going shopping!

With a Notebook

GOING SHOPPING!

THIS ISN’T SOME WALK IN THE PARK…

Price: Free

Environment: Up to the Weather

Draws People In (or doesn’t):

With it’s Natural Beauty

THE ENVIRONMENT IN A STORE IS MANIPULATED TO APPEAL TO A CERTAIN GROUP OF PEOPLE:

Average Customer at this Store:

Age: 40Gender: F

Interests:Health, Local Food, Community Support, Green Movement

BUZZ WORDS

Average Customer at this Store:

Age:45Gender: F

Interests:Nice clothes, Jewelry, Novelty Items

IMAGES

THE ENVIRONMENT IN A STORE IS MANIPULATED TO APPEAL TO A CERTAIN GROUP OF PEOPLE:

PRICE

Average Customer at this Store:

Age:20-60Shopping with: Family

Interests:Getting a good deal,Making their dollar stretch farther,Providing for a family

Businesses that emphasize low prices put least expensive items at eye level and make sales “pop” with bright colors.

Businesses that emphasize the quality or uniqueness of their products put more expensive items at eye level or interspersed with less expensive items.

THE ENVIRONMENT IS CHANGED TO ENCOURAGE PEOPLE TO STAY LONGER

Entrance

Exit

PRODUCTS!

Some stores make separate doors to enter and exit…

So, once you’re inside, you have to walk through part, or all, of the store in order to leave.

Others work to create a “you’re right at home” feel…

UsingCarpeting…

Creating aComfortable placeto sit…

EVEN THE SIGNAGE CONVEYS MEANING…

Names in lower case suggest a casual atmosphere

Names in block letters suggest a chain, and cheap prices.

Fancy lettering implies that the products have higher value

WHEN I WENT SHOPPING WITH A HEIGHTENED AWARENESS, I BEGAN TO NOTICE:

FREE SAMPLES!

When a sampling station was

accompanied by a large display of the sampled product,

Customers were 50% more likely to buy it than if they had to be directed

to the product.

Obvious security cameras make

many customers uncomfortable.

This sets up a customer-business relationship that is based on mistrust.

An inviting exterior isn’t as simple as being nice to look

at…

Businesses use different ways to

draw customers in.

Outdoor seating

Come in for a Fudge Sampl

e!

Signs and Window Displays