10 rules of influence on buyers with the help of emotions

The rules of the game in a supersaturated market are simple: people only buy what attracts their attention. In fact, this means that success among buyers is achieved by brands that have managed to introduce the maximum number of factors to attract attention into the concept of their stores. The science of neuromarketing, founded by German sales specialist Arndt Triindl, helps them in this. This fall, Arndt spoke to Russian retailers at the Retail Business Russia forum and shared with them a number of recommendations on how to turn his store into one continuous focus of customer attention.

Arndt Triindl - Owner of Retail Branding and founder of neuromarketing. Neuromarketing is a direction in marketing that studies the basics of decision-making and offers ways to influence buying behavior through visual images, sensory experiences and emotions. www.retailbranding.at

The practice of neuromarketing proves that store visitors often make a decision to buy directly at the store, in other words, at a point of sale (POS). That is why the point of sale should be a perfectly thought out “battle map” for the attention of the buyer. Arndt Tryndl developed the so-called POS trilogy, with which the store owner can determine which parts of the store are working poorly in terms of neuromarketing and how to fix it. The technique of working with POS trilogy consists of three stages. First, you need to analyze three key indicators of profitability - attendance, conversion and the average check (which makes up the success of each of these indicators, see figure). Then you should check the concept of your store against a list of security questions and, finally, develop an action plan and implement it.

During his speech at Retail Business Russia, Arndt Trainl gave 10 key recommendations for improving those three metrics: traffic, conversion, and average bill. What are these recommendations?

Rules for increasing attendance

A store's façade should be striking, memorable, and designed in line with the brand's strategy. Excellent examples of this principle are typically the façades of freestanding Zara, H&M, or Abercrombie & Fitch stores in major European capitals. The mirrored façade of the Swarovski store in Tokyo, seemingly adorned with large crystals, also impresses passersby. Diesel once designed its Diesel Female store in London as a gold radio with pink buttons, and Adidas built a store in Amsterdam that was indistinguishable from a taller shoebox. Even temporary measures can be effective: when renovating its flagship store in Paris, Louis Vuitton designed the renovation screens as giant branded suitcases, while Gap in Vancouver, during its "dizzying sales," literally turned the store's facade upside down, attached mannequins to the ceiling, and designed the interior to give shoppers the distinct impression that the world had been turned upside down.

The store entrance should be wide, easily recognizable, and inviting. This is especially true for stores in shopping malls. Entrances that span the entire width of the store and allow a clear view of the depth of the sales floor work best. This reduces cold spots in the sales area, improves the experience, and reduces the customer's feeling like a fish in a fishbowl. You can design the entrance so that the process of walking through the door becomes an adventure for the customer—as is done at Imaginarium children's stores, which have dedicated gates for children.

Window displays should be vibrant, vibrant, and in line with the brand's core message. This statement seems like a cliché, but looking at most stores in Russia, it's clear that few actually follow this rule.

The entrance area should be interesting but not overwhelming. Entrance areas where island fixtures showcase a specific "story" work well—for example, a New Year's collection with accompanying elements like mannequins, holiday props, and accessories. Beyond the entrance area, the store's depth should be visible, allowing shoppers to naturally focus on the rest of the merchandise.

Conversion Improvement Rules

Brand values ​​must be translated through store design. For example, in Adidas or Nike stores there are always elements of competition: either decorative medals and pedestals in shop windows, or a miniature basketball court with a ring right in the trading floor, or sports equipment like balls and rackets available for purchase here. Ecco shops are decorated in light colors with trading equipment in a minimalist style, which corresponds to the Scandinavian philosophy, and Timberland shoe stores resemble a men's workshop: they have a lot of wood, rough designs and warm "lamp" lighting. Immersed in the atmosphere of the brand, the buyer unconsciously begins to regard the product as a way to join the values ​​offered to him - of course, if he likes what he sees and feels.

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Less is more. The " less is more" principle is one of the most important in modern merchandising. Overcrowded displays quickly overwhelm shoppers, preventing them from focusing on a single product, and negatively impacting sales. It's common practice to display around 5-7 items on a single shelf, with the distance between them sufficient to allow a product to be removed without even slightly touching other shelves. Group products by similar styles, arrange them at 45-degree angles on different shelves, and otherwise break up monotony and symmetry.

For more information on how to correctly present quality shoes, see page 64 in the issue of Shoes Report No. 110

Communicate with your customers and speak their language. Companies that position themselves as living structures, where people work, do best. It's no wonder that brand marketing support on social media is so popular, where employees share their observations and daily joys. In physical stores, you can communicate with customers using point-of-sale equipment: mark individual products with fun and helpful labels, write short notes ("salesperson on the shelf") for product groups you want to highlight, and train salespeople to communicate warmly with each customer.

Rules for increasing the average check

Complement your display with accessories. There's nothing simpler or more effective than displaying a matching belt on a shelf of men's shoes, or pairing evening heels with an elegant clutch. This way, you relieve the customer of the hassle of choosing the right accessories and definitely enhance the presentation of each product.

Create the perception of a low price. A decorative or red price tag, huge font, dense close-up displays, and shoe box presentation—these effects create a feeling of cheapness, even if the product hasn't been marked down. People react irrationally to low prices, so use this technique to draw attention to specific items, even if they're not the best-selling ones.

Maintain a friendly staff. All your efforts to make your store a one-stop shop will be in vain if your salespeople aren't friendly and welcoming. Make sure your employees love their jobs and are excited about what they do.