That Colour Green!

Musings from Dennis #13: The Takashimaya men’s buyer in charge of the upcoming Golf Fair and I discussed our game plan for his upcoming 10,000sqft golf sales event at the basement of the department store. How nice to re-create some of that green by installing grass-green carpeting across the entire floorplan, even cutting a sassy “GOLF FAIR” copy into the carpet, how cool it would be? After all we had good offers, price-offs and discounts and even a virtual golf driving range to create interest. It would just drive sales further! But a few days into the sale, we noticed that sales were not as expected and we decided to investigate. Overlooking this Basement 2 event hall from a floor above, we leaned over the parapet and spent a good 30 minutes to observe. Oh no, customers were entering the sales area in droves, but once they hit the green carpet, their pace began to slow down as if they had entered a garden and began to stroll! We noticed no urgency to make purchases and many strolled out! Little did we realise until then that shopping is psychological and customers are influenced by a variety of factors to help them make that purchase (mostly on impulse). That’s it, from now on it is red carpeting preferred (creates a sense of urgency and importance). Use green carpeting for your events at your own sales risk, folks!