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Dec 14, 2007 11:17 am US/Eastern
Retailers Use Mind Games To Keep People Shopping
PITTSBURGH (CBS) ―
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The malls definitely display the sights, sounds and smells of the holiday season but there's more than meets the eye - or nose for that matter. (File)
CBS
Now that the holiday shopping season is in high gear, many
stores are looking for any edge they can get to make shoppers spend more money
and time shopping.
The malls definitely display the sights, sounds and smells of the holiday
season but there's more than meets the eye - or nose for that matter.
"Most of it is about creating a kind of mood in the shopper that makes
them stay in the store longer," Boston
College marketing professor Kathleen
Seiders told CBS station KDKA-TV in Pittsburgh.
It's called atmospherics - how lighting, colors, music and scents all can
affect consumer spending. Research says it works and more companies are buying
into it.
Walk into a Sony Style store and shoppers will be struck by a distinct aroma
specifically designed for the company. "It's a very clean subtle citrus
scent," said Forrest Neilson of Sony Style.
"We spent a great deal of time with Scent-Air, which is a company that
helped to create a unique blend," said Neilson.
The goal is to attract female customers who may be intimidated by larger
electronic stores.
"It was very pleasant, and it sort of makes you want to go further into
the store to see what else is in back," one female shopper said.
Music is another atmospheric. The clothing store St. Croix
plays classical music and jazz.
"They come in, they relax, take their time," said assistant manager
Robert Pagliarulo.
Studies show people who make unplanned purchases tend to buy more when there's
pleasant background music.
"If it's supposed to be subtle, then it is, because I've never noticed
it," said one shopper.
"Subconsciously I think I do, at least the music," said another
shopper.
Another emotionally-charged approach is turning over the entire stock every few
weeks - a strategy used by clothing stores like H & M and Zara.
"This kind of merchandizing really forces a decision from a
consumer," Seiders said.
That means if you see something you like and don't act, it may be gone when you
return.
"If I knew that was going to be it, then I would definitely buy it
now," one woman said.
But do these techniques make people feel like they are being tricked or
manipulated?
"It actually makes it more enjoyable," one shopper said.
"I think personally when I go in the stores and hear that Christmas music
now, it makes me want to shop," said another shopper. "So maybe you
can call that trickery."
Experts say if you want to keep spending in check you might want to check your
emotions at the door.
Scent marketing has become a $100 million business. Some companies are so
confident of success they offer a money-back guarantee if their concept doesn't
pay for itself in increased sales.
(© MMIX, CBS Broadcasting Inc. All Rights Reserved.)
