Difference between shopping for fun and doing the shopping for necessity

1. ARE YOU PAYING
ATTENTION?
ARE MY SENSES
PAYING ATTENTION?

2. Shopping can be
about:
Purpose
The Senses

3. But first of all……

4. It’s about how we use the word
“shopping”?
**The Shopping** = purpose
Shopping = the senses

5. **The Shopping** = necessity
Shopping = experience

6. **The Shopping** needs little
attention from marketers
Because

7. Only some senses are used when doing
**THE SHOPPING**:
Sight
Touch
(Used to assess basic functionality and
cost of goods.)

8. (Annoyance indicators = don’t
shop, leave now)
Hearing – invasive music
Room temperature - no air flow

9. Visual Impact has NO place in
**The** Shopping Excursion
We ignore
Signage
Window display
In-shop display
Lighting
Flooring
Layout of aisles
Colour scheme
Staff dress and behaviour

10. Critical Factors in **The** Shopping
Excursion
cost
Choice of store
Location
Ease of access
Familiarity with layout
Familiarity with brands
Familiarity with cost
Familiarity with patterns of customers – busy
times

11. Boring
Boring
Boring
Boring
But necessary – buying functional,
utilitarian goods eg food, underwear,
socks

12. Critical use of senses when
SHOPPING:
Sight, sound, touch, taste, hearing, room
temperature
in the most positive way

13. Shopping is an experience – all senses are
vital to the ambience created which brings the
repeat customer and the customer who tells
others…..
colour scheme
window display
style
use of space
smell/odour/perfume
sound
temperature
tactile experience provided
goods can be tried/tested
sales staff – appearance, manner

14. MESSAGE for marketers:
Aim to change **THE SHOPPING** into an
experience so as to
• gain repeat customers, customers who stay
longer in your shop because of the
ambience and the delight to their senses.
• Gain customers who tell others about your
great shop.