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Customer centric retailers mull strategies of color psychology
21
Jan '11
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.

Research based observational techniques have gone further in trying to understand the customer psychology. An investigation reveals that 50% of the items purchased are bought only on impulse. Retailers are using this part to entice a shopper inside their store, and make him or her to take the buying decisions.

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. Retailers decide the color scheme of their stores 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. The color of the wall, curtain, shelves, and even the floor covering are decided with care.

Softer shades are used for a relaxed feeling while darker ones are used to create an excitement, and stimulate the customers. A successful retailer should be able to bring a striking balance in between the two.

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Fibre2fashion News Desk - India

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