“If money can’t buy happiness, why does it sometimes feel so good to shop for stuff?” asks Kristin Bianco in his personal finance column at Fox News Network. Well, there’s a solution for Kristin’s question if you look for it at the proper place. That place is consumer psychology.
Professor Kit Yarrow, professor of psychology and marketing at Golden Gate University in San Francisco, writing in Psychology Today names the great feeling that Kristin experience when buying stuff “retail therapy”. She says a recent study has found that quite half of Americans acknowledge engaging in “retail therapy.”
So, when your customers feel down, they are going shopping to feel better…
Finding the enjoyment of shopping
According to the emotional view of consumer decision-making, each people is probably going to associate deep feelings or emotions, like joy, fear, love, hope, sexuality, fantasy, and even a touch ‘magic’, with certain purchases. Also, scientists have found that shopping does make some people atmosphere worthy.
It has been reported that when an individual shops, the brain releases the chemical dopamine. Dopamine is linked to feelings of satisfaction and pleasure and is released once you face new, exciting experiences. So, what do your customers buy once they want to possess “retail therapy”?
Recent survey results indicate that engagement in retail therapy is usually driven by factors like boredom and seasonal changes. As many as 66% of adults and 75% of teens indicate that shopping may be a great cure for boredom, while 45% of adults revealed that seasonal changes are the most important motivator to travel shopping.
If your customers actually need to feel happy, they’re going to continue a ‘shopping spree’. WiseGeek describes a shopping spree as “a playful” and “devil may care” attitude during a single shopping trip where many money is spent. A shopping spree is that the action you’re taking to start out your ‘retail therapy’. But what do your customers say about the enjoyment of shopping?
Customer insights about the enjoyment of shopping
Here are some commentary and comments from customer’s experiences about the enjoyment of shopping.
“I think the garments I buy will make me luckier. The storage bins, the throw pillows, perhaps a bottle of nail enamel. And while it’s true for each day, it doesn’t bring me real, lasting happiness. It gives me a touch of a cheerful high: “I love these new dresses! How cute and classy am I!?” on the other hand the thrill wears off and that I want to shop for something else… ” writes Ashley in her blog “Our Little Apartment”. The comment of Ashley supports the findings of the survey done by Ebates.
Customers, occasionally, are feeling responsible after a shopping spree. Here are a number of the comments on Ashley’s blog:
Ashile says: “It is so true that within the moment we expect buying some new it’ll make us happier. But truly, it’s only momentary happiness”.
Marta says “We all have wasted money and resources and time on unneeded shopping. you recognize how I do now? I ask myself “do I actually need it?” “Would I come tomorrow again to shop for it?” “Is it likely that I’ll never find such an exquisite cloth again within the world? Ever?” then, I usually realize that I’m not getting to buy anything and that i feel kind of liberated.”
Customers are feeling both positive and negative emotions at an equivalent time before, during, and after shopping. But what is going to the customer feels when she visits your shop?
Creating the proper environment for joyful shopping
Previous studies have shown that buyers are influenced by their shopping environments which successively influence consumers’ emotional states and purchases. The negative emotions consumers experience before the shopping process are soon forgotten when consumers immerse themselves within the shopping process and begin visiting stores and examining the merchandise.
It is improbable that an unintentional purchase at any venue will have therapeutic value for people feeling down. Their shopping experience must reward them. Emotional customers seeking ‘retail therapy’ should visit your shop to reward themselves. There are some obvious things a retailer must do to make lasting shopping experiences for his or her customers.
Keep a good range and a spread of products;
Keep products that are in season;
Make sure that there are always some items on promotion;
Try to create an environment in your shop which will make the purchasers feel happy;
Provide the purchasers with excellent, friendly service and make the transactions hassle-free;
Allow your customers to ascertain, touch, rub, wear, taste, and smell the products;
Keep your shop clean and tidy in the least times;
Make sure that your shop is well well-lit which there are enough cashiers at the pay points;
Play music that put customers in a good mood and provides them stylish shopping bags once they inspect
Lastly, “What are customers doing once they are feeling bored? They surf the web and do some online shopping…
It seems problematic to draw a line between ‘the joy of shopping’ and ‘compulsive buying’. Compulsive buying is described as an ‘addictive disorder’ whilst the enjoyment of shopping is keeping our shops open. The question that we as retailers got to ask is what to try to do if we recognize a number of our customers as compulsive buyers? can we have an ethical duty to warn them about it? Or to suggest help?
Most folks will buy something to feel better when life is treating us badly. a bit of cake and cappuccino at the local cafe may be the proper therapy. Or, if you are feeling really down, a shopping spree at the upmarket mall may do the trick. Maybe you will be feeling better after shopping – however, which will be just for a brief time.
The challenges of life will probably stay an equivalent and besides, you will have less money. this text touch on consumer behavior and specifically buying behavior. Are retailers obliged to suggest help for his or her customers that shows signs of being a compulsive buyer? Or is it just good for your business?