LiiketilamainontaMarkkinointitelakka 16.4.2014

Liiketilamainonta

Kari Oksanen, www.ertuki.fi

Liiketilamainonta

Our senses bypass our conscious mind. So, we smell something like baby powder, we feel all warm toward babies, we just happen to be in the baby department, and we spend a little more money. Or we smell coconut and we suddenly get beach fever.

Kari Oksanen, www.ertuki.fi

Liiketilamainonta

I think music is more of the ability to create a feeling. So, what stores are trying to do with music is tap into emotion. My favorite example is: imagine watching a movie without any music, and it just wouldn't work—once in a while I'll be watching something with the sound off and I'll think "that looks so cheesy." Music is emotionally evocative and that's what retailers want to do. They want you to get you feeling things and not thinking things.

Kari Oksanen, www.ertuki.fi

Liiketilamainonta

Of course, it goes further than that in some cases. One study from the European Journal of Scientific Research suggests that music at a loud volume gets people to move through the store quicker, whereas slower and quieter music makes them stay longer. Slow tempo pop music might make you spend more on impulse purchases, and the effect of tempo and key might affect mood enough to alter shopping choices as well.While music can influence you in all types of ways, the main purpose of using it in a retail store depends on what the retailer wants you to do. Sometimes they want you to move through a place quickly (like a fast food restaurant), while other times they want you to linger. The side effect of that is that you might end up spending more money if a tune happens to you hit you in the right spot.

Kari Oksanen, www.ertuki.fi

Liiketilamainonta

Our senses bypass our conscious mind. So, we smell something like baby powder, we feel all warm toward babies, we just happen to be in the baby department, and we spend a little more money. Or we smell coconut and we suddenly get beach fever.

Kari Oksanen, www.ertuki.fi

Liiketilamainonta

Popcorn is saltier when eaten out of blue bowls as opposed to red, heavier cutlery generally means better flavour, and desserts taste sweeter on white plates than they do on black ones, which is another example of sensation transference.

Kari Oksanen, www.ertuki.fi

Liiketilamainonta

Seventy-five percent of the emotions we generate on a daily basis are affected by smell. Next to sight, it is the most important sense we have.

Kari Oksanen, www.ertuki.fi

Liiketilamainonta

The idea here is very similar to how stores are set up to manipulate your sight. They want to create an lifestyle, and by providing subtle, ambient scents, they can evoke feelings that match that lifestyle. When it's done right, you'll hardly notice it, but you might just spend more.

Kari Oksanen, www.ertuki.fi

Liiketilamainonta

Touch: Many stores will have product samples out so that you can touch and play with the item. They know by letting you do this, you are much more likely to purchase the item.[Environmental psychologist] Paco Underhill talked about stores that create roadblocks so that when you walk in you're forced to stop. He suggested that when you touch something, you're more likely to buy it. It turns out that we now know he was right.

Kari Oksanen, www.ertuki.fi

Liiketilamainonta

Shelf placement is really interesting and it's a newer concept. People really tend to gravitate to the center of displays. We seem to have this sort of homing instinct and there's research that shows people are more likely to buy something that's in the center of a display.

Kari Oksanen, www.ertuki.fi

Liiketilamainonta

Traditionally, "eye-level shelving" is best, followed by "waist-level" , "knew-level" and ankle-level" . It is near impossible to locate all the items at eye-level and store experience have proved that consumer responses to shelf locations depend upon such other factors as the product package size, whether or not its being advertised, its need for visibility and intended market segment.

Kari Oksanen, www.ertuki.fi

Liiketilamainonta

Kari Oksanen, www.ertuki.fi

Liiketilamainonta

1. Tilankäyttö2. Musiikki3. Värit4. Tuoksut5. Lämpötila

Kari Oksanen, www.ertuki.fi