The Science Of Shopping
Have you ever been so absorbed in a book that you just couldn't
put it down? And have you ever kept interrupting your partner
saying "Listen to this" and read out aloud yet another extract
(till they leave the room or the bed and go elsewhere for some
peace)?
Well I'm guilty of that and it's not the latest John Grisham
thriller or a fact more exciting than fiction Jeffrey Archer
story. It's 'Why We Buy. The Science Of Shopping' by Paco
Underhill founder of retail research company Envirosell. A man
until recently unknown to me but not to McDonald's, Starbucks,
Estee Lauder, Wal-Mart and Blockbuster Video to name just a few.
I can't believe that I was foolish enough to let this book sit
on my bookshelf for over three months before I picked it up. It
is so good. So enlightening. So filled with facts and actual
results from studies conducted in almost every type of retail
store or related service business you can think of. Some of
these businesses must have paid tens of thousands of dollars for
this research. Probably more, and here I am in possession of all
the facts and inferences for under $50.
My copy is now so covered in highlighter pen marks that it looks
more like a child's colouring in book. But let me peer through
the rainbow of colours and give you a taste of what I mean.
Time In Store
"The amount of time a shopper spends in a store (excluding
waiting in line) is perhaps the single most important factor in
determining how much they will buy. In an electronics store we
studied, non-buyers spent 5 minutes 6 seconds in the store
compared to 9 minutes 29 seconds for buyers. In a toy store
buyers spent over 17 minutes compared to 10 minutes for
non-buyers....The majority of advice we give to retailers
involves ways of getting shoppers to shop longer. But you've got
to know how long people spend shopping your store or your
product before you can increase it."
Interception Rate
"The interception rate means the percentage of customers who
have some contact with an employee....All our research shows
this direct relationship: The more shopper employee contact that
takes place, the greater the average sale."
Dressing Rooms
"When a man takes clothing into a dressing room, the only thing
that stops him from buying is if it doesn't fit. Women, on the
other hand, try things on as only part of the consideration
process, and garments that fit just fine may still be rejected
on other grounds. In one study, we found that 65% of male
shoppers who tried something on bought it, as opposed to 25% of
female shoppers."
Price Tags
"Eighty six per cent of women look at price tags when they are
shopping. Only 72% of men do. For a man, ignoring a price tag is
almost a measure of his virility. As a result, men are far more
easily upgraded than are women shoppers" What Women Want Forget
Mel Gibson, according to Paco Underhill, for many women there
are psychological and emotional aspects to shopping that are
just plain absent in most men. The searching, examining,
questioning and acquiring the best of what they see.
"At that exalted level shopping is a transforming experience, a
method of becoming a newer, perhaps slightly improved person.
The products you buy turn you into that other, idealized version
of yourself: That dress makes you beautiful, this lipstick makes
you more kissable, that lamp turns your house into an elegant
showpiece"
Men And Shopping
"Men always move faster than women through a store's aisles. Men
spend less time looking. In many settings it's hard to get them
to look at anything they hadn't intended to buy. They usually
don't like asking where things are (they shop like they drive).
If a man can't find what he is looking for, he'll wheel around
about once or twice, then give up and leave the store without
asking for help." With this one fact alone, just think of how
often men spin around and walk out of that largely female
domain, the pharmacy. The implications are enormous.
Reading Information
While on the subject of pharmacies, here is a final example for
you with relevance to all forms of retail.
"We've studied many drugstore (pharmacy) health and beauty
departments and the result is always the same - women like to
study products before they buy, especially if the product is new
on the market. In one study, we saw that 91% of all buyers read
the front of package, 42% read the back and 8% read the sides.
Sixty three per cent of women who bought something read at least
one product package. Reading takes time and time requires
space....but if women don't feel comfortable, they won't pause
for two seconds....Retailers should walk every foot of selling
space asking this question: Can I stand here and shop without
being jostled from behind ( or feeling I'm in someone's way)?"
Get into your store and have a look and please buy and act on
the book. It's invaluable.