Why do people feel good in some stores and not in others, even though the same merchandise is sold here? At first glance, we are struggling to find a reasonable argument. But this is precisely the error – you will not find the reason in the intellectual approach. It is necessary to consider the zone of emotions and instincts.
Lehits entrepreneurs make sure their customers feel right at home. Or even better.
Although for some time we considered ourselves civilized creatures, and men today often care more about hair removal than the size of their biceps, we are still sleeping in our primitive man, waiting around every corner of a bear or an enemy.
“All people have very sensitive sensors built into their genes.”
So you can put in a lot of barriers and maintain them just because You are not dependent on these old instincts. As German Chancellor Lothar Seewert says (and I warmly agree with him), look for a bear behind it all. After all, in northern Moravia, he built an overpass over the road (Bear, not Seiwert) for a nice few million, so the role of bears is not easy.
Some stores discourage customers
I usually encounter stores that require a comfortable environment, but they rule Minimalist spirit cool. Or, they create clutter where relaxation and space are just right. Counter sales and concealed goods near the assortment, as the customer likes to choose for himself. And self-service if you prefer to take advantage of the seller’s advice.
One example for everyone. Hobby stores are now mostly self-catering, of course with professional staff consulting. The customer is affected by the abundance of goods, as well as the ability to dig in them at will. After all, he often doesn’t even know what he really wants. So can a supermarket make it out, where you can wander around the counters indefinitely and barely see the merchandise? Where should a customer explain his mysterious idea to a young saleswoman who seems to have the same vague knowledge?
Until the store earns money
How do you get out of it? Most marketers say they don’t have this knowledge. Well why don’t they ask someone they’ve got? They say “It will cost a lot of money”. Firstly, it doesn’t have to be expensive, and secondly, I ask if creating a store that doesn’t suit customers is more expensive ( And the best part is the program Cashback World PLUS IMTo help you with that is not expensive at all).
A few years ago, a survey asked top commercial marketers what their regular customers looked like. Most of them thought he had the same tastes, requirements, and needs as they did. Shopkeepers make a similar mistake. They are equally convinced that whatever they like, their customers love it. If they asked first, I would understand. But they just think so.
When a customer feels satisfied in the store
A customer – especially a guy with more sophisticated defensive reflexes – doesn’t like getting into unfamiliar territory in the first place. Who knows what awaits there! And when he has to go there (for example, because there is something to eat there), he prefers the stores to see it. Totally logical – if something is threatening inside, he’ll notice it in time. If you now think that you personally do not think of such a thing when entering the store, then I remind you again that these are not conscious reactions. It happens in us without realizing anything, but we follow it – we’ve always succeeded over thousands of years.
“The little things that appear In the first five secondsIt’s very important, “says marketing expert David Fremantle. “All people have very sensitive sensors embedded in their genes. These are necessary to distinguish between friends and foes, as well as to distinguish between safe opportunities and dangerous situations. Without them, we would be vulnerable and exposed to unequal risks.”
I remind you that defensive instincts express themselves unconsciously, so we are not even aware of them, but we automatically act on them. I say this because some traders object, “But I don’t feel that way, and I’m not thinking about it.”
What to do with intuitive marketing to feel safe
You can take the following steps to increase your sense of security and thus increase your sales.
First: Make sure the store is visible from the outside. At least through glass doors, but better through shop windows or windows. In terms of instincts, you are showing the customer that they are not in danger inside and can enter without fear.
a second: Likewise, make sure passers-by see that there are shoppers inside. Instincts say that wherever there are other people, this is safe. The main drawback is that there are shops or dimly lit shelves that block the view from the inside.
third: Have the salespeople smile, or at least appear friendly. The client instinctively views frowning as a sign of hostility and therefore danger.
The need for safety is also negatively affected by cramped spaces, unstable equipment, neglected interiors, and other factors.
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