Build Each Customer’s Assertiveness

When people shop in groups, each shopper’s cart tends to ring up a higher total than if those same people had shopped alone. They are more likely to make what we think of as impulse purchases. A major reason this happens is that consumers in groups become more willing to take on risks, and it is the fear of risks behind much of resistances to buying.
     However, a recently published study indicates this group shopping effect is currently showing itself much more strongly for men than for women. Analyzing spending patterns in mass merchandise stores, a shopping mall, and a book store, the University of Pittsburgh and University of Alberta researchers found that a man spent about 54% more when shopping with a friend than when shopping alone, while any difference was negligible when comparing a woman shopping alone or with a companion.
     This finding runs counter to the stereotype of a gaggle of women egging each other on to buy more and more, while a hoard of men would be immune to such urgings.
     The recent research suggests another scenario: Men are more likely than women to strive for status and power. When shopping with others, the man shows off power by spending extra amounts. On the other hand, women are more likely than men to demonstrate cooperation and harmony. They feel no need to spend more to impress companions, and in fact, might fear making others feel inadequate if spending lavish amounts in front of them. The woman would prefer to come back later by herself to make the purchase.
     As part of the study, the researchers were able to create a circumstance where women became more likely to spend more when with a companion than when alone: The woman was made to feel in charge of the situation and encouraged to assert her individuality.

• Encourage shoppers to bring friends. Holding special events and giving group discounts can help. Even if each shopper were to purchase less on that visit than if alone, the increased footsteps are likely to result in greater sales.
• Then if you see a member of a group express great interest in an item and decide not to purchase it, offer to write down on your business card the item identification and say, “I encourage you to contact me if you decide later you’d like to purchase the item.”
• Build each customer’s assertiveness.

Click below for more:
Show Impulse Purchase Items for Groups
Have Bilingual Staff for Bilingual Shoppers