Every time a consumer opens the newspaper or turns on the TV, news of rising unemployment and struggle economic are beaten into their heads. What’s the best feel good therapy? Shopping!
Researchers such as Paco Underhill understand shopping has an emotional element to it. Underhill, who authors “Why We Buy: The Science of Shopping” and will be a speaker at the NARMS‘s Spring Conference, has studied consumer behavior and motivations behind purchasing decisions. Underhill among others, note many consumers will shop as a therapeutic way to relieve stress.
There is nothing more stressful than being loosing your job. In a Boston Globearticle, journalist Christopher Muther talks to several consumers who felt a job loss or hit to their 401k but are still shopping. All of which noted they “felt better” shopping.
What does this mean for retailers?
Retailers can tap into the consumer need to “feel good” buy creating a soothing retail environment. Don’t make your store front a reflection of the economy outside, instead allow it to be a quick retreat for consumers to go. It;s never been more important to maintain your brand’s appearance with professionalism and superior customer service.
Definitely shopping is a therapy. I guess, not just in a bad moment… I think that in some stores, a good costumer service is missing – retailers should focus on that, so they would sell more.