Shopping experience: key to selling and loyalty

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Merchandising is the part of marketing that will optimize the placement of the articles in the shopping areas to facilitate and encourage the act of purchase.

The cash and carry type surfaces, the placement of items is critical to business success. Neuromarketing aims to measure the reaction of buyers in various commercial distributions to deduce, so what is the best.

In this case EEG is often used in combination with eye-tracking. The second tracks the eye movement, while the first measure which areas are activated in the brain of the potential buyer.

So with the union of these two techniques, we know what happens at the buyer's mind when looking at a particular location.

Of course, everyone is different. Make a study of this type with a single individual implies that the findings may not apply to an entire market. So choose a representative sample of the target remains key in such studies.

It is also important, get the person who participated in the test to behave naturally. That is, their behavior does not influence the knowledge that is participating in a test. This is one of the biggest challenges currently for neuromarketing. Changes are needed to improve both the systems used as in the protocols.

However, despite the difficulties discussed above, we are now able to offer studies whose findings are closer to reality than those obtained without the use of neuromarketing, thanks to a combination of techniques that I mentioned above.

But only not the location of items affect sales. Also the environment. Currently there is a trend of neuromarketing study with the combination of product placement, lighting and music retail space at the point of sale.

The current marketing attempts to reach the customer through every way possible. Thanks to these studies, conclusions are obtained as follows:

- Lighting plays a key role. So the same product, in the same location, has become more attractive if the light incident on the area where it is located. Not directly about the product. Playing with lighting can get that cold areas cease to be and become hot.

- Music influences act of purchasing. So there are musical styles that help sell products. Maintaining placement and lighting and changing the music, we see how we tend to buy certain products as we are hearing.

Placement is important, yes, but not the only thing that must be taken into account to ensure that the client live shopping experience. To this we must combine music, lighting and corporate values. Also flavors.

In next post will deal with more depth how to combine these elements, including other flavorings, to get buyers to live a unique shopping experience.

Is it possible to differentiate exactly selling the same products than the competition?. Of course it can. If we can get our customers a unique experience with the purchase, they will come to us attracted to it. The shopping experience is even more important than the product itself. The same product can be sold elsewhere, but what the buyer lives in our facilities is unique and characteristic of ours, for better or for worse.

Designing a proper shopping experience to our target and succeed still selling as well as others, are two roads that run parallel.