The core of the retail business is to increase sales. There are many effective tactics in achieving this goal, from offering free samples, discounts, and rewards to setting clever pricing and increasing brand exposure offline and online. Often, there is one strategy left ignored, though: regulating temperature.
The Link between Temperature and Consumer Behaviour
Indeed, many retail store owners do not pay much attention to heating and cooling when thinking about strategies for improving retail operations. It sounds too simplistic to say that having the right temperature will translate to increased sales.
While that may be true, it is because there’s a missing link in the equation: customers. The right temperature improves indoor environment, making consumers more comfortable and conditioning them for purchases.
A growing body of research confirms this. The word ‘comfort’, though, means more for researchers.
Lower Temperatures, Higher Sales
Experts say that people tend to be more interested in products when in warm environments, instead of cool rooms. The type of lighting you use can also affect the room’s temperature. This is because consumers associate low temperatures to closeness. This implies that warm environments improve not just physical, but also ‘social’ comfort.
Moreover, people are more likely to rely on others’ opinions about products when in low-temperature environments as a result of wanting to feel social intimacy. This means even though they don’t need a particular item, consumers will likely buy it if they see others’ preferences.
The study that asserted these claims involved tests to validate if indeed there’s improved product perception when people are in warm environments. In the first experiment, the researchers compared the level of consumer’s buying intentions between warm and cold days. Analysing behaviours for years, they found that more consumers bought during low-temperature days.
The second experiment involved participants reporting a maximum price they’re willing to pay for hte products they will see while using warm or cool therapeutic pads. The results showed that subjects with the warm therapeutic pad are more likely to put a higher price on the products.
The last experiment involved keeping participants in warm (78.8° F), cold (64.4° F), and test rooms (71.6° F). The researchers found that people in the low-temperature rooms were willing to pay more for most of the products shown than those in the colder rooms.
Great customer service and increased sales start with having the right atmosphere in your store. Contact us today and we’ll help in your commercial air conditioning needs.