Why We Buy

Question 1

What is the transition zone for a retailer?

Answer 1

Consumers enter stores quickly, need space to process the transition from outside to inside - often things placed at the entrance will be invisible to consumers.

Target utilizes dead space landing strip. Gap uses big display to help consumers transition mentally. Disruptive retailers might put deep discount right at entrance to expedite transition.

Question 2

What is the general rule about rules?

Answer 2

Either follow them or break them with gusto.

Question 3

You can’t know how much shoppers will buy until you’ve…

Answer 3

Made the shopping experience as comfortable, easy, and practical as possible.

Pfaltzgraff noticed shoppers carts were constantly full, so they replaced carts with ones 40% larger. Sales instantly increased.