The sound — If a store plays music you like, your mind will produce positive associations, and these positive associations will produce greater likelihood of a sale.
The aroma — With the help of a new class of company, retailers are beginning to tap the subtle psychological power of scent. “At a Sony Style store, for instance, the subtle fragrance of vanilla and mandarin orange — designed exclusively for Sony — wafts down on shoppers, relaxing them and helping them believe that this is a very nice place to be.”
The entrance — Underhill discusses the importance of a well-designed entrance in Why We Buy: The Science of Shopping. An entrance is a trap. It lures people in. It’s also the spot stores are most likely to place high-volume, high-profit items.
The flow — Aisles and displays are crafted to make customers stop and look. The more someone looks, the more likely they are to buy. Toys ‘R’ Us directs customer flow from the moment one enters the store. Customers are drawn through an initial maze featuring seasonal and high-impulse items before being dumped into the main store, generally in front of high-profit goods.
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