Can colors affect the mindset of the shoppers, and increase apparel sales? Retail, one of the most competitive and dynamic sector, is trying innovative, and cutting edge strategies of psychology to enhance sales.
A psychological research reveals that 50% of the items purchased are bought only on impulse. Apparel industry is driven by fierce competition, and sellers are desperate for new strategies to convince, and convert customers. Currently, retailers are adopting a new technique to allure customers, influencing their minds by applying color psychology.
Psychological variations of people:
A science of variation does exist between men and women. A survey done on decisions regarding the choice of apparels among men and women states that 65% of the men who try their apparels in the fitting room of the shop, decide to buy them, while from the feminine part it is only 25% of women who decide to buy. Likewise, a women shopping alone is likely to spend more time inside the shop browsing for apparels than a women who comes with her husband, or child. It has been observed that customers walk around the shop, the same way they drive a car. The Americans, and Indians tend to keep right, while and Australians and British keep left while entering a store.
It is on the retailers part to entice a shopper inside his store, and make him or her to take the buying decisions. Today, research based observational techniques have gone further in trying to understand the customer psychology. This strategy is fast developing, particularly in the apparel retail sector. Latest retail strategy uses colors to manipulate the customers psychology. Colors can give a positive message and encourage sales.
Color - the new retail power:
Color is a strong retail tool, because people react instinctively to it. Their sub-conscious minds are programmed to respond to color, and for the smart minded retailers, customer centric approach is the key. The retailer has to decide the color scheme of his store based on the age and sex of his target customers; men or women, is the store for teenagers, middle aged, or senior people etc.
Younger customers are enticed by the energy of vibrant and bold colors, while women prefer pink in the environment, and older people like subtle hues. Wrong choice of colors will make the retailer find customers moving away from the product. A comfortable in-store environment makes the customer feel relaxed and make them linger around the shop. This can ultimately make them take the buying decision, if also supported by persuasive front line sales staff.