The competition should not be imitated, nor the great competition at all, if you are not like them. But inspiration is another thing. You can also get this in this series. Last week I went shopping at a renovated Penny Market. I was drawn to the new concept of sales territory, which, according to reports published on the Internet, is supposed to resemble a market, and management relies on the great imagination of customers. That’s why I didn’t even research the interior components. I focused more on the feelings.
Lehits entrepreneurs love inspiration, so they look for it wherever they can. Even in competition. But then he turns it into his own procedures.
Overall, the look is favorable and the shopper does not feel at all in the market, but it definitely has to do with progression. But there is one more thing.
Balanced rows of shelves replaced winding alleys and corners. It would seem that this is a step back in today’s rational times. After all, factories for sale make purchasing easier and faster for a customer, so why complicate the road to goods? Precisely because in an effort to rationalize sales and shopping, we have long used something like Taylor’s Rules to manage scientific work in stores. According to them, there is only one better way to do something. So all trades should be basically the same.
“The shops have become indoor cars where we do not stop but rather shop while driving. They do not serve either side.”
But there is another finding that is being talked about more and more. People (not just when shopping) neither act nor make rational decisions. It is not possible to plan and calculate from the equations how they would react. Emotions come first and they are important first and foremost. When it comes to shopping, simple shelving lines make it easier and faster, but it lacks any emotional experience. But our body needs it just as much as vitamins. If he doesn’t get it, he will look for a store where they can meet him. ( More on this topic in the article Retail Trade: An Upcoming Revolution).
Customer retention also suits the merchant, because the longer they move around in the store, the more likely they will buy than they originally wanted. It is only necessary to distinguish the intentional difficult trend, which annoys the buyer instead, and to create an environment in which he can view and touch the goods without disturbing.
Let’s stop customers, as Penny Market does
Some time ago, in the supermarket, she jumped over a customer who was driving a trolley around the shelf, her eyes fixed on the goods, and took everything that stood in her way like a tank. Including a step with the saleswoman, and extend to the upper shelves.
Shops became additional carsWhere we do not stop but rather shop while driving. Neither side will be served. Merchants sell less, customers lose their shopping experience and then go elsewhere to add. For example, to the shopping center, where the watch wanders around without buying anything, it only absorbs the colors, lights and the general atmosphere that affects the feelings.
Thus, dividing the sales area and creating closed corners and spaces is definitely not a mistake. It’s hard to believe that the multinational Rewe Corporation, to which Penny Market belongs, would not have obtained the information from experts to make such a decision. For several years, it has been said that supermarkets look like white to white and thus find it difficult to maintain customer loyalty. As can be seen in Lidla and now also at Penny Market, they are starting to take steps to differentiate themselves. And since the classic design of the store offers no other options, they go about it through emotions and the shopping experience ( Similar to the above IKEA).
This is the principle that we will be using for intuitive marketing
What can a traditional trader take from this? Not everyone will have the resources to redesign the store right away, or else they won’t have the space to do so. But it is not about furniture, the principle is important: Provide customers with passion In the form of a shopping experience. This can be accomplished in various ways. For example, a different arrangement of goods (why do some people like to dig into used piles so much?), A different approach to the sellers (in France, all customers on the waiting list get involved in conversations with the operators, so they don’t do that. Mind waits for some time) Can magic be Is it strong and affects feelings with light?).
I would also say that the change at Penny Markets is definitely a result of the demands of the so-called millennials, that is, the younger generation. We know they are strongly connected to life on the Internet and digital technologies. But recent research has surprisingly found that they prefer to shop in traditional stores. why? Because they don’t find much emotion in e-stores and it’s not a great experience either. When you look at tips on how to make your online store more efficient, it often talks about making the buying process easier and faster in a few clicks and in a few minutes. This is exactly what stores like Penny Market fall back on. It is clear that not all technologies are against ours Subconscious need Get a dose of passion. Wherever they offer, customers will go. They cannot help themselves.
Watch out for tinsel
But I would also like to warn you against offering a shopping experience in the form of the slogan “Enjoy, have fun, enjoy until death.” These are not cheap effects, flashing lights, tinsel for dropped ads. For example, someone believes that if they place an ad screen in a store, their sales will rise immediately. But it really depends a lot on what it’s being run on. In one company, we exchanged a standard ad for useful information and increased sales by 20%. So what matters is the crux of the approach. If you only want an offer to “trick” customers, it won’t work. A high-quality sales experience is based on the need to give customers more, not more sales. But if you keep thinking about it according to the principles of intuitive marketing, you will earn money.
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