FREEDOM FOR COUPLES

Moore Park store, Monday lunch-time, a quiet day in the store which is undergoing a major merchandising re-lay, probably to reflect new seasonal stock coming in (autumn look).

It's interesting how couples shop together to reduce the perceived risk of major purchases, typically for the home. Contrast the first vignette where a woman is shopping alone - her body language is quite introspective. Now watch the second vignette - the sales assistant is engaging the woman, but he is clearly pretty disinterested, maybe a bit embarrassed by the discussion about the duvet set. In the third snippet, she asks him if he is worried, but he is leading her into the linen department. All in all different dynamics. What could the retailer do differently to reduce perceived risk for 'blokes' in this situation, or at least increase their comfort levels ? They're a tough audience.