For many of us, shopping is a way to relieve stress and relax. It's nice to slowly walk through the spacious hall, choose clothes, and then look at yourself in the fitting room in new images. However, going to measure clothes, do you think about how much labor was spent marketers to make you buy more things?
We are in adme.ru wondered and tried to learn a little more about how important the fitting room is. One of our authors decided to check which items act on us most, forcing things to buy things. To do this, she went shopping and visited tens of locker rooms.
My name is Julia, and I, like many, sometimes make spontaneous purchases. And then I look at the purchased thing at home and I think: what power made me buy this shapeless bag of an indefinite color? And I decided to learn more about it. As it turned out when we buy a thing online, one of 5 such purchases is usually returning to the seller, while when buying in offline store buyers return only every 10th thing. Return is always additional costs for the seller, so it is important for him to minimize their number. And shops are trying to reduce their expenses using properly equipped. Visitors who use fittings are 7 times more likely to make a purchase than those who do not go there. That is, 70% of all purchase decisions are accepted in this part of the store. Moreover, if the seller helped the client, then the likelihood is that it will buy 3 times more. It is not surprising that the management of retail chains is very serious about the arrangement of the premises, which we usually do not really pay attention to the attention. This techniques are used to do not leave the fitting room without another pair of jeans.
Mirror
Undoubtedly, it should be large enough so that the buyer can completely see himself. However, in stores that know a lot about sales, mirrors are specially used, a little pulling image. In such a mirror, a person looks slightly slimmer than it really is. Accordingly, it seems that the clothes are sitting better. I checked: really, in some fittings I looked much more slim than in the home mirror. And it really stimulates: the mood rises, I want to try anything else.
Floor
In fairly expensive stores, the floor is usually covered with carpet. Walking on the soft floor is much more pleasant, so buyers are usually delayed for a long time. Accordingly, more products notice, and this, in turn, increases the likelihood of purchase. Shops in which carpet is not provided for the entire trading room, try to ensure comfort to buyers in fitting glass, for example, at least there will be some kind of coating. And indeed, stand on the warm floor is much more comfortable than on the cold tile: and heat, and there is a feeling of comfort, it seems that you do not need to hurry anywhere.
Hooks and hangers
The client should not think about where he is not only all the way he plans to try, but also his own things. Agree, terribly annoying when you need to spend time to fit on 2 small hooks a bunch of hangers, which are not placed on them. Personally, I begin to irritate in such cases and I want to leave soon.
Purity
At the sight of this garbage on the floor, I wanted to leave, having experienced anything: now I will have to undress and step on a cold dirty floor with bare feet. Do I really need these pants? It is difficult to relax and completely surrender to the shopping, unless you think about how not to step into the litter and dust lying on the floor. In a good store, it is closely monitored for cleanliness: even minor manifestations of untidiness automatically create the impression that all the goods in the store "not the first freshness".
Curtain or door
In the stores of the mass market, fittingry are separated from the overall corridor with curtains, and not do the door, and that there are causes. First, so the staff is much easier to get involved in them, and secondly, the curtains create a feeling of anxiety from the buyer: he does not feel completely protected, so it will be in a hurry to leave the unreliable space. The cabin with a closing door, on the contrary, gives a sense of security, and therefore the buyer is not in a hurry. The magnificent price segment stores are focused on the buyer to quickly make decisions and rather released the fitting room for the next buyer. I checked both types of fittings: Yes, you feel much more reliable and calmer. Stop to rush and are not afraid that someone will look. He also noticed that behind the door I was slower than undressed and more carefully considered myself in the mirror.
Fitting no mirror
Puzzle "Find a mirror in the trading room."
The lack of a mirror in the fitting room is not an annoying slip of the store. This is usually found in expensive boutiques. This is also your reason: the buyer is forced to get out of the "intimate Mirka" of the booths to look into a large mirror in the general room of the fitting room, and here he meets the seller who tells him how well the dress sits and with what it will be perfectly combined. And we remember that when interacting with the seller, the likelihood that you buy more increases, right? By the way, did you pay attention to the fact that there are few mirrors in shopping halls? As a rule, they have to search. And this is also not by chance. So, I was looking for a normal mirror in the trading room for a long time, and then Pretzhanul went to the fitting room to look at myself in a normal mirror. And in fact, it is just such actions that the seller is achieved from the buyer.
Lack of queue in fitting
The more fitful, the more chances that the visitor will make a purchase.
The longer the queue, the more buyers leave the store without buying. Experts calculated that if the entrance to the fitting room would collect up to 4 people, then 3.6% of buyers will not wait to try to try out the selected things. And if you want to get into the preference more than 10, then 19% of visitors will post their potential purchases. That is why the more fitful, the better. In a large store with a sufficient number of fittings, the peak is about 70%. That is, most likely, all fittings will not be used simultaneously. But this is not necessary: this amount will give the opportunity to employees in time to remove unnecessary items from the cabins and help all customers. I must say, I am just that person who leaves even from a small queue: for some reason it seems to be a little humiliating in it. Of course, I want to get rid of this feeling as soon as possible and, accordingly, I leave the store without buying.
Shine
This is almost the most important part in the fitting room, and it seems strange that far from all stores the light is correct. In good fitting light should be quite bright and at the same time soft and warm. If the fluorescent lamps with a high level of color rendition are located high on the ceiling, then the buyer suddenly detects the irregularities of his body, which he has not seen with a different lighting. It is so upset that there is no shutdown. Well, how so, what is the cellulite on the legs, what are the terrible wrinkles and feces on the face? In the fitting room, where there is not only the top, but also front lighting (at the same time it is quite warm and not too bright), things go quite differently. An unnecessary shadows on the face and body of the buyer are excluded here, respectively, it can fully focus on clothes.
Location of fitting room
Working beds are never located at the entrance to the store, as there are hot zones here - from the first seconds, they encourage buyers to make a purchase, they cause their interest in the goods. Therefore, this area is used to accommodate the most attractive products: new products, seasonal and promotional goods and special offers. It is reasonable to place at the end of the store where the cold zones are located. At the same time it allows the buyer to see the maximum of goods - while you get to the fitting room, you will consider half a half mapping. And you grab a couple more and three dresses.
Seller call button
In mass market, this will be infrequently, however, in higher levels it is a common phenomenon. If I am mistaken with the size, then in order to try on a suitable model, I need to dress, go into a shopping area, find a thing and go to the fitting room again, where you have to undress again. Few people are able to such a feat: the thing should like well, very much to make this heroic act. I usually just leaving. Therefore, the seller's call button is an excellent store service, because so the buyer may just ask to bring the thing of another size and do not leave the fitting room too quickly. Accordingly, the probability of going to buy increases.
Have you ever made unplanned purchases after visiting the fitting room?