上周末去商场看到这样一个场景：
一位妇女带着两个女儿走进一个服装店，店铺很“聪明”地在门口放了一系列打折很厉害的衣服，女儿指着不可思议的价钱对妈妈说：“这件衣服只要 $2.99？？”，妈妈及时兴奋起来，“快，看看还有什么便宜的”…20分钟后，只见三人无奈和失望的走出了商店，手里空空，并没有买任何商品….
从这里想到了这样几个问题：
- 利用合理的营销手段，的确可以激励消费者的购物行为；
- 商场内的情感布局设计，有时也能取得满意的营销效果；
- 如果激励与消费期望产生差距的时候，受损的还是品牌本身；
- 激励的目的是引导，不要低估消费者的判断，也不要高估自己的营销手段，切实的为消费者考虑才能获得应有的回报；
对于最后一点也想引用一下guuui 里这篇文章提到的一段话：
A pleasant surprise to me was that the art of making shoppers buy is not as much about seducing or bullying customers. It’s more about usability: How to remove obstacles, how to help people find what they are looking for and how to make shopping more convenient and pleasant. This proves that usability isn’t merely a nice-to-have – it’s a business critical investment.
> 英语有限，只能大致翻译一下 “让我惊喜的，促销艺术不应是引诱和威逼，而更多的应该是考虑可用性本身：比如如何移除障碍；如何帮助顾客找到他们想找的；如何让购物过程更方便、更喜悦。这也证明了可用性不仅仅是可有可无，它更应该是一项具有商业决定性的投资”
这里也给感兴趣的朋友介绍一本书 -“Why We Buy”
Why We Buy: The Science Of Shopping (Paperback)
by Paco Underhill (Author) “Comfortable shoes, the American commercial camouflage uniform-khaki pants, olive polo shirt, no aftershave and good, thick,
———————
我们知道商场促销手段有很多，但所能“看到”的促销方式大多体现在直接的价格优惠，而事实呢？还有很多方式来提高商场的销售：比如，
- 在商场内设置免费儿童托管乐园-IKEA;
- 商场内设餐厅-IKEA;
- 结帐通道两边的促销小商品-walmart;
- 食品试馋-costco;
- 产品培训-SONY数码工作坊;
- 还有就是商场播放的背景音乐
对背景音乐效果特意搜索了一下，发现一个有趣的调查结果：
Research shows that music boosts employee productivity and morale. And selecting the right music will keep customers in a store longer.
- US Small Business Administration
也就是说，合理的选取适当的场景音乐，一个方面可以有效的提高用户的持久关注力-甚至继续探索的好奇（生怕错过一些好的商品）；另一个角度也可以提高工作人员的工作激情，销售人员热情细致的工作态度对自己品牌是一个帮助，更可以快速地帮助顾客寻找到他们需要的商品。听起来有点“可怕”，但是细致的考虑，会比很多高金额投入的项目促销来得事半功倍一些。
下面是更多其他公司提高的调查结果：
Research has shown that stress hormone levels can be reduced by as much as 41% by listening to music with an upbeat tempo.
- Stress Busters Calendar, Workman Publishing
91% of shoppers said music affected their behavior. 86% of shoppers said music adds to a store’s atmosphere.
- Music Choice
During an average radio hour, your customers can hear 15 to 18 advertisements, some even from your competition. 20 minutes, or 33%, of each radio hour contains ads, DJs, contest announcements and/or news.
- Music Choice
You could be losing over 40 hours of productivity per employee per year if they spend just 10 minutes each day listening to and discussing the ads, news, DJs, and contests they hear on the radio.
- Music Choice
One restaurant study showed that slow tempo music increased per dinner party bar sales 40.9%, and that diners lingered 24% longer when slow tempo music played.
- Gallup Organization Survey
A study showed that workers who listened to their favorite music improved their job performance and productivity by 10%.
- Men’s Health
33% of shoppers cited that music played in a store influenced their decision to make a purchase.
- Gallup Organization Survey
Grocery store profits increased 38% when the sound system played slow-tempo easy-listening music. According to Ronald Milliman, Professor of Marketing at WKU, “Music works to slow your pace through the store, and it even slows your eye movements, so you spend more time looking at products.”
- Western Kentucky University
A test titled “The Influence of Background Music on Restaurant Patrons” showed sales increased 11.6% when up-tempo music was played during lunch; they increased 15.7% when slower tempo music was played during dinner.
- Restaurant Management Magazine
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