The Power of Shoppers’ Psychology

It is likely that a range of tactics are in play when you are shopping and you may not even realize.

There are always the obvious tactics like promo codes and discounts. These days a discount can be applied to almost any type of product, and discounts come in all shapes and sizes.

For example, the car rental company Budget employs a Best Price Guarantee that promises buyers they won’t find a better deal anywhere else. If they do, they get a discount equal to the difference in price. This is very effective way to keep customers and gain new ones, as shoppers all want to get a good price on whatever they’re buying.

This type of discount is a direct approach to shoppers’ psychology but there are also indirect and more subtle approaches. These indirect tactics are used to lure in customers that you might not be aware of and can be applied to both online and offline shopping.

There are two main types of shopping; conscious and unconscious.

Conscious

This is when people are very aware of what they are buying and are also aware of the money they are spending. Usually this type of shopper has a set budget, shops with a list of things they need and tends to go for quality over quantity.

Unconscious

This type of shopping usually occurs when you are out with family or friends, so you are not necessarily paying attention to the products. It can lead to buying something just because it is on sale, things that are not practical or may not necessarily be of a great quality.

These different types of shopping will always influence the customer’s behavior but there are other factors to consider too:

Colors

Different colors give different meanings or portray different emotions. For example, yellow can often grab the attention of a window shopper, pink products tend to attract women and blue gives a sense of trust and security.

Sounds and Music

33% of customers said they have lingered in a store just to finish listening to a song they have been enjoying, and the longer a customer stays in a shop, the better.

Smell

Common smells can affect shoppers, and even have the power to change an individual’s mood.

For example, peppermint and citrus makes you more alert, lavender can help you relax and floral smells tend to make individuals browse longer and spend more.