Why do customers buy? How can experts accurately promote offline store transactions
2022-03-29 21:18:21 【Knowledge hall】
For offline retail shopkeepers , The question that must be considered is ： How to open a store in a limited time , Promote more transactions , Let customers complete the purchase behavior as much as possible .
But what shopkeepers most often face , But customers don't go into the store 、 Refuse the clerk's recommendation 、 Turn around and don't buy anything , This can scratch their heads .
So how to trigger the customer's “ Buy switch ” Well ？
《 Why do customers buy 》 Told us some secrets about buying behavior , Douban score in this book 8.0, Known as the Bible of retail industry in the new era , It has been popular all over the world for more than ten years .
By Underhill , Is an expert in user psychology , Lead your team in the shopping mall 、 Grocery stores track shoppers , Analyze purchase behavior and consumption psychology , Draw many conclusions that challenge people's common sense . Based on research , He set up a consulting firm , For McDonald's 、 starbucks 、 Estee Lauder 、 Citibank and many other well-known companies provide store design solutions , Promote the further growth of sales performance .
This book explains in detail how stores are arranged 、 How can advertisements be more attractive 、 How to get wandering customers to buy products outside their schedule , And the research principles behind all these techniques .
Now? , Let's go into this book , Explore the secrets of buying together .
One 、 The first reaction to entering the store is not to buy ！
The author tells us , When customers first enter the mall , Don't shop right away , It needs a middle zone as a buffer .
Although customers have entered the door of the store , But in fact, it will take a while to really enter the store .
Because in the buffer , Customers will slow down , Adjust your eyes to quickly adapt to changes in light and distance , At the same time, we began to pay attention to the information in our sight , To adapt to the new environment .
If you set up a huge shelf as soon as you enter the door 、 An enthusiastic salesman 、 A noisy place of activity , It will make customers feel uncomfortable , And create a sense of resistance .
In store , We will find that , The business of the first shop is not very good , Shoppers are still adapting to the environment , You may not look straight at the first few display cabinets when passing by . If you don't believe it, you can recall your shopping experience , Do you usually skip the first few stores after entering the door ？
So in the buffer zone at the entrance , Just give customers a certain space 、 Short and concise information , Let customers have a sense of transition .
such as , It's like entering the porch of a house , Set up a space that won't be crowded , Let customers adjust themselves .
Or use a mirror , Extend the breadth of space , Let customers transition calmly .
You can also use the automatic Hello tone 、 Gradient wall paint 、 Background information such as large commodity exhibition area , Suggest that the customer has entered the shopping space , Help them quickly switch to shopping .
Two 、 Always stand in the perspective of users
Layout techniques like this , The book lists dozens of , Each one is obtained by observing the customer's purchase behavior , It can be said that practice produces true knowledge . But the author doesn't just stay on these specific tips , He made a point , There are countless techniques that can be extended , That's it ：
Design , Not from the designer , But born in the user .
such as , We often see many shaped holes on the building block barrel , This is what designers prepare for babies to practice shape cognition . But we “ smart ” My baby , Often all the building blocks are stuffed through the biggest hole , The result is to make these designs useless .
In the supermarket , The operator assumes that customers have made shopping plans , Shopping baskets are often concentrated at the entrance . But some customers only buy one or two things , Rush into the supermarket , When you see the right goods and want to take them away together , But I can't find any shopping baskets , Can only hold things to check out in a hurry .
In the children's book area , To attract children to open books , The shopkeeper specially put some big armchairs , But ignore the children's height . and , Children prefer to sit on their parents' lap and read together , If you put some shorter benches , The effect will be better .
So , Away from the user's design , Never a good design .
such as , Designed a new poster , Instead of using projection preview in the office , It's better to print it out and put it on the spot to observe the reaction of passers-by .
such as , A good plan PPT, Don't look at yourself , You can also ask a colleague to tell him , Listen to his impressions .
such as , The storage of your own home , The first choice is not neat , It's convenient for yourself and your family .
Read here , You might say , This is user thinking , And it took a lot of trouble to write it out ？ But you need to know , It is difficult to know but easy to do , Do not personally experience , It's hard to find out what the real problem is .
3、 ... and 、 Start user thinking , Not by guessing , But by observation
All the conclusions in this book are drawn from observation , From which the author summarizes a principle ： Want to know how one thing happened , Don't delve into the results data , But back to the act itself .
Many retail enterprises like to use sales records to study customers' purchase behavior , This method has a fatal flaw , That is, it can only tell us when customers , How much did it cost , What goods did you buy ; But can't tell us , Those who didn't buy , What is the reason for leaving . Instead of studying why customers buy , Why not study why customers lose .
For example , During World War II, the military studied how to strengthen fighters to reduce the casualty rate , From the data of the fighter plane returning to the camp after being attacked , The wing is damaged more than the tail , The wings should be strengthened . But scholars think the opposite is true , Because the data only covers the fighters returning safely , And the damaged wing can still return , The tail was damaged and crashed halfway , So we should strengthen the tail .
So it looks like , The biggest factor that causes the retail industry to lose customers , It's all contained in the behavior of giving up buying . So the author set up a large number of cameras in shopping places , And hire observers to record all kinds of customer behavior , For example, I read the label several times 、 Pick up a few items , In order to study the purchase behavior of customers , A large number of behavioral research results have been obtained .
Like a double set in go , Reflect on how each move in the game is played , What does a chess player think . Then the experience gained from the resumption is in the next game , Will improve the judgment ability of each move , And then affect the final result .
So in business , Instead of worrying about poor sales performance , Think about the relationship between innovation and sales , What is the conversion rate ？ Which settings cause which behaviors , Finally, the target user gave up the purchase ？
The end of the
After reading this book , You'll find that , This book is not just about tricks , And the concept of behavioral design , And behavioral research ideas . If we look at the content of this book with the world view of martial arts novels , The layout of the store 、 Placement of billboards 、 Ingenious setting of seats , They are just weapons and tools ; Everything from the customer's point of view 、 Create a comfortable feeling for customers , It's a set of exquisite external skill moves ; And constantly observe customer behavior , From human action , Even think from human nature , Is the core internal mental skill .
Third rate experts rely on weapons , Second rate experts rely on moves , First class experts fight internal skills .
Learned all the skills in the book , It's like you've got a changing Arsenal , Can open a good store ; Recognize user thinking , Create a comfortable shopping environment for customers , Then you can manage ten stores ; To achieve greater success , You must understand the motivation behind customers' purchase behavior , Study their behavior carefully .
you , What kind of master do you want to be ？
There is an idiom called “ guests feel at home ”, Then the standard of success of offline stores , It should be done “ Guests come home ”. I hope this book will help you , Achieve “ Guests come home ”！
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