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Assignment 2: Why We Buy

There were many things that captured my attention in the assigned chapters. One of the first was how many stores were calculating their conversion rate (the percentage of people who entered the store and actually bought something) by simply counting the number of people that came in, and how many people bought something. Not only did they have inaccurate information, but they also didn’t know how to draw conclusions from their data. Their information was inaccurate because they were not taking into consideration how many people came in groups. The example used was a family of four walking into an electronics store and buying one flat screen TV. It is extremely unlikely that all four of them were going to buy a flat screen TV, they were simply going with one person to buy one item. One of the main topics covered in this chapter is time that a customer spends shopping. It has been proven time and time again that the more time a shopper spends in the store, generally the more they buy. The placement of the products and the layout of the store greatly influences how much time a customer will spend in the store. This is not always true however. If the placement of an item is so bad that the customer cannot find it, they will become aggravated and leave. Even though the customer spent a lot of time in the store, since the layout of the store was so terrible, they gave up and left without buying anything. The best example from the reading was of the superstore STAPLES. They had shelves as much as fifteen feet high and almost no organization of the layout. It was so bad that there were customers that couldn’t even find where the printing paper was stacked! The author proposed to Staples an “arena” layout which had the isles in the middle of the store lower, and would increase in height towards the perimeter. This made it much easier for customers to find what they’re looking for and make a purchase. My personal favorite chapter of this reading was “The Twilight Zone”. This chapter talked about the “landing strip” of a store. The landing strip is the front of the inside of the store as soon as you go through the entrance. The author referred to this area as the “diffusion zone”. This is where the customer adjusts from outside the store to inside the store. I have actually seen this in my own experience as a manager at Wendy’s. Customers would enter through the entrance, and “diffuse” after entering looking at displays and menus while taking off their jackets. Wendy’s would always put a big display of whatever new product they were trying to promote in the lobby between the two entrances. A good example of what not to do was given in the book. The example was regarding Burger King. In the 80’s, Burger King tried launching a new salad bar. In efforts to promote this, they changed their entrances into exits and their exits into entrances. This was to make the customer walk up to the old entrance, see the salad bar through the window, and go around to the new entrance which would make them walk right past the salad bar in hopes that they would buy a salad. In reality, what really happened was that the customer would walk up to the old entrance, not be able to enter, get frustrated while trying to find the new entrance, and storm straight past the salad bar. Another good example of misuse of the landing strip was when Kmart put an electronic store search tool right by the entrances. It sounded like a good idea so people would not leave from not being able to find what they are looking for. What really happened was that customers would rush right past it in efforts of preventing a backup of people behind them trying to enter the store. I am glad that we are reading this book because I have already gained a lot of useful information that I plan on using in the future.

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