PEACOCKS shopping psychology

From our visits to Peacocks the store was something that was really stuck in the past. Despite their youtube site/fashion blog and links to both Pearl and Daisy Lowe, NONE of this was apparent in their stores.

They were stuck in the past and needed a serious upgrade.

We will therefore be designing shop signage to ensure that the designs we apply to the website and other media are in keeping and create a consistent brand.

Claudias noted some important points.

- Customers are more influenced by promotions at the front of the store
- Most people decide what they want while wandering rather than going for a specific thing
- If given a voucher, customers tend to spend the minimum to get the voucher to work (Eg. New Look often do vouchers)
- Customers like to have lots of options
- Large stores attract, due to lots of choice, but customers might not spend as much as there is too much choice - decision complexity (Eg. Debenhams)
- Shops play tricks such as altering the air conditioning to make you buy winter clothes, or turning the heating up to make you buy summer clothes (Eg. Noticed this in Zara)
- There is an initial zone as customers walk through the doors where they don't want to buy anything, as they are overwhelmed from the difference of the store to the high street. This space is used for double doors, escalators, baskets, and to promote this seasons look as it would be wasted if goods were placed here.
- The eye goes to the centre of an image, so the biggest/best selling products are placed in the middle, to manipulate the customer
- Customers make impulse buys as they wait, which is why sweets and make-up are placed by the tills (Eg. Peacocks)
- The environments of stores is artificial
- Special offers are placed on aisle ends as you have to pass these
- Topshop is an example of a store that stands on its fashion sense, so it is important is plays the right music and the lights and decor are crucial
- Clothes shops give the illusion of exclusivity by placing bags on their own shelf, this makes people want them as they don't want something everyone else has (Eg. Topshop)
- Table tops next to racks allow you to look through products, and if the table is messed up it shows other people have been looking through so it makes you want to have a rummage too (Eg. Primark) If the table was neat, the customers would be reluctant to mess it up
- Customers mainly look at things that are placed at eye level
- Things that you need are placed at the back of the store - such as tight and socks - rather than the luxury things you don't need, which are placed at the front so you have to walk past everything to get to the basics (Eg. Peacocks/ New Look/ Most stores)
- Lower lighting in lingerie department so customers feel relaxed to look through
- Light bulbs are important as some can change the colour of the clothes
- The layout of the Apple store is an example of success: the doors are open and inviting and there is a lot of space which encourages the customers to feel comfortable
- Shopping is a leisure activity
- £2.99 seems much cheaper that £3, this is an example of irrational pricing. Customers register the £2 first and will be more tempted in a rush
- Customers are more likely to go in shops where other customers are and where things can be seen, rather than ones where you can't see from one area to another
- IKEA: shoppers are guided through sections where the retailer wants you to follow a pre-planned path. It is very hard to take shortcuts so makes you make impulse buys. (However this can be dangerous in the event of a fire or if there are too many customers)
- The positioning of escalators is a purposeful decision - as you have to walk halfway around the store to find the next connecting escalator, to encourage the customer to see more of the store (Eg. Primark)
- Changing rooms are at the back of the store so you have to pass everything to get to them (Most stores)
- Customers have a fear of missing out, so stores often advertise closing down sales when they are not closing down - this makes customers rush in as they don't want to miss a bargain (Eg. Sports direct)
- Accessories are placed at the back of the store as they are cheaper, so customers are more likely to pick them up as they won't seem as expensive as the clothes they have picked up in comparison (Eg. Topshop / Most stores)
- Shoppers are tempted eat the point of sale, as cheap treats are placed around the queue (Eg. candles and socks in Primark)
- Light purple is supposed to make people want to spend money
- Advertisers can get you by the tills, changing rooms or toilets, as you slow down around these areas and pay more attention
- Research shows customers tend to go the right (maybe because the majority are right handed) when they walk in to a store, so therefore prominent displays are shown to the right
- Seats may aid shoppers, by they also slow them down, and are placed towards the merchandise, so customers spot things they may want to buy (Eg. M&S)
- Shops place obstacles to ensure customers spend as much time as possible in store
- Shops often have escalators going up at the front of the store, but stairs to come down at the back, again to maximise shopping time (Eg. New Look Leeds City Centre only has up escalator)
- Windows are covered with displays and artificial lightning is used, this removes the shopper from contact with the outside world and the constraints of times. There are no clocks and in some stores no phone signal. (Most stores)
- Staff are told to sell and offer other products which are on special offer at the tile