The Psychology of Spending Dubai Retail Scene: Subtle touches to lure customers inand make sure they spend while there. David Ndichu
Colour The stores used bold colors in the entrance that seemed to pull you inside their wide-open doorsIconic clothing Virgin Megastore store Borders Book Store Plug Ins Electronic store
Color Inside, the colors were more subdued so that items in the store seemed to stand out. Greys, blacks and browns were common for walls, ceilings and floors. Black ceilings were common giving the impression of a non-existent roof and the feeling of a far much larger space Borders Plug InsVirgin Megastore Virgin Megastore
Lighting Iconic Clothing Store Woolworths Department StoreThe merchandise was well illuminated. Spotlightsthrow beams at specific sections. The lightsseemed to shine particularly bright on expensiveitems and those on sale. Usually the ceilings weredark and the contrast with the bright lights andthe merchandise on display seemed to focus theattention even more
LabelsSun & Sands Sports Knowing peoples’ affinity to brands, major labels were prominently displayed either near the entrance or directly in the field of vision as you enter
Themes Some stores had themed areas. They provided an interesting break from theIconic monotony of the merchandise. They also seemed to create a focal point on the sales floor where people seemed to take a break and get their bearings
Screens Screens seemed to serve two purposes. Apart from the obvious advertising objective, they tended to animate the scene with the stores seemingly more energetic that they really were Virgin MegastoreIconic Iconic
FloorFloors seemed to reflect, sometimes literally, the general feel of the store.Sleek trendy outlets had shiny tiled floors. Sports gear outlets had a morerugged floor setting. The general trend carried to the walls, the ceiling and the music being played. The chic outlets played the new releases of pop and hip hop while the bookstores for instance played no music at all
Displays Expensive items and merchandise on sale were prominently displayed at eye level in either close proximity to the entrance or at the back wall opposite the entrance where customers seemed to instinctively head whenIconic Hallmark they entered the store GNC Plug Ins
Signage Virgin Megastore Sun & Sands SportsBacklit signs shone brightly againstthe backdrop. They seemed to draw you into the section especially for the larger stores
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.