Why shoppers spend more at low-stress stores
Overcrowding in stores at Christmas leads to customer stress, frustration and less spending but a new study reveals some key tricks that could pay off for retailers.
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Low lighting, slow-tempo music, cool colours and relaxing scents help harried customers feel relaxed amid Christmas chaos, experts say.
Overcrowding in stores leads to customer stress, frustration and less money spent on products.
But tweaks to store layout and ambience can lead to customers shopping more and spending more, according to Monash University research.
Retail spending over Christmas is expected to be the lowest in six years, with bricks-and-mortar stores battling to beat online savings.
Analysis by the Monash Business School’s Australian Consumer and Retail Studies research unit shows managing crowds in shopping centres is more important than ever in this retail climate.
Seventy-one per cent of Australian shoppers still prefer visiting bricks-and-mortar shops, with online shopping comprising just 8 per cent of total retail sales in Australia.
Unit managing director Rebecca Dare says crowds “can also affect negatively the valuations of products, where shoppers are less willing to pay higher prices for certain goods in crowded situations”.
She says: “We all know visiting a crowded shopping centre can be an extremely stressful experience, particularly with the Christmas shopping season and manic Boxing Day sales”.
But she said retailers could change the dynamic so shoppers felt less rushed, anxious and frustrated.
“Food retailers that use natural lighting, slow-tempo music and a relaxing scent in their own space could help ease customers’ fears,” Dr Dare said.
“The use of ‘cool’ colours like blue and green could also deliver a place of serenity amid the chaos. It’s vital shopping centres offer a comfortable environment.”
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Study co-author Clarice Huston said perceived crowding was purely subjective, so even food courts and cinemas — which are areas designed to reduce shopper stress — could have the opposite effect.
“Retailers make an effort to provide a sanctuary amid the crowds with cafes, food and other recreational offerings, but the additional clutter of tables and chairs could heighten anxiety,” Ms Huston said.
Dr Dare said shopping centres were implementing solutions such as a quiet hour, a parents’ retreat, click-and-collect areas, better traffic flow direction and more use of natural light.