Cast Magic Spells for Escape Benefits

For many consumers in many lands and at many times, shopping provides an escape. Perhaps an escape from drab, routine reality. Perhaps an escape from uncomfortable circumstances. People browse even when they think they’re unable to buy.
     To woo shoppers on the basis of escape benefits, create an atmosphere of magic. This might begin with your advertising. In a thirty-second TV spot for the Charleston Area Convention and Visitor Bureau, the background music echoes the sort of melody reminiscent of Disney fairy tales.
     Then an atmosphere of magical luxury at the shopping site itself lays out an escape route for any discomfort. This phenomenon was demonstrated in the laboratory by psychologists at University of Minnesota, Florida State University, and China’s Sun Yat-Sen University. One group of study participants were assigned to count out eighty $100 bills. A matching group were assigned to count out eighty blank pieces of paper. All participants were then exposed to tasks in which they experienced social rejection and physical stress. The people who had worked with the $100 bills reported less discomfort during and after the tasks. Handling the money gave magical relief.
     Special promotions and events in your store help cast magic spells for escape benefits. An example comes from the Fashion’s Night Out events held last fall at thousands of participating stores in Brazil, Britain, China, France, Germany, Greece, India, Italy, Japan, Russia, Spain, Taiwan, and the U.S. Browsers came to retailers to look at fashions the browsers would love to have.
     The profit payoffs from magic spells usually don’t come immediately. A New York Times article about FNO, quoted one shopper as saying the event was, “effective in terms of speaking to my aspirations and desires, but maybe not my pocketbook.” When asked about sales results, Macy's executives said that profits from the event would at least cover the expenses of keeping eight Macy's stores nationwide open a few hours later than usual.
     The Charleston Area Convention and Visitor Bureau ad takes account of the trigger delay from magic. The protagonist in the spot turns down an offer to stay for a while, at which point his host reminds him that he’s welcome to come later.

Click below for more:
Use Music to Motivate, Not Disrupt
Stage Special Events to Build Sales
Prime Your Shoppers Below Awareness