By Yiler Huang
These are the guidelines for my adjusted supermarket design
Different people might have different kinds of needs on Maslow's Hierarchy of needs. If we want to sell a product to people, we can make sure the advertisement satisfies as many needs as possible so there will be a wider variety of people who are willing to buy the product.
People usually pay more attention to things they think they need the most or more. If we put similar products together, this offers people more choice that could satisfy their needs.
If we want people to walk through the store, we need to make sure that each section has a wide variety of product so we can draw the attention of a wider range of people with different needs.
People are sensitive to movements, contrast colors, and big fonts. If we include them in the advertisements in a retail stores, it is likely that they are going to be more effective when it comes to making people pay more attention to the advertisement.
We can spread dramatic and Conspicuous commercials all around the store, so people get drawn by them and led to different parts of the supermarket.
Based on the perception process (Input, attention, organization, and interpretation), we can put rest spots or food courts inside the retail stores to make people organize and interpret shopping in the retail stores as a good and relaxing experience.
We can put rest spots such as restaurants or chairs all around the supermarket, so people can refill their strength and motivation to walk through the whole store.
In my experiment about influencing people's perception (Relationship between music and people's perception of price), it showed that music doesn't affect people's perception of price much. Therefore, it might not be a good strategy to rely on using music as advertisement if we want to influence people's perception about price. However, we can see from Research Preliminary Ideas on Experiment Design for Influencing Behavior (Ling, 2022) that scary or high-pitched music is useful when it comes to drawing people's attention.
We can use musics with high pitch or scary vibe to draw people's attention, and direct them to different parts of the store.
In a crowded space, the modeling of an action might not be strong enough to influence people in a crowded public space(According to my own experiment). Therefore, we should avoid the kind of advertising that requires a person doing something in front of the customers.
From Preliminary Ideas on Experiment Design for Influencing Behavior (Lin, 2023), it turned out that people pay attention to the kind of musics. We could apply it on the advertisement and intentionally make people look at something by playing scary or high-pitched music.
From one of the classes, we learned that we can use metaphors or repeating phrases to influence people. In other words, we can keep repeat easy-understandable metaphors in the advertisements of a product so people are more likely to make a purchase.
We can use arrows and “Here” text like what we saw in Ikea repeatedly so we can influence the route people take in the store.
From Costco, we learned that we can put similar products with different qualities and prices together to make people think one is more superior or more of a good deal. For example, Costco put products from their own brand beside similar products and make the ones from their own brands cheeper. It creates the illusion that makes people think buying things from their own brand is more of a good deal.
Like Costco, we can also put similar products with different qualities or prices in different but close-together sections so people get directed to different sections because they might want to compare the prices of the products.
From Ikea, we learned that we could put the entrance of the store very far away from the exit so people have to walk through all the sections before they leave the store.
If we put the entrance far away from the exit, people are more likely to walk through the whole store before they leave.
From the traffic observation, we learned that old people are less likely to be following any kind of instructions or policies. We should design the rules or policies in a way that old people are willing to follow, and easy for them to follow.
We can encourage old people to stay in rest spots or restaurants in the supermarket so they don't go around and cause trouble for other people.
From the Needs and Wants Research, we learned that a majority of subjects thought internet is important. Therefore, we should provide Wi-Fi in the store so we can satisfy some people's needs of internet because some customers might not have their own mobile internet.
We can set up Wi-Fi in the store and use a lot of signs on the floor, wall, ceiling etc. that tell people that there is free internet to use in the store.
I want people to walk through the whole retail stores when they are shopping.
Lin, Z. (2023, April 13). Preliminary Ideas on Experiment Design for Influencing Behavior. https://renickbell.net/middleschool/doku.php?id=students:zoey-preliminary-ideas-on-experiment-design-for-influencing-behavior