Pradeep’s book (The Buying Brain, 2010) is a must read. This post is the final extract on some of his findings – and it focuses on the applications of neuroscience in the retail aisle.
- The median supermarket (US) is 46,755 feet.
- The average number of items in a supermarket is 46,852.
Think about that – and what it means
I will limit commentary, and just repeat some observations. (A typical male brain approach ;-) )
- Avoid sharp corners on gondola ends (end caps) as there is a danger signal that the brain recognises sub-consciously. (Who thought OH&S could actually increase sales?)
- Evaluate EVERY touch point in your store for: findability, ease, simplicity, discovery, pleasure
- Your retail environment should closely resemble the environment in which the product will be consumed. (Remember the Hi Fi lounge?)
- Consumers that experience entertainment get emotional relief and minimises the pain of purchase. (Shoppertainment whatever happened to you?)
- Make things as simple as possible; and colour is key element in achieving this. (Ever got lost in a car park that only had letters?)
- Avoid information overload; the mind shuts down. We are neurologically primed to seek out differences and too much repetition of closely related/ similar merchandise sends the brain on a holiday.
- Focus on faces. (Can you change your shelf-talkers to include someone’s friendly mug?)
As you read through this, you will likely think that you have seen examples of all of these somewhere. Some retailers have lucked into those solutions and others arrived by experimentation.
Others will have to ask someone who knows.