Alan O’Neill, a retail expert with Kara Change Management that assists in creating over department stores, said beauty manufacturers are on top of the most recent trends, leaving nothing to chance. O’Neill said everything was placed meticulously. Therefore, with some insider knowledge and dealer tricks, buying beauty products does not have to be expensive or frightening.
Tanith Carey provides consumers with the many marketing plays which cause people to spend more money on products they may or may not really need or want.
8 Marketing Ploys That Result In More Money Being Spent On Cosmetic Products
Lighting To Make an Illusion Of Younger Appearance
Many department stores have strip light that is often high in the ceiling. And, the end results lead to shoppers’ complexions which have a blue or greenish tinge. Beauty sections have installed transparent white lights that enable consumers to find the makeup tones and colour they want and make them look attractive. LED bulb lamps provide a pure light and create a customized, romantic setting.
Visual Thinking MD Karl McKeever stated LED lights provide individuals with a more youthful, picture studio-look.
Vibrant in color lipsticks are usually put on counters and front of screens to lure customers into purchasing more.
McKeever said it’s very similar to sweets from the supermarket. Lipsticks are considered an impulse purchase. He said it’s very similar to how supermarkets use fresh produce to demonstrate their qualifications for quality. McKeever said putting glosses and lipsticks in the front is one surefire way for retailers to demonstrate newness.
Goodies Sold In Threes
Most individuals don’t leave a cosmetics counter with only 1 makeup product in their own bag. And, it is not just because women believe they must spend a copious quantity of money when they take a look at the beauty counter.
O’Neill said three is the magic number and the team’s objective is to market products in three. He said three is a sensible number since it doesn’t make the consumer feel like they have overbought or overspent. O’Neill stated the staff was trained to upsell customers to purchase more. Consequently, if a person is going into just purchase lipstick, then the staff will try selling them a lip liner also. If a man or woman is on the market for lashes, then they might require eyeliner.
No Prices On Merchandise
Cosmetics are regarded among the most costly products girls will have to buy. And, the higher the price is, the smaller its tag will be. Prices are usually not seen on cosmetic counter tops, which means people will need to choose the item up to find out or ask someone to assist them. Many consumers, for any reason, feel that this is the time they must buy the product.
Consumers do not often see money-off vouchers because they believe the high prices are evidence that the items are powerful.
Sales aren’t the only ones that come in threes — screens also do. When a client looks up, they see the expensive bottles lined up in threes. According to McKeever, this triangular equilibrium is extremely powerful. It plays on the notion that the eye goes directly to the middle. The tallest products go in the center (usually more expensive) and the smaller, cheaper products to create the more expensive look appealing.
Giving Away Samples
Cosmetic companies spend millions of dollars each year to give out free cosmetic samples — typically through giveaway or testers found on counters. They do this because an individual’s sense of touch or smell will trigger a reaction that leads them to obtain a product.
O’Neil said the senses like smell and touch — induce consumer behaviours. If someone test drives a car, they are 60 percent more likely to purchase that vehicle. This amount is much higher when it comes to beauty. People today feel duties if the team there is useful.
Smart Positioning Of Products
For the longest time, makeup counters have been found at the entry of department stores. Initially, it was done out of practicality. O’Neill said the perfume counters were in the front since it knocked out the scents of the external world.
Today, cosmetic counters at front create an alluring atmosphere. In actuality, the makeup section of a shop tends to be the most rewarding — usually making up 15 percent of its annual business. Therefore, the reason they are still in the front of a shop.
Staff Wearing White Clothing
It’s important to be aware that decorative staff is usually holding perfume bottles, ready to spray on a consumer whenever they could. And, it’s not surprising that people are dodging these people left and right. Keep in mind they can not stand at the back waiting for people to come along… that they need to mingle and try hooking in clients with a sales strategy called recruitment. Once at the counter, beauty businesses reposition them as advisers or attractiveness tutors.
In terms of the white clothing, it is done to make them appear as though they’re dermatologists prescribing makeup and other goods… not only selling them.
To find out more about how to market makeup and makeup, or to figure out how ConnectPOS’s POS systems can increase the success of your company, contact us now!
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