Grow loyalty for your store and increase the overall enjoyment of the shopping experience for your customers with these five tactics.
There is no shortage of tried-and-tested strategies to entice shoppers to buy from your store, but leveraging advances in psychology and technology can boost your sales efforts. Capitalising on buyer psychology can help you more effectively understand what drives consumer buying decisions and increase your profit margins.
DID YOU KNOW?
76% of Gen Zers (consumers born after 1995) say that physical stores
provide a better shopping experience compared with online, as a physical location represents a fun, social activity. Draw the Gen Z crowds – and their increased buying power – with smart marketing techniques that position your store as their ultimate shopping destination.
5 Effective tactics to attract and retain customers
You don’t need to be a psychologist to successfully market your shop, but you can regularly employ psychology to appeal to consumers.
“Smart, skillful, honest marketers use psychology legally, ethically, and respectfully to attract and engage consumers, and compel them to buy,” says Robert Rosenthal, founder of Contenteurs and author of Optimarketing: Marketing Optimization to Electrify Your Business.
Here are five tips for using psychology to boost your marketing campaigns:
- Show off perks using signage
People love free stuff and added bonuses just for doing what they would have done anyway – shopping. So, if you offer free Wi-Fi, lay-bys or “high in demand” stock that’s hard to find, make passers-by aware with window signage or large in-store decals to grab their attention.
Additionally, customers should be able to tell immediately what your business sells just driving by, says Rieva Lesonsky, CEO, President, and founder of GrowBiz Media. “If your signage doesn’t clearly communicate whether you sell children’s clothes or pet supplies, they won’t bother to come in and find out.”
- Entice the need for exclusivity
People want to feel important and shoppers are no different. If you make customers feel like they’ll be part of an exclusive group by buying from you, you’re tapping into their human need for a boost to their self-esteem. Advertising copy stating, ‘We’re not for everyone’, is a great example of this tactic in action.
Robert Rosenthal, founder of Contenteurs and author of Optimarketing: Marketing Optimization to Electrify Your Business, warns that an ‘exclusivity appeal’ will only work in the long run if marketers mean what they say. “Empty claims tend to be counterproductive,” he says.
- Lead your customers down a profitable path
The right mix of product selection and product placement can encourage customers to be more impulsive in their buying. Mapping out a deliberate path through your store helps you find the best placement for products, stimulating impulse buys. “By drawing on specific store layouts and interior design principles, you can lead customers past your high-demand items and plan for more predictable foot traffic,” according to Shopify.
“When you design a path for customers to walk, you can better predict where customers will need a visual break, where they’re likely to linger, and which displays they’ll pass on their way through the store.” Walking along this route through your store means shoppers will see more items, increasing the probability that they will put additional items in their basket.
- Empty your shelves
A full and untouched promotional display might look nice, but if no one’s touching it, no one’s buying from it. Decades of research shows that consumers are more likely to purchase an item if it looks as though other shoppers have bought into the deal first. Shoppers are therefore reluctant to purchase from an untouched display.
“Given choices, people tend to drift toward the option that attracts other people. We assume there must be something good and worthwhile there, and we trust the crowd to know something we don’t,” according to Shopify.
“Shoppers can feel more confident that the items they choose line up with what others like, too. That removes some doubt or uncertainty about whether they’re making the correct choice.”
- Build a loyal customer base
The 2018 Customer Engagement & Loyalty Statistics survey found that 80% of customers buy more products from businesses that offer a Loyalty programme to which they belong.
Customer loyalty to a store affects how much a shopper enjoys the trip, how quickly they shop, and their tolerance, says Nicola Scrafton, research director at Visuality Group.
“When entering a supermarket to which we do not have an allegiance, we transfer our expectations across from our favourite store. We expect the same standards to which we have become accustomed, in many respects: queues, presentation, space, store layout to name a few, and will become frustrated if these expectations are not met. We will, as a result, be far less tolerant and spend far less time in the store,” she says. “We will only be prepared to invest time and effort in learning the particular conventions of a new store if we perceive it to offer a genuine benefit.”
Capitalising on the advancement in buyer psychology research can help you drive shoppers to your shop and beef up your bottom line. the right signage, generating a unique buzz around your store and improving store layout are just some of the ways your business can attract and retain customers.
DO YOU WANT TO BOOST CUSTOMER SATISFACTION AND DRIVE LOYALTY?
Talk to Sureswipe about a cost-effective Loyalty programme. We can assist in customer retention through a platform that helps you communicate directly with customers through email and SMS. Call 0860 200 111 or fill in your details here and we’ll call you back.