![]() Just imagine the cellar with winemaker stories, cheese, sausages, sampling, spiced perhaps even with verses of poems. Often the wide or/and deep assortment caters to more than one shopper’s sense: smells, tastes, flavours, words, colours … All combined create unique shopping experience. They are the excellence points of the store where people voluntarily spend more time. Only tactical soundness proved by a good combination of emotional and rational triggers is a condition for a sustainable & successful retail game.ĭestination categories serve as crucial marketing levers for increasing store footfall in a sustainable way. In short: emotional responses usually override rational ones. As behavioural economist Kahneman in his TED talk The riddle of experience vs memory says: “We choose between memories of experiences.” The richer the emotional content of a store’s mental representation, the more likely the customer will become a loyal user. Loyalty and repeat purchases – the “pull power” of the store – are increased by triggering an emotional connection to the customer. As in all relationships: without an emotional attachment price-seekers easily exit the relationship with the retailer and chosen store. ![]() Price differentiation relies heavily on rational responses. Neuromarketing reveals the reason for that. Once the promotion is completed, price-seekers simply switch to another retailer. We know how “ungrateful and opportunistic” price-sensitive shoppers can be. In saturated markets with pressing competition, both instruments are often played too heavily – eroding profitability while not really building a loyal customer base. ![]() To increase the number of visitors, retailers often leverage prices and promotions (heavy advertising included). ![]() The number of store visitors – the footfall in physical stores – is a crucial success driver of every retail business. ![]()
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