Thursday, January 19, 2017

Sense the Pleasure from Tactile Ordering

A rock-solid finding in consumer psychology is that having an undecided customer hold a pleasure-oriented product makes the customer much more likely to complete the purchase. On top of this, it turns out that having a shopper use the sense of touch in ordering a product, before the shopper could even achieve tactile contact with the item itself, tilts the odds toward selection of a pleasure-oriented alternative.
     Researchers at University of Michigan and Chinese University of Hong Kong invited consumers to choose between a fruit salad and a cheesecake slice as a reward. Some of the study participants were required to use their finger to touch a picture of their choice on an iPad or a touchscreen laptop. The remaining study participants instead placed their order by clicking an image of the choice using a mouse on a desktop or laptop.
     Those touching the image selected the cheesecake significantly more often than did those who were touching the mouse. The researchers’ explanation is that reaching out and making direct sensory contact activates thoughts of grabbing the item itself, and most of us prefer to grab pleasurable items than strictly utilitarian items.
     You’ve little influence over whether your ecommerce shoppers use a touch screen or a mouse in placing their orders. But for the increasing amount of in-store ordering via a computer terminal, you’re choosing the apparatus. Self-service retail technologies include countertop devices at quick service restaurants, tabletop ones at sit-down restaurants, and vending machines in merchandise stores.
     The evidence is that getting the purchaser in touch not only makes the choice of pleasurable items more likely, but also makes the retail transactions themselves more pleasant. Many people prefer to deal with the credit card slot on the gas pump than have to wait in line to hand the card to a human being who takes time processing the transaction. This fulfillment format can extend the hours in which products and services are provided, benefiting both the retailer and the consumer. Another joint benefit is the reduced dependency of the shopper on retail personnel being available.
     A downside of the touchscreen, though, is the real and perceived contamination. So install a disinfectant wipe dispenser right by the devices. Include a small sign saying, “Our complimentary wipe kills 99.9% of germs.” Keep the dispenser stocked, include a waste basket for used wipes, and be sure the waste basket is emptied frequently.

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

Click below for more: 
Reach Out for What Will Touch Your Shoppers
Push Shopping Baskets’ Pull for Sweet Items
Limit Mouth-Watering Evaluations
Sign Up Customers for Store-Self Identity
Serve Yourself to SST Guarantees
Tell Shiitakes from Shinola
Design Your Store to Fit Time Intentions
Decontaminate the Shopping Environment

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