Retailers seem well versed in how music, lighting, scent and
other store-design elements correlate to shopper moods and purchase
behavior, as well as to bigger baskets, longer trips and likelier
That's why stores often play slow-tempo music at moderate
volume, and intensify smells of fresh-baked breads and tortillas,
rotisserie chickens, and fragrant fruits and vegetables.
They could do more too: sample foods they sell that are known to
improve moods, such as chocolate, tea and berries, and omega-3 rich
fish and flaxseed; brands could fund these efforts, or stores
themselves in the case of private label. Especially with more
retail dietitians on staffs, stores could educate and demonstrate
caring with sampling to further connect with shoppers.
Efforts like these can help stores bust shopper stress - and
foster an affinity to buy.
Food marketers today can also deploy a growing arsenal of
technology tools to influence purchases more directly through such
tactics as: sending mobile coupons to shoppers' cell phones
based on where they are in a store, issuing check-in discounts as
incentives, pinpointing where shoppers spend time in a store and
the merchandise they look at, and sensing their emotional responses
in real-time to staff interactions, special displays and products
on the shelf.
Stores that recognize repeat visitors by the distinctive pings
of their phones can better personalize the shopping experience and
lift mood to a higher level, says The Lempert Report.
Similarly, with high-powered cameras that show shoppers' moods at
the moment, the store knows when to intervene with, say, a
companion food suggestion or instant discount sent to their phone
or conveyed face-to-face by a department manager who "just happens
to be walking by."
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