Involvement of the buyer is the field of marketing and rather exact science. That people willingly went to do shopping to this shop, it has to offer them something bigger, than just goods. But also the excellent mood, increase in a self-assessment, an opportunity to save that upon purchase of things from the person of a shower sang, and positive emotions burst forth. Good music, special colors and various smells for involvement of buyers are classic methods which are used practically in all supermarkets. But to differ from competitors who apply the same counters something else is necessary. A creative find which will allocate this place from a number of similar.
Let's review examples of the working and idle ways of involvement of buyers.
Creative finds which do not work
There is a number of receptions which only frighten off visitors from the sales outlet instead of attracting. Having employed the illiterate PR agent or even without resorting to the help of professionals in the field of advertizing, the owner of shop can be left without clients at all.
Examples of such unsuccessful advertizing campaigns weight: mountains of leaflets in a mailbox which go to the next refuse chute at once; the ridiculous plush hamburgers on streets distributing flyers; promoters who suggest passersby to present chocolate if those come with them into an entrance and will rise by the second floor (What for? There also you learn!); the traces of bare feet on asphalt with the inscription Behind Sneakers — Here conducting in a gate.
Similar methods of involvement of buyers not only do not work, but also create feeling of danger, vulnerability at people. Potential clients just do not understand, for what reason to them to overcome distance if they can get the same much closer. They can not learn about what in some place will be cheaper as advertizing will be ignored.
Creative finds for involvement of new buyers who work
Lucky creative find — goods piece. The owner of shop should pay dearly for it, but it is worth it. Let's give several examples.
- Address to the buyer by name. Certainly, the cashier has no such memory size to remember names of all buyers. However, the card of the regular customer which comprises such data as the visitor's surname-name-middle name can help in this case. The cashier sees information on the POS terminal and thanks for purchase of the person, calling it by name. This way perfectly works in such business how to attract the buyer and also to make him the adherent of this sales outlet.
- Among modern shops the western marketing theory of Differencial Congruence gains steam. It is in that the image of shop as much as possible corresponded to image of its target audience. That is, besides goods, shops sell also an image. The similar strategy of involvement of buyers perfectly proved in work of the shops trading in jeans, fan or, for example, fatal attributes, etc.
- Aromas for involvement of buyers. Began to smell the coffee beating from institution doors, will force you to turn the head, to stop and, perhaps, to come into coffee shop. Aroma is fresher than some pastries, reaching from the distant end of the grocery hall, will beckon you, and you surely will pass by racks with products and, perhaps, take something on the way even if did not plan. The aroma of popcorn in a cinema hall will remind what you forgot it to buy before a film session.
How to attract buyers — a question open. The final purpose of this work is in creating from ordinary visitors of adherents who will come to shop with the purpose to buy goods, but not to take a look at it.