Why shoppers buy: The new era of the retail business Bible

The book "Why Customers Buy: The new era of the retail business Bible" by [the United States] Park Andechy.

After reading this book, I pay tribute to Underhill, author of "Shopping Science" or "retail science". Although the system of the book is not strictly logical and not rigorous, flaws does not prevent it from becoming a classic.

Because it is not only born of sufficient data survey, the author's own rich experience, but also born in a long time field observation, and a lot of behavioral observation. In addition to him, I have not yet found any author willing to spend years squatting in the supermarket, full of curiosity, like a scientist to study human important behavior-"shopping".

In the process of reading there are a lot of important details, but also stimulated my curiosity, recorded here, with interested friends to share. (Note: This book focuses on the issue of conversion rates.) In other words, it does not discuss how to pull more customers into the store, but instead focuses on how to make it more satisfying for customers who enter the store. ）

The first part: the main emphasis on two principles:

1. The longer shoppers spend in a store, the more likely they are to buy, and the amount of time a shopper spends in a store depends on whether the shopping experience is comfortable or not. (This time does not include a simple wait time; If the user waits more than 2 minutes, it starts to appear irritable)

2. Conversion rate: That is, the ratio of the number of shoppers who actually purchased the goods to the total number of shoppers entering the store. A good retail chain, the conversion rate is only 48% (different commodity conversion rate is different), now said E-commerce sites are smaller, only 2%. The importance of the conversion rate is that you pay a high cost (ad market rent) for customers to enter the store, but let him leave empty-handed.

Factors affecting the conversion rate are generally the quality and price of goods, the service of employees, and the environment and display of the store. For example, the more a shopper contacts a salesperson, the greater the average sales volume.

Part II: Mainly observe the shopper's walking route and trend in the shop

1. The shopper needs a buffer zone. In other words, it takes a clear signal that he has walked into a different area from the outside world, the smell, temperature, rhythm, sound, and color of the area are different from the outside in a hurry or dark and humid place; there is a buffer belt in which he can slow down and notice more information and products. Otherwise, the result is that he hurried into the store, the door a lot of products and services are completely ignored information.

2, people only have to make a shot to more comfortable shopping. So, shopping baskets are very important. The simple and convenient management of many products is necessary, whether online or offline. The shopping basket is best not to put in the doorway, but to place in the customer needs, or (for the line) the customary position.

3. Where should the billboard be placed? Of course, advertising should be eye-catching first, must attract the attention of the user, smart advertising placement should be as far as possible interrupt (or just flush) the sight of shoppers, blocking their eyes. Like the ads on the McDonald's checkout counter. In addition, placing ads in places where users are most idle is very effective. (for example, elevator ads.) Although this is not pleasant for shoppers)

4. How people move: a good store is the store that can display the most goods in front of the most shoppers for the longest time. Can always let the consumer involuntarily to the shop in various places.

People go to the shops, always to the right, especially driving on the right side of the country. As a result, the space on the right side of the front door of the store is a prime location; The most popular brand is in the center, and the product on the right is a very easy to sell product.

Part Three: The characteristic behavior of the shopper

1, men than women pay more attention to the price, more attention to text information and instructions, but also do not like to communicate with the waiter used to think and solve the self-help, more vulnerable to the children's appeal, more susceptible to the impact of exhibits. When men accompany women to shop, they reduce the time for women to shop because men tend to go shopping quickly, so setting up a comfortable seat for men or setting up a product area that men are interested in can help solve the problem.

2, women are naturally shrewd and picky shoppers, more environmental requirements than men, but in front of High-tech women appear more pragmatic than men, they do not care about technology itself, but focus on the application of technology.

3, decades later, the elderly market will be very active, because today's young people become older, but still maintain their quality of life requirements.

4. Considering the needs of children, these children can become enthusiastic consumers, and whether a shop welcomes children, shopping parents can feel. For children, it is very useful for them to put the goods low.

Part IV: A look at the dynamics of shopping smell touch buy

Shopping to consider the most artistic place is to show, Render, and even temptation (online shopping is so, less touch link, then the visual dependence increase)

1. Sensory is the most seductive factor in determining shopping. How to let the shopper hug the product, and the product has the emotional connection, is very important.

2, improve the quality of the product experience need to think about, for example, the light of the fitting room to be very beautiful, can promote sales.

3. The three main elements of a store: Design (location layout), sales planning (what to sell) and operations (shop assistant service behavior) three elements closely related, if a certain aspect is strengthened, can reduce the other two aspects of pressure; For example, narrowing the cash desk may result in low productivity and reduced customer satisfaction.

4, one of the small tips to increase sales, is similar or related products placed together, causing more attention.

In short, there are a lot of interesting cases and details in the book, I believe that people who are interested in retailing can get some inspiration from it. Although the current as consumers of our shopping increasingly rely on the network, but some basic rules and principles have not changed.

Real Dry Goods-----user Behavior Research

1, you know the user's time to stay, but do you know the final transaction of the user access time??—— See article Fourth

2, advertising, really is the more forward to play the better?—— see below, when the user hurried into the store, placed in front of the ad instead of what obvious effect, shopping, is needed buffer zone;

3, some occasions or products, users with a strong sense of purpose to visit, in these occasions, the advertising of the front play is useless, on the contrary, the user to complete the goal after the guidance, the effect will be better. For the shopping basket is the same truth, put too far, but there are many customers at the beginning did not realize the need to take, and so buy a lot of things can not move, but can not find a shopping basket, so gave up to buy more goods-I am a typical example, the Pak Shek Bridge Carrefour shopping basket in the store will never find, No wonder I don't have a cart, it's basically empty handed out.

4. The authors found that the average shopper was 2 minutes in the cosmetics department, but the shopper who bought something averaged only more than 30 seconds ... What does that mean? Reality and imagination often have gaps in the oh, the user is not completely immersed in the longer the better, the longer you think, the more uncertain you may be, and enter what we call "the dilemma of choice", so it is likely that one of the results is, 20 minutes, the result is nothing to buy and go ...

5, the customer first to see the goods, the possibility of buying how much? So to speak, "the first commodity that appears, the likelihood of a purchase is not necessarily greater than the product that appears later" because the user would like to have a comparison and reference when there is only one choice, and the user will be bothered by the more than 10 choices and may give up, and the appropriate comparison (several products) can help the customer decide; "

6, from the ergonomic point of view to consider the layout of the mall, for example, "Customers need to make a hand" to allow users to shop without a heavy burden, "in most business situations, at least half of the people have only one empty-handed, if you are empty-handed, you may feel uneasy"

7, about the shopping basket-why not the door is not suitable? --users don't plan when they enter the door. I want to buy four books, a box of Cards and a magazine, these ideas are generated as you continue to find, therefore, two aspects: 1 at any time to give customers enough shopping basket, 2 to remind users to 100 minus 20, so that those who originally intended to buy a book customers to buy a full 100; 、

8, the understanding of the time of advertising-is not less than the user to see the advertising time? Does the user have a chance to finish the whole ad? "If you put a 12-second ad in a place where the customer only stays for 4 seconds, the effect is a little bit better than putting the billboard in the garage."

9, the advertising element--interrupt the user's line of sight (at least in the user's view of the road), such as a bank in the customer fill out the form of the desk set up some light box ads-the question is someone in the writing, to see the light box ads?

10. What is the logic of the user walking/visiting? Most customers in the store are accustomed to the right to go, accustomed to use the right hand-and from the site's access habits, it is f-type from top to bottom, from left to right habit;

11, with the flow of changes in the store settings-the author has suggested that the bookstore in a day for the early morning of the elderly, mother and child of the morning, the children of the afternoon, the evening white-collar in the shop in front of the area to display different types of books;

Wen/Zhu Xiaoti Meng