Use Psychology for Shopper Crowd Management

What a dream to have more shoppers rushing into your store than you ever thought possible! But how quickly that dream can turn into a nightmare. Do you recall how Wal-Mart worker Jdimytai Damour was trampled to death by Black Friday shoppers while attending the front doors at the Valley Stream, New York store? Or how customers at a Burlington Coat Factory store in Ohio looted and destroyed merchandise when they learned that a woman's offer of free merchandise was a hoax?
     Understand the psychology of crowds as part of preparing for having people fill your aisles when you hold Black Friday sales, limited quantity sales, celebrity appearances, releases of new video games, and similar events:

• If shoppers will be waiting in line to enter the store or department, have store staff wearing name tags talk to the shoppers. Invite those in line to fill out a sweepstakes form with their name and other identifying information. Because they lose some of their individual identity and therefore their sense of individual responsibility, people in crowds are driven to actions they would not take otherwise. Name-to-name contact can head this off.
• Distribute the special items throughout the shopping area. Your objective is to scatter out any crowding.

     There are other actions you might think would work well, but could backfire:

• Should you have uniformed security guards? Some people in crowds become less anxious and more responsible when they see staff in police-style uniforms. However, other people get agitated and angry.
• Should you extend the hours of the event? Maybe, but within limits. Extend them too much and you lose the excitement which drives buying.

For your profitability: Sell Well: What Really Moves Your Shoppers