Heard you’ve been busy at work lately.
Business is blooming. I don’t even have time to eat.
If you can call, you can cook.
Wow! No busy parking lots or checkout lines. The time is yours again!
Ringo. The time is yours, again.
RES ED F
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116 / THE MONSEY VIEW / November 15, 2017 www.themonseyview.com / 845.600.8484
children — thereby upping the kvetch factor and, ultimately, the buying one as well. You’ll often find the right side of the aisle houses popular items, due to the fact that most shoppers travel through the store in the direction of traffic, causing them to be more likely to reach to the right than cross over to the left. And don’t forget about endcaps, those shelves located at the very end of the aisle. That’s prime realty, and vendors often pay top dollar to be featured there. These endcaps frequently carry a limited amount of merchandise, thereby automatically increasing the chances of being chosen. And after all, who doesn’t stop to scan the endcaps before turning into the next aisle? Perhaps, though, the area in which psychology is felt most is near the cash registers. There, while waiting in line, you’ll find a world of candy, batteries, reading material and other small-priced items strategically placed for impulse buying. And impulse buys add up to a lot! Research suggests that nearly 62% of purchases are impulse buys. But don’t worry; it’s not just at the checkout counter where they’ll catch you with impulse purchases… THE GRUEN TRANSFER If you’ve ever been in Ikea, you know the Gruen Transfer well, though you may not recognize it by name. Coined “the Gruen Transfer” after Jewish designer Victor Gruen, this phenomenon refers to the moment that a shopper loses focuses of his original task due to distraction caused by tempting displays that overwhelm the senses and cause us to invest extra time into exploring our surroundings. Gruen, the father of the modern-day shopping center, firmly believed that good design entices shoppers to slow down, and slowing down equals good profits! Studies show that after roughly 40 minutes into a shopping trip, barriers begin to drop, leading rationally selective shoppers to begin purchasing items based solely upon emotion and impulse. It is for this reason that stores like Ikea (or even your local supermarket!) place entrance and exit doors as far from each other as possible, requiring you to spend extra time puttering around before finally reaching the end of the store. Likewise, stores invest time and money into making your experience as pleasant as possible in order to widely open your heart — and your wallet, by default. Here are some ways they do that: SOUND CONTROL There’s nothing that turns a shopper off quite like industrial sounds such as cooling or heating units at work, employees clanging cans onto a shelf, or the perpetual beep-beep of the checkout lanes. Such sounds make a shopper want to turn tail and run right out of the store. To this end, sound technologists work with store owners to find
Published on Nov 14, 2017