Researching what makes people buy when they are shopping was pretty repetitive. and some of which I see on a daily basis, working in retail myself. The main points that I found people have a lot of experience on is merchandising products, and what point of sale entices the customers into the store.
According to Brian Wansink, PhD, author of Marketing Nutrition (University of Illinois Press, 2007) placing the main products that you want to sell in the first two isles of your store (or at the front) is where customers are more likely to notice them, as people tend to walk more slowly around these areas, taking more notice of what is on display. Wansink also states that putting products together that compliment each other; like in most stores, makes people buy additional items.
E.G:
'For instance, if you want to sell a specific tortilla chip, put it next to salsa. Grocery stores in Denmark frequently use displays to promote two items—a primary and a secondary, such as salmon and a food that complements the fish.'
Therefor displaying items in the body shop need to be well thought out, they need to compliment each other and main products need to be placed in the main landing zones of the shop.
Another article that I have read states that consumers tend to ignore anything that isn't in their path or in their eye line, and has come to the conclusion that IKEA stores tackle this in a fun and carefree way. By leading their customers on a journey through their store by a designated path, with only a few through ways along the journey.
With this in mind when designing the layout of the Beverley body shop, although a small space, we need to make sure that a journey for our customers to shop through is created using clever marketing techniques and use of space.
