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Visual Marketing: Do you think it is inadvertently placed, are deliberate arrangements

Do you have such experience?

I saw a very good-looking and attractive thing in the mall. I wanted to buy it, but after I bought it home, I found that I didn’t like it so much.

Rest assured, this is not a problem unique to you, it is actually a business routine.

For example, In the supermarket, usually more expensive products, or more expensive brands in the same category of goods, will be placed at the same level as your sight, just to make it easier for you to see and buy go.

Also, why do many clothing stores place the latest styles in front of the store?

It’s very simple.The new style attracts you to shop;

Secondly, when you go deeper and find a lot of discounted promotional styles, you will feel that compared to the new ones that are not discounted at the door, “Wow, it is too cost-effective”, and you immediately have the urge to buy.

There is also a very effective caution machine, which is to “overweight” near the checkout counter, that is, placing some cheap and compact products, which can reduce customers’ fatigue when they wait in line for checkout and divert their attention.

I think of one of my favorite fast-food clothing. The checkout places are lined with winding lines. There are always various colorful socks and head ropes next to where I stand. Sometimes I line them up. The team bought a few more things.

Hey, it’s all routine!

In fact, it is not only the display of goods, but the store layout of the entire mall has been carefully arranged.

When you think about shopping in a large supermarket before, and want to go to another floor to buy, the exit is always located at the bottom. You have to go through all the product display shelves to find it.

In the past, these supermarkets were always utterly inhuman, but now I know, both! Yes! Therefore! meaning! of!

I suddenly remembered that there was an effect in psychology called “Green transfer” .

When consumers stop buying specific target products, they will switch to “General Shopping Mode”.

What is “General Shopping Mode”?

Haha, it’s the state where you stroll into a certain treasure-this one also wants to buy, that one also wants to buy.

So, the strategy of the mall is to do everything possible to allow you to visit more corners of the store, stay longer in the store, and spend more money.

IKEA is a typical example.

The labyrinth-like layout inside makes you stroll around and forget what you originally wanted to buy, and then unknowingly bought a lot of things.

I can’t help but think of a sentence: the real marketing is not selling things, but guiding.

Hearing marketing: The background music you hear, is selected by all means

Have you ever thought about why you like to play background music no matter from large shopping malls to petty restaurant?

Because music to make you “buy, buy, buy” is one of the oldest marketing routines.

For example, Starbucks, most of the customers are office workers with computers, or business people negotiating for work. Therefore, the music played by Starbucks is always slow, soothing and relaxing, in order to create a more suitable work environment.

Muji, which has always been famous for its small and fresh style, prefers to use more up-to-the-moment, more concise side-by-side music, so that when you shop, you can easily and wholeheartedly enjoy yourself.

Fast fashion brand H & M likes to play dynamic electronic music and popular hotlists to promote the purchase effect of customers.

Really, every time I go to H & M myself, I listen to the rhythmic music in the fitting room, and I feel that the clothes are very chic and beautiful.

Result? Of course, everything was bought!

There are also supermarkets that particularly like to play fast-paced songs during holidays. It is also to allow customers to browse faster. To reduce crowding.

Near the snooze, some soothing and relaxing music will be rebroadcasted so that people can slow down and adjust to the state of going home.

In short, playing music in the mall is not for the good, but to mobilize your physical senses, and to generate different emotions in accordance with different themes, to better buy and buy.

Smell marketing: Let you buy more without knowing it

In addition to sight and hearing, in fact, there is also smell.

The smell of perfume is generally pervaded in shopping malls, because the fragrance can keep people happy.

In a state of pleasure and relaxation, you will naturally want to stay here longer.

Scientists at the University of London have done experiments and found:

Of all sensory memories, scent is the least likely to be forgotten.

A human nose can memorize up to 10,000 odors, and the accuracy of olfactory memory is double that of vision;

People recalled that the accuracy of the smell 1 year ago was 65%, but when they recalled the photos they had seen 3 months ago, the accuracy was only 50%.

This is because the sense of smell is an intuitive reaction, unlike vision and hearing, which requires the understanding and analysis of the brain.

Imagine that you go to the restaurant for dinner. Sometimes a dish can remind you of the taste of the dishes that your mother made when you were young?

When you eat a snack, you think of your hometown?

So when you visit the supermarket, you will always be attracted by the aromas of toast, freshly brewed coffee, and delicatessen counters. You will immediately feel hungry and you must buy something to eat.

After passing through a cosmetics store, the faint fragrance that floats out will always make you stop and look at it twice.

The most classic case is the “jump to fame” of Moutai.

In the 1915 Panama World Exposition, the national wine Moutai was coldly treated because of its simple booth.

On the last day of the judging party, the Chinese representative saw that Moutai was hopeless in judging the prize, and a sudden rush was made in anxiety.

He walked to the most lively part of the exhibition hall with a glass of wine, pretending to break the bottle and to the ground.

Suddenly, the fragrance overflowed, attracting many visitors.

The Chinese representative took the opportunity to let people taste the wine, and it became a big news in a short time. The news spread throughout the venue.

Another example is K11 Commercial Building. The whole space has its own unique taste, which is a very good vanilla smell.

It is said that K11 did a special survey. Women prefer this taste, which allows consumers to stay in the mall longer and sell more products.

In some places, such as casinos, in order to make guests stay longer, more oxygen will be input into the air, so that your brain will stay excited and not feel tired.

It’s great. I’ll bring a mask before going into the casino.

Write at the end

SayWith so much, I want to tell you: Go to the mall to buy and buy chop hands can’t stop, it’s really not your fault!

Using the method of sensory marketing, it is originally a deep insight into the characteristics of human nature, and the results are obtained through a lot of scientific analysis, and then the results are put into practical use.

So, if you see the routine, can you avoid it?

Try the following suggestions:

• Make a shopping list to make clear what you really want to buy;

• 100% follow the shopping list, do not buy it if it is not on the list;

• Set a clear shopping budget and stop buying as long as you reach the limit.
  

  However, experts also said that even if the list is listed before shopping, 43% of consumers will still be unable to control the number of delivery and continue on the journey of impulse consumption …

  Ah, let me say it myself. I just finished working on this routine manuscript and came back downstairs to find a stall selling fresh strawberries.

  Seeing the fresh red fruit dripping, and smelling the fresh fruity scent, wow, I feel like the whole person is alive, and I immediately went to buy a basket.

  This insight into human nature is really everywhere!

  Cover image from pexels