Mindful Design Consulting Newsletter (September 2011) Suggestive Selling in a Retail Environment

How often do you think you are being suggested to buy certain products or to go to a certain store to buy your food? Do you think Whole Foods for example has a more organic food than Sprouts or Ralph’s? Or do you think Target has a better quality product than Sears? You would be surprised that the difference is simply being presented to you by marketers through design. Each of these companies came up with their own selling proposition and created a suggestive selling environment inside of their stores. The good news is that now you could also represent your own business in a way that yoru ideal client would get attracted to. And your interior designer can help you figure out the ways specific to your business.

In his article Martin takes us on a tour of Whole Foods: “As you descend the escalator you enter the realm of a freshly cut flowers. These are what advertisers call "symbolics" — unconscious suggestions. In this case, letting us know that what's before us is bursting with freshness.” Flowers are the most perishable objects on earth which is why in our minds they associate with freshness. Placing them at the front of a store will automatically give you the impression of the quality of food. Imagine the same store having plastic flowers or cans of Spam right in front! Different impression!

Selling Food

For years supermarkets have been sprinkling vegetables with mists of water and it looks very attractive. Did you know that this trend started in Denmark and does nothing good to the vegetables? Apparently, another symbolic is in place, those sprinkled drops give us a perception of freshness and purity as well. But sad enough that same mist of water makes the vegetables rot more quickly than they would otherwise? It’s really all about perception versus reality in retail stores.

Circulation

Another famous retail researcher Paco Underhill, shares his findings: "retail shopping studies have found that most people turn right when they enter a store. That's because the majority of the population is right-handed and right-oriented." This is why some stores highlight new and more expensive items to the right of the entrance. You may also notice that the music is louder and the displays are brighter to attract you where you will look and turn first.

Space Planning

In almost all larger retails stores, the clearance racks are placed in the back on purpose — so you'll be tempted by everything else more expensive in your path. “You have to pass all the new trends and displays, all the sales and promotions. Retailers are betting that your hands may be full by the time you reach that clearance area, so you will not be able to stay there and search for the better deals,” says Underhill.

Next time designing your retail store or your new restaurant, ask your designer about a suggestive selling strategy for your particular business. Suggestive selling will raise your sales significantly, if you know how to implement it correctly.