Avionics News June 2016 - 64
series
BUSINESS BASICS
B Y
G R E G
L A S L O
Space for buying
Understanding the psychology of the shopping environment
C
onsider the flooring effect.
When customers look at products such as
your flooring surface -hard tile or soft carpet -
they may change how they perceive the products they're
exploring.
So imagine you have a hot prospect with a credit card
in hand who's interested in a new headset. When he's
standing a medium distance away and can see the product
but can't see details, he may associate the product with the
sensation of the surface he's standing on. If it's the plush
carpet, he'll likely think soft and comfortable.
But up close and personal - where he can focus on the
details - he probably contrasts the flooring sensation to the
product. Here, think tile instead of carpet. The result? Still,
soft and comfy.
Sound silly? Maybe, but this is one example
of what you might want to consider as
you look about your avionics shop. This
is the kind of intelligence you can
glean from current research on what
happens within the four walls of a
business. As it turns out, there's a lot
of that work going on, all part of a
field called "atmospherics."
While it comprises a wide range
of topics, from the built space to
merchandising to consumer behavior, the
crux of atmospherics is this: Environmental
factors have predictable effects on how
64
avionics news
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june
2016
your customers mentally interact with you. When you
understand them, you can work smarter, not harder, to steer
customers toward purchasing decisions.
Certainly, some of it you've heard - for example, fastfood restaurants use bright colors and lots of light to appear
inviting for customers to enter, then hard chairs to keep
them from staying too long. And some you've probably
always assumed, such as Christmas music inspiring
shoppers to buy more during the holidays. In both cases, it's
all about trying to shape a customer's behavior so they do
what you want, which apparently isn't all that difficult.
"So much is happening at the unconscious level,"
said Joan Meyers-Levy, a professor of marketing at the
University of Minnesota. "It's not that we're rationally
and logically thinking about these things; they're just
associations that get activated."
The biggest lesson is that everything the
customer sees, smells, hears and thinks in
your avionics shop affects his experience.
So it's worth taking a look at some
samples, which ought to make you
think deeper about how you do
things.
"These things are very subtle,"
Meyers-Levy said. "Even those
decisions you're making without
thinking are perhaps affecting
consumers' perceptions of your
products."
Table of Contents for the Digital Edition of Avionics News June 2016
No label
Avionics News June 2016 - Intro
Avionics News June 2016 - Cover1
Avionics News June 2016 - Cover2
Avionics News June 2016 - No label
Avionics News June 2016 - 2
Avionics News June 2016 - 3
Avionics News June 2016 - 4
Avionics News June 2016 - 5
Avionics News June 2016 - 6
Avionics News June 2016 - 7
Avionics News June 2016 - 8
Avionics News June 2016 - 9
Avionics News June 2016 - 10
Avionics News June 2016 - 11
Avionics News June 2016 - 12
Avionics News June 2016 - 13
Avionics News June 2016 - 14
Avionics News June 2016 - 15
Avionics News June 2016 - 16
Avionics News June 2016 - 17
Avionics News June 2016 - 18
Avionics News June 2016 - 19
Avionics News June 2016 - 20
Avionics News June 2016 - 21
Avionics News June 2016 - 22
Avionics News June 2016 - 23
Avionics News June 2016 - 24
Avionics News June 2016 - 25
Avionics News June 2016 - 26
Avionics News June 2016 - 27
Avionics News June 2016 - 28
Avionics News June 2016 - 29
Avionics News June 2016 - 30
Avionics News June 2016 - 31
Avionics News June 2016 - 32
Avionics News June 2016 - 33
Avionics News June 2016 - 34
Avionics News June 2016 - 35
Avionics News June 2016 - 36
Avionics News June 2016 - 37
Avionics News June 2016 - 38
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Avionics News June 2016 - 40
Avionics News June 2016 - 41
Avionics News June 2016 - 42
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Avionics News June 2016 - 60
Avionics News June 2016 - 61
Avionics News June 2016 - 62
Avionics News June 2016 - 63
Avionics News June 2016 - 64
Avionics News June 2016 - 65
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Avionics News June 2016 - 67
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Avionics News June 2016 - 70
Avionics News June 2016 - 71
Avionics News June 2016 - 72
Avionics News June 2016 - Cover3
Avionics News June 2016 - Cover4
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