What Makes Us Want to Buy

A Crash Course on Creativity

Assignment #2Marie V.

Why go to a piano store?SHERMAN CLAY PIANOS Not everyone who goes into the store is actually shopping for a piano Speakers installed outside the store make people take notice

• When kids walking by figured out that they could hear the boy inside the store that they were watching through the plate glass window, they stopped to listen

• Some families actually let their kids come in…even if mom & dad were in a hurry Poster of Horowitz on the wall reminds us that the “pros” prefer

Steinways This store has a stage and large empty space to

accommodateperformances

I thought I wanted a dress?ANTHROPOLOGIE

THE DRESSES IN THE WINDOW PULLED ME INTO THE STORE THE ACCESSORIES AND DÉCOR SUGGEST A (FRENCH!) LIFESTYLE TABLES AND DISPLAYS MAKE IT SO EASY TO TOUCH FABRICS AND PICK UP

THE BOOKS NOW I KNOW WHERE TO GET FANCY MUGS & ZINC LETTERS (!)

Items are displays in groups or themes Many items would be “impulse” purchases

WHERE ARE THE SALE ITEMS?- I - the smallest space in the very back

I’m not sure if they’re open…Locally-owned pet store Closed door was not particularly inviting, even

though the window display was interesting Empty store…and no one to greet me as I walk in Merchandise – dog collars were around $50! -

was not displayed in an appealing manner

I’m not from here – where can I get a quick sandwich….

Arlequin Café Door is open – it’s OK to walk right in lots of people inside and outside compared to the surrounding

restaurants – it must be good Menu on chalkboard – it must be quick

Location, Location…San Francisco Symphony Store Located right at an entrance/exit Customers are probably browsing – they are

here to attend the Symphony• The Symphony knows its audience

oMany items geared towards young childrenoHigh possibility that shoppers are

grandparents

Commonalities I discovered

Being greeted near the entry by someone who seems like they LOVE their store’s products actually makes me feel good about being in the store

Sale transactions are always at or near the back of the store

Stores that provide comfy places for shopper’s companions to sit have shoppers that linger longer

Store layouts force customers to walk in a certain direction and touch and see items not on their list

What else didn’t I notice before? Most people do react positively to music – especially the

young

Well-placed signs make first-timers feel welcome and really do work for crowd control

Tables – not shelves along walls - invite customers to touch and feel items that probably weren’t on their original

shopping lists

Many retail stores (Gap, Victoria Secret,Starbucks) have credit or affinity cards andsalespersons often bring them up

The environment affects the perceived value of an item

What else defines a successful store?

When it’s OK to stop by and linger without feeling pressured to buy • You can test the merchandise (online retailers, e.g. Piperlime, are

now opening “brick & mortar” stores) • Or you can do your homework without anyone

bothering you or your computer

Chances are that youwill come back again,and again….and probablywill buy something andor bring someone else who will…..

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