The Psychology Behind a Successful Retail Shopping Experience
Follow these five tips to captivate customers and close the sale.
Creating a unique experience that caters to how customers think and behave is a science. A customer’s perception of your jewelry through the case plays a role in imagining themselves wearing it. How the senses are engaged while shopping signals a memory that might illicit a positive association between the customer and your jewelry. The natural journey throughout the showroom influences their interest levels.
By taking every little detail into your own hands, you can create a retail environment that draws customers in, encourages them to stay, prompts them to make a purchase, and inspires them to tell their friends all about it.
Follow these five tips — backed by psychological principles — that will resonate with your customers.
1. Leave a Memorable First Impression by Considering the Entrance Experience
First impressions are everything. In fact, consumers form an impression of a retail interaction within seven seconds. If you nail it, 72% of customers who have a great first impression will likely tell six or more people about it. A lot is riding on that first impression.
Consider using an open layout that allows for a clear line of sight to your most eye-catching pieces. Welcome customers with warmth and familiarity, but don’t be pushy or overly eager. Finally, make sure it’s easy to know where to go next after the entrance to easily invite those wanting to browse.
Sources: Harvard Business Review and Zoom
2. Understand the Impact of Light on Perception
In a business where sparkle and shine are the top priorities in every purchase, we simply must talk about lighting. Customers viewing products in a well-lit display perceive them to be 20% more valuable.
Use a mix of ambient, task, and accent lighting to highlight your most valuable pieces while in the case. Additionally, consider showing off certain properties that gemstones display in the sunlight near a window, such as the color-changing effects of Alexandrite or how Rubies and Emeralds almost appear to glow.
Source: The Lighting Science Group
3. Create a Comfortable Journey Throughout the Showroom
Research shows that customers will spend more time in the store if it feels intuitive and easy to navigate. In fact, did you know that 90% of customers turn right when entering a store? This area to the right of the entrance is called the Power Wall and is a great opportunity to continue the first impression. Well-designed visual merchandising can lead to customers spending 20% more time in the store.
Utilize your Power Wall to highlight your most eye-catching display. Furthermore, use focal points throughout your cases to highlight key items and encourage a natural flow through your space.
Sources: Johnson & Wales University, ShopCore, and the National Retail Federation
Custom-Designed Jewelry Displays
Create a branded jewelry display experience with Case by Case® for a visual presentation catered to your store’s needs that reflects your brand.
4. Utilize the Influence of Color on Emotions
Strategic use of color can really make a difference in customer mood and behavior. Warm colors create urgency and excitement, while cool colors evoke peace and relaxation. A proper color palette can yield results. For example, complementary colors within displays have been found to increase sales by 35%.
Experiment with a cohesive color palette that tells a visual story. Start with your brand colors and see how color can be used to elevate your shopping experience.
Sources: Great Northern and Colour Marketing Group
5. Engage the Senses
While sight is crucial, don’t underestimate the power of engaging all the senses. A retail experience that appeals to multiple senses has proven to increase sales by 17%.
Incorporate pleasant scents — like vanilla or lavender — to put customers at ease and in a comforting environment. Also, incorporate unique or memorable ways for customers to try on jewelry, such as a branded or social media-worthy background, to engage their sense of touch.
Source: Marketing Week
A Scientific Approach
Understanding the psychology behind a successful retail shopping experience can help you design a store that not only attracts customers but also encourages them to stay, explore, and buy. Experiment with various strategies and see what works best for your store.
If you ever need advice or guidance on creating an engaging retail experience, our team is happy to connect. Give us a call at 800-877-7777.
ABOUT THE AUTHOR
Taylor Dizor
Staff Writer
Taylor holds degrees in Political Science and Communication from the University of Louisiana at Lafayette as well as multiple certifications from GIA. His years in the wedding industry and love of fashion trends helps him write content for the on-trend and creative jeweler.