How Store Layouts, Website, and Salespersons Influence Purchases



Identifying the factors that drive customer purchases is the Holy Grail of marketing. To be able to influence your customers, you need to know what makes them tick.


While there are several personal factors responsible for consumers purchasing decisions, external factors like store layout, website, and salesperson also play a huge role.


Store Layout and Consumer Decision

A well-designed layout can improve shopping behavior and experience. Firstly, by the principle of first impression, the store arrangement can either attract or put off customers.

Proper layout design enhances in-store traffic and point of purchase stimuli. It allows customers to spot their preferred products easily and can set off impulse buying.


Website and Purchase Decision

The business website influences about 97% of consumers’ purchasing decisions. Most shoppers already know what they want and how to find it. However, having what they want isn’t enough. You have a few seconds to show them you can offer what they are looking for.

  • Make it easier to find products or services on your website.

  • The site’s design should focus on your unique selling point.

  • Use high-quality images and persuasive content.

  • Use professional designs with clear navigations.

  • The site’s load time should be less than 3 seconds.

Salespersons and Purchase Decision

Salespersons are a critical nexus between a business and its customers. They remain in constant interaction with the buyer and can influence how they feel while shopping.

The customer’s emotional state determines their shopping decision and experience. So the salesperson should monitor their behavior and attempt to delight them.

A proficient salesperson can make a customer comfortable and loyal to the brand.

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