Sometimes, when people enter your store, they're on an item-specific mission. They know the precise product they want. They ran out of it at home and they need a refill NOW. Or they rush through the front doors of your shop holding the current ad or circular. Or they're fitting right in with the consumer psychologist's description of the adult male shopper, whose motto is, "Get 'er done."
But often, shoppers are coming in for a product, not for a particular brand or size. Here is your opportunity to guide their choices towards what will both satisfy their needs and build your profitability. Whenever there are products you're featuring, you substantially increase the possibility of purchase by introducing those products to the customer as the customer enters your store.
You could have a display of one package of each of the featured products. There's research that suggests you're best off doing this just to the left of the shopper as they come on in. You could have signs with brand names in large letters and very brief statements about product benefits. The research says this is best done on the right side of the customer who is entering.
The reason for these left-right differences has to do with how the brain processes information: First, because even those who are not item-specific mission shoppers will still be in a rush, what the shopper sees will enter the brain at a subconscious level. Second, product shapes and brand name fonts will influence purchasing when they come in from the left side of the eyeballs, but the brand names themselves and very brief product benefit claims are most effective when caught subconsciously from the right side of the eyeballs.
You're aiming for small differences that, when put together, make big differences in profits.
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