6. WHY WE BUY - SERENDIPITY

We've all experienced it - we go out for a coffee on the weekend, just relaxed, no intention of buying anything, and then we come across something we have been looking for for a while, or a product that simply catches our imagination. There is a real pleasure that comes from this almost hedonistic activity. Savvy retailers know how to capitalise on this mood through interesting windows, cool websites, in-store demonstrations, or conversing in a non-threatening manner, not trying too hard, or merchandising the store like an 'Aladdin's Cave'. It happened to me today, and I only just managed to avoid buying the portable pizza oven 'I just had to have'. However I am sure I will be back, but in more rational mode. Check your merchandising and marketing approach to ensure you have something for the 'serendipitists' amongst us. It should be simple. Insight pays.