Comfort Zone

摘要

The next time you go shopping, notice the length of time you spend in each store. Do you shop longer in some stores than in others? Why is that? This is a question worth analyzing for your own business, since the experts assure us that the more time people spend in a store, the more they buy. Editor Karen Ancona calls this lingering, and it's a good thing for retailers to accomodate. We all want to feel comfortable and relaxed wherever we go, to have a pleasant experience in our environment. To create that experience for their customers, stores need to appeal to the senses: Sight, Sound, Touch, Smell, and even Taste. Naturally you can't go to extremes, trying to satisfy all the senses at the same time―that could lead to sensory overload. But appealing to the senses in moderation can keep your customers shopping and make a big difference in your cash flow.