Belly Up to Belly Bands

Encouraging shoppers to browse increases the probability of purchases. University of Bologna researchers found that one device to accomplish this is the belly band—a paper strip which wraps around an item and includes text, images, colors, or other properties designed to draw special interest. The studies considered belly bands on some of the books in a book shop. Those with the bands drew increased interest as well as consideration of surrounding books.
     Belly bands simplify perceptions. Although the front and back covers of a book serve as a major determinant of purchase probability, covers contain an abundance of information. Shoppers who intend to buy a book but are not hunting for a specific one can be attracted by the headline impression from the belly band. In fact, since color perception is quicker than reading text, the researchers predicted and then saw how color has greater influence than the text on the effectiveness in using the bands.
     The band color should complement the colors of the item. The text on the band should introduce the benefits of the item and also can give situational appeal. If a book was recently released in a movie version or a sweater design is ideal for an upcoming local sporting event, this can be briefly noted. For quicker perception, include images when possible, such as a graphic of a movie projector or the logo for the local sports team.
     Belly bands were more influential with items which were already popular. This finding indicates that the band brought attention to existing benefits rather than adding a benefit in itself. However, a belly band might potentiate an unveiling appeal. Pleasants Roland, the founder of American Girl Dolls, insisted on using a belly band to secure each doll inside the package. The slight delay from undoing the strip added to the joy of meeting your doll, she argued.
     Including the belly band on the American Girl Doll added 2¢ and 27 seconds to the packaging process. Not much, but installing the bands on other items could consume unacceptable time and money. There are also the expenditures to prepare the bands. Still, stay aware of all that these paper strips add when you want to get sales moving. After all and on balance, failing to acknowledge the nudge power of belly bands could contribute to a promotional campaign going belly up.

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