Flow Shoppers into Extra Purchases

During some of my time in graduate school at Stanford University, I studied at the Laboratory of Hypnosis Research under the leadership of Prof. Ernest Hilgard. I explored hypnosis as a state in which a person flows through experiences without distractions from doubts.
     Shoppers in a flow state buy more merchandise, and more merchandise sales result in higher profitability. Therefore, the nature of the flow state should be of interest to you, retailer.
     Seminal research at University of Chicago identified these characteristics of the flow state:

• Highly focused attention, so the shopper is less likely to go back-and-forth about making purchases
• Playfulness, so willing to try out new products and new brands
• Enjoyment of activities for the experience of the activity, so a hesitation to stop shopping once shopping in the flow state
• A distorted sense of time in a way that makes a shopper less concerned about how long the shopping trip will take

     Another characteristic of the flow state is that the shopper feels that they have the skills to handle any difficulties. This is true even when there are substantial difficulties. The person in a flow state feels in control, even if they are not.
     This opens up possibilities for abuse of the flow state by unscrupulous retailers. I'd never suggest to a retailer that they refuse to sell an item to a customer when the retailer suspects the person is in a flow state or has a compulsive buying disorder. But I would suggest that you and your staff refrain from sales pressure on customers who seem to be struggling to keep from buying more.
     Keeping those cautions in mind, here are two research-based techniques for encouraging a flow state:

• A website or bricks-and-mortar store design that is easy to navigate. On a website, this means very smooth transitions from the search through the selection through the purchase and payment. In a store, this means a clear path from the point of entry to allowing the shopper to navigate around the perimeter of the shopping area to swooping in to make selections to natural paths for checkout.
• Background music without lyrics. Researchers at Columbia University and Northwestern University find that music at just-noticeable levels helps head off arguments shoppers might make to themselves about the purchase. Music with lyrics or music that is loud or highly rhythmic can disrupt the flow state.

For your profitability: Sell Well: What Really Moves Your Shoppers

Click below for more:
Deal with Compulsive Shopping Disorder
Balloon Your Profitability with Music