January 18 - Buy-ology

I have heard of this type of marketing. Most of the stores in the mall use this type of marketing. They have the scent of the perfumes or cologne that they sell in the store.  When you walk in the store that is the first thing that you smell.  I think that it is very effective.  When you smell that, it makes you tempted to buy it if you think it smells good.  I think that it is ethical. It is a type of manipulation, but I think that it is fine to use this as marketing.

Describe one example in which marketers ―created new solutions for busy lifestyles. What do they appeal to in people?

The Apartment store – The lay out of the store is the exact lay out of an apartment. They have everything fully functioning and they aim to get people to buy more then one thing from the store. They have everything that they need in one place. They want people to not just buy one item but buy an entire layout to a room. This appeals to people because they don’t have to go all over, this store had what they need.

How might the Grand Bazaar in Istanbul serve as a model for modern shopping malls? How does the retail chain Lush build on markets like the Grand Bazaar?

Open food stores – The colors and smells excite the senses to get people to buy the product. You need to create an experience for the people to get them to buy the product.  The customer can see the colors, and smell the products. 

Lush was trying to sell fresh cosmetics.  It set up the store to look like open food stores. He was trying to sell the product like food stores.  He made the cosmetics out of fresh products and presented the products like fresh food.   Appealing to our senses get us to buy their products.

How can stores specifically target men or women with music and aromas? Pay attention in particular to this segment, as you will need to reflect on it in class on Tuesday.

Music is becoming the norm in retail stores. The music is aimed at the type of people they want to buy their product. Supermarkets play music aim to slow you down so you buy more of the products.  Smell is now becoming more of a factor because we sense smell faster then the other senses.  It has a major influence on our behavior.  Stores can distinguish itself by using smells.  Stores can use a smell that is aimed at a certain gender. 

Discuss the use of space to encourage people to slow down, see the whole store, and to keep them inside to buy things.

The layout is designed to get you to walk around the entire store.  They use color and light to get them to focus on a certain spot in the store. They want them to see as much of the product as possible. Oasis set up seats and makeup areas to get the customers to slow down.  They want to get people to want to spend time in a place so they stay longer and will spend more money.

Note how the Forum in Las Vegas keeps shoppers inside. If you’re ever inside a casino, note that you will have a hard time finding any clocks.

They manipulate time inside the mall. They change the ceiling from day to night in an hour so that customers do not know what time it is.  People will spend hours at the mall because they do not have any idea of what time it is.  They make time seem like it is never ending.  They want to keep the customers distracted so that they stay longer.