Pull Factors in Stalls

1. Pull Factors In Stalls
Method:
To better assess where customers were specifically
drawn to, I stood at the top of the first staircase.
Using a naturalistic style of observation I could
identify the busiest booths below and was able to
determine some factors in why some booths may
have been more successful than others. I was able to
determine common elements between stalls that
seemed to attribute to the amount of visitors
attracted to specific booths.
References:
Results:
Conclusions:
A space for people to enter the stall made it so that customers could
get out of the way of others and look at the products. The accessibility
of touch provided customers a more hands on experience. Having a
larger variety of items ensures that a larger demographic will be
interested in what the shop has to offer, thus increasing visitor volume
to that specific booth. Products that are not in a run-of-the-mill shop
on the street offer a unique shopping experience. The best stalls
incorporated one or more of these pull factors. All of the stalls I
focused on were in a high traffic area and had a similar amount of
visitors walk past. The booths that incorporated these factors were able
to pull customers in and make them stop instead of just a head turn or
mild recognition. Through proper application of these factors a better
booth can be created to increase their visitor volume. The most
successful booths incorporated one or more of the elements I
identified.
Successful shops were able to provide:
• A space for people to enter their stall
• Customers able to stay out of the way of other shoppers
and spend more time at that booth
• More accessible touch and interaction with their
products
• Proven sales techniques encouraging customers to
interact with product leads to more sales (Adsavvy.org,
2014)
• A variety of items displayed without being
cluttered
• Appeal to a larger demographic
• Unique products to interest the customers
• Provide an exclusive shopping experience
Adsavvy.org, (2014). How To Sell More: Encourage Your Customers To Touch Everything — Ad Savvy. [online] Available at: http://www.adsavvy.org/
how-to-sell-more-encourage-your-customers-to-touch-everything/ [Accessed 22 Nov. 2014].
Al-Haj Mohammad, B. and Mat Som, A. (2010). An Analysis of Push and Pull Travel Motivations of Foreign Tourists to Jordan. IJBM, 5(12).
Country Living Magazine, (2014). Country Living Christmas Fair logo. [image] Available at: https://a1.lscdn.net/imgs/22a11686-9bc8-4989-9f18-
ae5f08b8136f/700_q90.jpg [Accessed 17 Nov. 2014].
Alex Casazza
ajcasazza@yahoo.com No. 140314485
Introduction:
The Country Living
Christmas Fair provides a
variety of stalls for people
to visit. The same principle
that determines why people
move from place to place
(Al-Haj Mohammad and
Mat Som, 2010) can be
applied to booths at this
show. Push and pull factors
can be used to determine
what makes a booth more
attractive to people. I chose
to evaluate the relationship
of push and pull factors
and how they effect the
amount of business a stall
attracts. With this I wanted
to be able to assess what
pull factors make one booth
more appealing than others
while identifying similar
attributes in busier stalls
that might affect their
specific visitor volume
relative to less busy stalls.
Space for customers to enter the stall
provides customers with better
opportunities to interact with employees
and products.