3 Facts About Shopper Psychology to Guide Your Visual Merchandising Efforts

Not all consumers have the same preferences, but research into shopper psychology suggests there are plenty of ways brick-and-mortar stores can appeal to their patrons. 

By adapting their visual merchandising efforts according to their customers’ interests, businesses can make sure they stay ahead of their competitors. Take a look at these three retail shopping psychology facts, and learn how you can capitalize on them.

85% of shoppers like in-store digital signage

A Millward Brown study discovered that a whopping 85% of customers found screens installed in grocery stores pleasant to watch. What’s more, customers generally had a positive reaction to digital signage:

  • 78% said the screens caught their eye
  • 70% considered the content useful
  • 76% said they’d be interested in seeing information about what’s on sale

Why is this the case? People get bored while they’re waiting in the checkout line, and videos help keep them entertained.

What retailers can do

Retailers can put digital signage in spots where customers are likely to take the time to consume the content. Just like in grocery stores, customers in the checkout lines at retail stores might enjoy viewing screens as they wait. These screens can share pertinent info like discounts and sales, upcoming store events and consumer news.

81% of customers read reviews and ratings

Word of mouth has always been considered important for businesses, and studies have backed that up. A Deloitte Consumer Review report shows that 81% of customers read reviews and ratings. Nowadays, customers are taking the time to research products before they’re willing to make a purchase.

What retailers can do

Retailers can take advantage by making information available to shoppers during the buying process. If kiosks or digital tablets present patrons with an endless inventory to search through, why not include positive reviews for each product on the screen? People crave information, and it’s easy enough for retailers to share customer feedback through their digital signage.

73% of customers say product knowledge is needed from sales associates

Besides looking for info online, customers also look to sales associates. According to an Experticity retail study, 73% of customers want sales associates to provide additional information about products. What’s the reason? People want expert advice on what to buy, so they look to sales associates for product expertise.

What retailers can do

Retailers can equip sales associates with accurate information, turning them into brand ambassadors who can best advocate on behalf of the merchandise. We’re all familiar with those awkward retail moments when a patron and sales associate have a disagreement over a product. With the help of an endless inventory solution to receive up-to-date data, both parties can work together to find the right purchase that will have the customer leaving the store satisfied.

Solutions for today

In today’s science-heavy world, we often turn to quotable statistics to help explain basic facts of human nature and the psychology behind shopping. Having solid research on hand helps make our decisions easier, especially when it comes to marketing. People want to watch entertaining videos and use technology to learn more about the products they’re interested in. The trick for retailers is to go with this flow and deliver an experience that their customers will truly appreciate.

To learn more about blending digital and physical brand experiences download our whitepaper titled, Five Steps Toward Reimagining the Physical Store. 

Feature Photo: mimagephotography / Shutterstock.com