Martin Lindstrom: Buyology. Ostamisen anatomia.

This book, Buyology by Martin Lindstrom, is a book that is easy to read and understand and is in fact quite interesting! I have stumbled upon this book a few times but never found myself reading it. Now I figured that it's the best time ever to read it, since our task is to come up with an innovative idea of how to attrackt new and buying customers to the department store. I am now going to talk about one thing that I find especially interesting in the book, since I believe in this way of selling very strongly myself. Lindstrom tells us that we sell to the customer's sences. Our sence of sight is our biggest sence and we perceive information around us every living second that we have our eyes open. A lot of times it is the visual, what we see, that affects us the most as customers. You have to remember though that people are different, some people are very visual while others are very auditive for example. Lindstrom points out that the visual stimuli affects us a lot more and is of bigger chance to have an impact if it works together with some other stimuli, especially with our sence of hearing and smell.  

So, of course I had to test this out in our department store. I took my boyfriend with me without actually explaining why we were there and I did not ask him to make any accknowledges in beforehand what so ever. (One of the reasons I had him do this is because he fits in to one of the categories that we assume could be a potential customer group: young and urban males). Afterwards I asked him some opinions. The results were that visually the department store is not that effective, it does not give any "wow-effects" to him as a young and urban male. Quite the opposite he finds the store a bit boring, very cluttered and unorganized. The only strong smell he could smell are the womens perfumes when you walk downstairs. When I asked about the music he said that he remembers hearing some music but nothing that would have caught on his mind while walking around (usually he's the type that starts humming or stamping his foot when he hears something he likes). The output of this is that the this i an area where the department store definitely could step up their game to make a better impact on the customers. 

Have a nice weekend,

❤ Sarina