Shopping Stimuli

1. Actual Shopping
Stimuli
Group 7
Experimental Design & Analysis

2. Set 1
Men's clothing
Set 2
Women's
clothing
Image Sets

3. Overall Marketer's
Perspective
● To increase purchase conversions (number of checkouts on the website).
● To generate a buzz around the showcased items
● To highlight the Sale
● To drive shoppers toward making a purchase of the items that are few left
in stock by giving discounts.
● Extra discount is deliberately added to every T- shirt so that the consumers
find it as a good opportunity to buy and can be considered as a good deal.
● The store wants to sell most of its products at a certain price range which
is from 20-25 as anything less is not profitable to them.

4. Marketer's
Perspective
● Final Sale: Marketer is conveying that this is the BEST lowest price a shopper can get for the shown products
● Linen Collar Shirt: “Final Sale. No Returns”, Marketer wants to clear out the inventory for this shirt by pointing out “No Returns”.
Along with that, the Marketer is making space for new inventory for online display and probably In-store too, given that this
product is also available to shop in-store.
● Logo vs Pocketed T-Shirt: The marketer is trying to showcase the difference between the Logo & Pocket
● Only Discount % and Final Price are shown in Bold Red Fonts, in order to grab the shoppers' attention and persuade them to add
the items to the cart
● A zoom-in pop-up of the pocket t-shirts is shown to let the shopper know the color, details, texture and description of the material
to give the shopper a feel of in-store shopping online.

5. • To show two similar types of products with 2 variations: Variation 1 – Smocked Tank and Variation 2 - Luxe Spun Tank hence, the
shoppers can have options to buy. The fact that they're identical merchandise with one-of-a-kind colorings would make the
shopper purchase minimum one from either.
• The marketer has used models to showcase the products giving the shopper a visual imagery of the product when worn. This
helps to make quick decisions.
• Two sets of appealing deals against less appealing offer to make sure there is at least one purchase.
• The marketer has showcased the model with tank top with other similar products, For Eg. Pants that helps to visualize and make
purchase decision.
• To showcase the look and feel of the tank top, the marketer displayed the image after styling it with the products that would look
good on the top. This could encourage the shopper to make an additional purchase of the pair to go with the top.
Marketer's
Perspective

6. Overall
Shopper's
Perspective
Every product is on sale along with extra discount
applied at checkout.
Discount/Sale

7. • “Final Sale. No Returns”: As a shopper this marketing makes me think -
what if I don't like the shirt. In such a case, unless I am sure about my size
and fit, I wouldn't want to buy this as I do not have an option to return the
product.
• It will only be bought by the customers that are sure of their size and fit
since it cannot be returned.
• Its originally $49.99, about $20 more than the other T-shirts, and it is now
on sale for 50% off. As a shopper, we would prefer to get the best deal on a
more costly piece of clothing.
Slim Fit Linen Shirt
Shopper's Perspective

8. Shopper's Perspective
As a shopper, we would buy the elephant logo T-shirt. just
with an increase of $2 more, we can buy a printed Logo
T-shirt in comparison with a plain T-Shirt. Unless we are
looking for a pocketed T-shirt, we would choose a Printed
logo T-shirt for an additional $2.
Elephant Logo vs Vintage T Shirt

9. Shopper's Perspective
• The smocked tanks are more attractive to buy than the
Luxe as it has a higher discount of 40% when the base
price remains the same for all 4 products - $39.99
• Given the discount percentage as a shopper, I’ll be
motivated to shop for each of the one type - Smocked &
Luxe Spun Tops.
Discount & Price

10. Shopper's Perspective
• Being in a female shopper's shoes, we like the fact that the
Tanks are shown on models which give us a better
understanding of the product - feel, look, color, and overall
appearance.
• When comparing the images - The First three upstanding
images give us a better idea about how the product would
look lengthwise than the fourth as this particular picture
shows the model in a more relaxed posture.
Presentation of products

11. Variables (We tried..)
Discount/Sale offered on
all the products
Independent variable
Increase in sales
Dependent variable
Holiday season & brand
loyalty
Confounding variable Background variable
Stimuli: Sale + Discount
What does the shopper think after looking at the stimuli? - The shopper doesn't want to miss out on
getting a good quality product at a reduced price
Potential outcome of the stimuli: Increase in sales
Demographic - age,
gender, income,
occupation