I recently finished reading Why We Buy: The Science Of Shopping
There are some books that are great to own, and there are others that are good to get on loan from the library. While there is interesting and useful information in Why We Buy, I’d say this book is a good book to borrow, and not necessarily a book you must have in your own library.
Here are a few quick tidbits that are described in more detail in the book:
What do shoppers love?
Touch
Mirrors
Discovery
Talking (stores that attract groups do well)
Recognition (being known and remembered by staff)
Bargains
What do shoppers hate?
Too many mirrors
Lines
Having to Ask Dumb Questions
Goods out of Stock
Obscure Price Tags
Poor Service
Among the interesting research findings presented in the book that you might apply to your craft displays are the following:
People slow down when they see a reflective surface.
People naturally reach right, so a good way to introduce a new product is to place it to the right of an established item.
If shoppers perceive an interesting item at the back of your store when they are standing at the front of your store (or booth) they will make their way back to the interesting item. Don’t make the back wall a “dead zone”; getting shoppers off the aisles and into your booth should be a big goal in your craft booth design.
Shoppers want to experience merchandise before they buy. Let them try and touch as much as possible. Money lost to damaged product that has been sampled or handled will be minimal compared with increased sales you’ll make as a result of letting customers experience your products.
It’s easier to sell up when products can be sampled. If a customer can feel the difference between your luxury body lotion and your basic body lotion, they can compare on factors other than price, and you’ll sell more of the luxury lotion.
