Nothing is as satisfying as finding an item that you’ve been looking for for a long time!
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TOUCHING
Shopping is a rare occasion for direct contact with the material world. Practically all purchases result from what customers have touched, smelled or tasted.
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LOOKING AT THEMSELVES IN THE MIRROR
Mirrors have a beneficial effect on merchandise lucky enough to be placed opposite. They are therefore important sales tools, despite the fact that stores never have enough of them and their placement is often haphazard.
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TALKING
Businesses that attract many couples, friends or groups generally do very well for themselves. If an atmosphere conductive to the discussion of a product is created, the merchandise sells itself.
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BEING RECOGNIZED
Who doesn’t appreciate being recognized by the salesperson in a store that one has previously visited? Smaller stores can build customer loyalty if customers feel that they are not just a number and are truly appreciated.
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GETTING GOOD DEALS
Rare are those people who turn down a good deal, even if only psychological. Don’t hesitate to put together unusual assortments or promotions. These will naturally attract customers into your store.
*Discover other great tips in Why We Buy: The Science Of Shopping, by Paco Underhill, urban geographer and retail anthropologist.