“If money can’t buy happiness, how come often it feel so great to purchase stuff?” asks Kristin Bianco in the personal finance column at Fox News Network. Well, there’s a solution for Kristin’s question should you look for it at the best place. That place is consumer psychology. Professor Package Yarrow, professor of psychology and marketing at Golden Gate College in Bay Area, writing in Psychology Today names the great feeling that Kristin experience when purchasing stuff “retail therapy”. She states research conducted recently finds which more than 1 / 2 of Americans admit to participating in “retail therapy.”
So, whenever your customers feel lower, they’re going shopping to feel good…
Locating the pleasure of shopping
Based on the emotional look at consumer decision-making, everyone will probably affiliate deep feelings or feelings, for example pleasure, fear, love, hope, sexuality, fantasy or even a little ‘magic’, with certain purchases. Also, scientists have discovered that shopping does have people feel great. It has been reported that whenever an individual shops, the mind releases caffeine dopamine. Dopamine is related to feelings of satisfaction and pleasure and it is released whenever you face new, exciting encounters. So, exactly what do your clients purchase when they would like to have “retail therapy”?
Recent survey results indicate that engagement in retail treatments are frequently driven by factors for example monotony and periodic changes. As much as 66% of adults and 75% of teens indicate that shopping is a superb remedy for monotony, while 45% of adults says the periodic changes would be the greatest motivator to visit shopping.
In case your customers actually want to feel good, they’ll use a ‘shopping spree’. WiseGeek describes a shopping spree as “a playful” and “demon may care” attitude in one grocery shopping where a lot of money is spent. A shopping spree may be the action you are taking to begin your ‘retail therapy’. What do your clients say concerning the pleasure of shopping?
Customer insights concerning the pleasure of shopping
Here are a few commentary and comments from customer’s encounters concerning the pleasure of shopping.
“I believe the garments I purchase can make me more happy. The storage bins, the throw pillows, possibly a container of nailpolish. Even though it’s correct for any day, it does not bring me real, lasting happiness. It provides me a happy high: “I really like this latest dressssss! How cute and classy shall we be held!?” however the thrill wears off and I wish to purchase something else… ” writes Ashley in her own blog “Our Little Apartment”. The comment of Ashley props up findings from the survey made by Ebates.
Customers, sometimes, feel guilty following a shopping spree. Here are the comments on Ashley’s blog:
Ashile states: “It’s so correct that within the moment we believe buying newer and more effective it’ll make us more happy. But truly, it is just momentary happiness”.
Marta states “Everyone has wasted money and sources and time on unneeded shopping. You are aware how I actually do now? I ask myself “will i Actually need it?” “Would I return tomorrow again to purchase it?” “Could it be likely that I’ll never find this type of wonderful cloth again on the planet? Ever?” then, It’s my job to understand that I am not thinking about buying anything, and that i feel kind of liberated.”
Clients are feeling both good and bad feelings simultaneously before, after and during shopping. What will the client feels when she visits your shop?
Allowing the right atmosphere for happy shopping
Previous research has proven that customers suffer from their shopping environments which influence consumers’ emotional states and purchases. The negative feelings consumers experience prior to the shopping process are soon forgotten when consumers immerse themselves within the shopping process and begin visiting stores and analyzing the item.
It’s unlikely that the random purchase at any venue may have therapeutically value for individuals feeling lower. Their shopping experience must give them a break. Emotional customers seeking ‘retail therapy’ should go to your shop to reward themselves. There are several apparent things a store must do in order to create lasting shopping encounters for his or her customers.
Keep a variety and a number of products
Keep items that have been in ‘season’
Make certain there are always some products on promotion
Attempt to create an environment inside your shop that can make the shoppers feel good
Supply the customers with excellent, friendly service making the transactions straight forward
Let your people to see, touch, rub, put on, taste these products
Keep the shop tidy and clean whatsoever occasions
Make certain that the shop is well well-lit and there are enough cashiers in the pay points
Be a musician that put customers inside a good mood and provide them stylish bags once they take a look at
Lastly, “What exactly are customers doing when they’re feeling bored? They surf the web and perform some shopping online…
It appears hard to draw a line between ‘the pleasure of shopping’ and ‘compulsive buying’. Compulsive buying is referred to as a ‘addictive disorder’ although the pleasure of shopping is keeping our shops open. The issue that people as retailers have to ask is how to proceed when we recognize a lot of our customers as compulsive buyers? Do there exists a moral duty to warn them about this? In order to suggest help?