Monday, March 13, 2017
Sidle Eyeballs for Variety Purchasing
The researchers found that shoppers under time pressure will perceive there’s a broader range of alternatives in a horizontal than in a vertical display. The result is a greater interest in buying one or more of the items. When the shopper’s time is not tight, a horizontal display, compared to a vertical, elicits greater amounts of browsing. For those circumstances in which a shopper could use more than one alternative from the selection, the result of the extra browsing is purchase of a larger number of items.
All this was verified in college students pretending to be shoppers by tracking their eye movements and in mall shoppers by tracking their purchase patterns. The researchers even saw the effect work with how candy selections were made by Halloween trick-or-treaters.
For using these findings in a retail store setting, the researchers caution about choice overload. Some years ago, studies at University of Pennsylvania and Columbia University found that expectations of large product assortments do indeed attract shoppers to a store, but once there, many of the people avoid making a purchase because they’re not sure what’s best.
If you encounter this problem, encourage the consumer to think in more abstract ways, such as about features the items have in common rather than considering each item in the choice as unique. Similarly, researchers at University of Delaware and University of Pennsylvania discovered that a way to keep shoppers engaged is to encourage them to focus on product features rather than item alternatives. With the features in mind, the person can start rating each alternative until coming to a decision.
So in your marketing, point out how you offer a large number of choices. When a shopper starts the shopping with you, display categories within categories to highlight the abundance of alternatives. Arrange the choices within categories horizontally instead of vertically. Then recognize the potential for choice overload.
For your profitability: Sell Well: What Really Moves Your Shoppers
Click below for more:
Organize Shelves & Racks to Portray Variety
Abstract Shoppers to Avoid Choice Overload
Limit Variety as Shoppers Approach Goals
Adjust Assortment by Use Attractiveness
Orient Shoppers to Appreciate Discounts
Posted by Bruce D. Sanders, PhD at 9:00 AM