It is no secret that good customer service can mean the difference between a customer making a purchase or leaving a store empty handed. However, research just being published indicates that how a customer feels emotionally can affect both the desire to make a purchase and how much a customer is willing to pay. According to a May 15 story, "The Neuroscience of Retailing," in the Wall Street Journal (click here to read), researchers have discovered that the brain releases chemicals such as dopamine or serotonin when a shopper sees a new product that gets them excited, encounters a display that is eye-catching, or interacts with a sales clerk who is particularly friendly or helpful.
SNEWS® View: What this should say to every retailer is that how your store looks, how your product is merchandised, how your sales staff interacts with the customer is critical to ensuring you are not only able to make a sale, but make a sale that is less influenced by price and more influenced by how you made the customer feel. Cluttered racks, dusty displays, surly or unhelpful staff, dirty floors and carpets, poor lighting…think about it. The extra effort to make a customer feel as if he or she is entering a fun and special place for them might just mean more margin dollars in your pocket.