Less Products More Buys

Colors, fragrances and product positioning
August 1, 2010 Omnibus

(from an interview with Radio SLO 1)

Question: And every color in stores has its role, isn’t that so? So, some promote hunger, some encourage courage, so does each person have a different influence on people?

Answer: Each color affects the recipient differently, but colors can not really be easily translated into effects. Let’s take a black color: for older age groups it can be strongly associated with unpleasant, negative emotions. On the other hand, the black color can be very cool for younger target groups associated with the danger, which in this case is a positive emotion. Other circumstances need to be taken into account, as well as the customer group that faces a certain color.  It’s similar with music. Classical music can encourage the purchase of wines in a particular ambience, but the same music may also act improperly in another ambient.

Question: Fragrances are also important, I suppose, at least in self-service food stores?

Answer: This is a verified, repeatedly investigated fact. The fragrance of freshly baked bread brings up associations of home, warmth, which some traders use. In Scandinavia, we have an example of the use of scents that have been distributed to the space through air conditioning, ventilation devices and thus encouraging purchases. Fragrances are processed almost completely unconsciously, so the response to customer behavior is very strong.

Question: What is the purpose of the positioning of products in the store?

Answer: Product positioning has become a true science in recent years. It is based on computer-generated sales data and from this data we can get useful information about the products that are purchased several times together – in the baskets. Of course, positioning is highly dependent on the type of goods, the type of store and the type of customer you want to attract. By positioning we have a strong influence on the behavior of buyers in the store. A well-positioned product can have 2 – 3 x more sales than the same product in a less-visited place in the store.



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