Stores Use Science To Boost Sales

MIAMI (CBS4) - The big shopping days of the holiday are upon us and you can bet South Florida's malls and shopping centers are going to be packed people looking for one they want at a great price.

This year shoppers are expected to spend $447 billion on holiday gifts, decorations and entertaining.

While some savvy shoppers think they have it down to a science, it's really the stores that do.  From the music to the lights, when it comes to holiday shopping, department stores leave nothing to chance.

"Nothing is by accident at all," said John Long, an expert in the science of retail. "There's a lot of science behind what we buy and how we buy."

Secret number one – appeal to the senses.  Some stores used heated pots or pans of cinnamon to not only perfume the air with a smell of the holiday but it also triggers something in a shopper's mind that says 'I need to buy pan or baking dish or something for the kitchen'.

Secret number two – one to show, one to go.   That's where a retailer pre-wraps gifts for the customer.

"It means that you're to be in and out of the store pretty quickly.  You're shopping experience will be a simple one and a 'show and go' can increase sales up to 50 percent.

Secret number three – the end cap, or putting merchandise at the end of an aisle.

"It's a way of creating desire," said Long, adding that a well merchandised display can increase sales by up to 50 percent.

Secret number four – 'stack'm high and watch'm fly' which translates into creating a display of items from floor to ceiling.

"It does appeal to a customer.  It does catch their eye.  They wonder what's special about it.  They want to look at it and it immediately piques their curiosity," said Long.

Secret number five – the solution sale, or putting a variety of items together.  Doing it properly can increase sales by more than 100 percent.

"To create a very tempting display that gets consumers to think about buying additional pieces.  Tempting, tantalizing and making it easy, all this science really sells," said Long.

To keep from buying things you don't want, experts advise making a list and sticking to it.  Also, before you head out, make a budget and don't spend more than you planned.