Shopping is usually concept of in terms of work - procuring goods, meeting needs, etc. Shopping is seen first as a function and secondarily as something that serves emotional and social needs. Even as we talk about sell therapy, we revert in marketing to discussions about seemingly rational behavior. But it isn't so easy anymore. As incomes have grown, way has exploded and free time has increased, shopping has come to be entertainment as much as whatever else. Even in an unstable economy, the decision to buy is driven as much by value as it is by need (perceived and real). In fact, entertainment and a memorable in-store caress probably have more to do with a sale than the stock or the ease with which population find it. Option equates with enjoyment, turning shopping from labor to entertainment. The sell environment is an expansive, immersive media platform.
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This is not to say that entertainment is the only way to look at shopping, but it increasingly an element that shouldn't be overlooked. Shopping becomes entertainment depending upon the function, need, and desire for the object being shopped. For example, shopping for bras can sometimes be a pain in the butt if it is "needed" for a "utilitarian function" (a "work bra"), but it can come to be entertainment if the bra is "desired" for other cultural functions. population can also use shopping at second hand stores as a form of entertainment if there is a piece of clothing that is "desired" (a cheap pair of designer jeans), yet if one "needs" to shop for work attire at second hand shops because of a miniature budget, it can cease to be entertainment and fall into the world of "errand."
Cheap Shopping
What this means for shopper marketing is that the best sell experiences, those with the highest degrees of loyalty and sales, are those that task a story and ask the shopper into the narrative. According to the Richard Ellis Group, 92% of retailers plan to increase store openings in 2010. More stores means more occasion win customers. Or to lose them. In such a highly competitive, highly demanding landscape, there is miniature margin for error and a short time to market. Addition sales revolves around more than getting population in the store, it involves getting them to think of the store as a destination and thinking of it as a "Place" rather than a "Space." Place comes into existence when humans give meaning to a part of the larger, undifferentiated space. One of the most affective ways to do this is to incorporate population into an entertainment caress and directly involve them in the story. So, how do you go about doing this? It starts with some easy but grand tools.
retail Shopping As Entertainment
Language:
In the past, language emphasized the skill and mastery involved in shopping. There were very real, practical results stemming from skill as a home manager. With time, the primal need to "hunt" has changed. Hunting and production are no longer about survival, but about the challenge and the social capital it brings. Lines in the middle of work and free time are blurred. Language used in advertising and inside the sell space needs to speak to the romanticized view of the hunt as much as it does the material benefits of the products. Rather than speaking about functional benefits, the focus needs to reflect on the social capital gained by the shopper and the storyline of the shopper's life (or desired, projected life).
Create a Stage:
The store is indicative of a theater. Even without the direct associations with a exact story line a sell space should still conform to some very basic principles. Namely, escape, fantasy, and inclusion. The total caress speaks to cultural and psychological triggers of enjoyment and participation. population originate memories within places if storylines manufacture and form personal connections. The stronger the connection, the more likely they are to frequent the space and to buy. A good sell space needs to be originate a shared identity, connecting the enterprise and the shopper by developing clear imagery and displays that originate the sense that there is a narrative behind the facade.
Foster social Roles:
When shopping is done with others, as a family or with a friend, it is is as much about establishing social bonds and being an outing as it is about fulfilling exact needs. It has supplanted the park, the lake, etc. Natural space is supplanted by constructed space. sell spaces that encourage population to interact both with each other and the space leads to a greater sense of calm and reinforces the roles population have adopted for that shopping excursion. For example, placing small sweets throughout a lingerie store (returning to our bra example) increases the sense of romanticism and allows population to "play" to the basal storyline the shopper and her counterpart are seeking.
In the end, sell shopping is becoming more complex. With the increased use of online shopping and the ease of way to a more and more locations, population are making choices based on basal desires, not just functional needs. whatever a retailer can do to improve the caress is a key differentiator. Differentiate your store and you increase loyalty and sales.
retail Shopping As EntertainmentJoe Jonas - Just In Love Video Clips. Duration : 3.83 Mins.
Tags: Joe, Jonas, Just, In, Love, Hollywood, Pop
