BTEC National in Business & Retail
As a further section to your P3, you are required to compare how your three retail outlets use space and psychology to influence customers to purchase. Similarities Differences Tangible techniques There are number of tangible techniques that all three chosen retailers (Topman/Topshop, Tescos and Boots) use. Such as, one of the most common and prominent ones being that all three happen to use ‘window displays’ – if we look at this more closely we can see that this will fundamentally try to reel customers in.
For example, as for Topman/Topshop use this particular type of tangible technique (window displays) to attract a great deal of potential customers from the streets. Such as, if a Topman/Topshop store was situated at the centre of a busy city like Bradford then it only seems reasonable to use windows displays as they are trying to communicate to the general public through their well-designed clothes donned on mannequins so therefore this gives the potential customers an inkling of what the designer brand clothes would look like on themselves.
And if the customer has a keen interest in the clothing product then they are more than welcome to come in and try it on in the store before making a final purchase. In addition, to this Boots are also known and recognised as having attractive window displays – for instance, Boots also try to capture most passer-by’s interest by making sure that they place any of their brand new healthcare products on the sills so everyone will be able to see what products they have in store.
For example, if boots receive any brand new perfume or toiletries products like the new Dove shampoo and conditioner – then in order to attract a lot of customer they would come to the decision of putting the newly received products on display so if any potential customer just strolling by minding their own business might see the product from the corner of their eye, and could possibly examine the product before making the final purchase. On top of this, another tangible technique that all three retailers just happen to use another useful tangible technique which uses space and psychology to influence customers to purchase is ‘mirrors’.
This is an effective way of influencing customers to buy the product and make a final purchase – for example, with Topman/Topshop their offer the opportunity to try on clothes before buying them this necessarily means that they will have already have fit in mirrors so the potential customer examining the product might feel that they have to come to an unanimous decision and certainty when testing out the product – therefore if the customer feels any satisfaction on trying on the product whereas if they don’t then they is always another clothing product they can try until the find the right one that meets their needs.
Moreover there are also more effective tangible techniques that all three retailers use such as they are ‘posters’ that are littered all around all three retailers’ (Topman/Topshop, Boots and Tesco) stores.
For example, if Topman/Topshop are situated in the city then it is vital that Topman/Topshop try to the best of their ability to attract as many customers as they can in the streets, and one effective way of accomplishing this is by littering as many posters all across the city so when there are potential customers just idly walking by, and they quickly take notice of the Topman/Topshop poster that advertises them through new trends and clothing like the ‘Aztec’ trend.
Therefore if a potential customer is quickly interested in the new Aztec trend at Topman/Topshop then as a result the customer will visit Topman/Topshop and ultimately make a final purchase. Tangible techniques The differences in using some tangible techniques like say ‘window displays’ between all three retailers is the fact that Tesco doesn’t actually use window displays when the other two retailers (Topman/Topshop and Boots) do.
This means that Tesco don’t really need to use window displays to attract customer because they already have international influence as they possess the world’s largest retail chain.
Advertising techniques I am now going to compare in-depth and in detail the advertising techniques that are used on a daily basis in all three chosen retailers (e. g. Topman/Topshop, Tesco and Asda) such as with Topman/Topshop they use a variety of advertising techniques like say for example they use mannequins to market their designer products to the potential customers that walk idly by in the street then it is entirely dependable on the act of the customer – for instance, if the customer sees the mannequin which is donned in designer clothing from the clothing retailer Topman/Topshop they will feel a strong attraction towards the product if they are interested because the mannequins shows a quick and good example of how the clothes would look on someone.
As a result, the customer might feel the temptation to buy the product if they have a keen interest in the item. On top of this, Boots uses a number of advertising techniques which the other two retailers use likewise – such as, they use window displays to attract most of their potential customers that walk by in the street because they are trying to motivate the customer to buy their items through displaying the products in the window sills.
This will instil that temptation into the passer-by’s head to purchase the healthcare product – for example, if a passer-by sees a beauty product they are immediately interested in then as a result they will walk into the store to make a final purchase. Advertising techniques
On top of this, there are also a lot of differences that all three retailers have when it comes down to advertising techniques such as particularly on the TV where the distinction is more clear as Topman/Topshop aim to advertise their designer clothing and accessories product at their viewers whereas on the other hand Boots aim their healthcare products at viewers to come and purchase. And finally Tesco is supermarket retailer meaning they will sell a number of things ranging from clothes to food to electronic appliances.
Special offers and sales I am now going to go in detail and in-depth as I can about how all three of my chosen retailers (e. g. Topman/Topshop, Boots and Tescos) uses the technique ‘special offers and sales’ to influence their customers to make a final purchase.
Such as, with Topman/Topshop they offer a number of special offers and sales to have a great effect on the customer’s decision to buy their products like on some of their product they offer 10% off on any popular and expensive products like a 45 jacket so the price tag was seem appealing to the potential to the extent they might purchase the product. As well as this, Boots also uses special offers and sale to influence their customer to buy their items such as they also use the successful method of discount offers on some of their products so it would openly seem cheaper in the customer’s eye – plus as a result the customer might spread rumours around to their close friends and family about the business’s hospitality (positive word of mouth), and therefore this will increase the footfall of the business in general.