Art & Entertainment | Book Reviews | Education | Entertainment Video | Health | Lifestyle | Sport | Sport Video | Search

 


Christmas shopping – setting the mood and atmosphere

Christmas shopping – setting the mood and atmosphere and the specials

December 18, 2012

New Zealand retailers set a mood and atmosphere in their shops each year to make it attractive and alluring to Christmas shoppers, a University of Canterbury expert said today.

UC marketing associate professor Paul Ballantine said a key to understanding why retail stores look the way that they do at Christmas time is atmospherics.

The study of atmospherics centres around how a store environment produces specific effects in people that end up enhancing their purchase probability, he said.

``In the same way that a natural environment - such as a lake and mountains - can make people feel good, retailers have long been trying to understand how an artificial environment like a retail store can make people feel good. The rule of thumb is that people will end up spending more time and money in stores that they like.

``In the lead up to Christmas, retailers have a lot of tools at their disposal in order to create a festive mood. Certain songs and types of music are used as a reminder of the season, and what people can see is equally important.

``Linked in with this is the idea of experiential shopping, which looks at the total experience of shopping and the things which are done to make Christmas shopping an event. Department stores in particular are known for their Christmas window displays which are used to draw people in. Equally, performance groups such as choirs, or the ability for kids to meet Santa, are all things that can make shopping more of an event at this time of year.

``We also know that consumers have become jaded by what can only be described as perpetual sales. The sales promotion that ‘must end soon’ but never does, or the one that will ‘never be repeated’ but inevitably will be.

``What this does is undermine store loyalty as people are more willing to shop around and increase price sensitivity as people no longer want to lose out by paying full price. It also means that consumers anticipate when sales occur.’’

Professor Ballantine said in New Zealand, retailers have taught shoppers to only buy during the weekend as this is when the bigger sales promotions always occur. Many people preferred to receive vouchers for Christmas as it meant they could get more bang for their buck during the Boxing Day sales.

He said it was no surprise that sales seemed even more visible in terms of being a promotional tactic. Many consumers were keeping a tight financial reign on their spending, with people wanting to feel as though they were getting a good deal for their money.

``Boxing Day Sales in themselves have become an anticipated shopping ritual for people. These sales are given a lot of publicity, and they create a sense of excitement for shoppers. This is often because of the adrenalin rush caused by the feeling of being in competition with other shoppers to get the best deal.’’

ends

© Scoop Media

 
 
 
 
 
Culture Headlines | Health Headlines | Education Headlines

 

Culture: Historic Māori Portraits Travel To The Czech Republic

Image credit: Gottfried Lindauer, Wahanui Reihana Te Huatare, oil on canvas, Auckland Art Gallery Toi o Tāmaki, gift of Mr H E Partridge, 1915 More>>

Art: Something Felt, Something Shared - Enjoy

Gabrielle Amodeo, Ruby Joy Eade, Clare McLean, Kalya Ward Curated by Emma Ng May 7 – 30, 2015 Opening: Wednesday May 6, 5.30pm Strange frequencies are channelled through personal narratives and poetic placeholders in Something felt, something ... More>>

Culture: Pukeahu Park ANZAC Day Commemoration 2015

Pukeahu Park ANZAC Day Commemoration 2015 Images from New Zealand Defence Force Click for big version A bugler plays The Last Post Click for big version A View from the top of the Carillion Click for big version Faces old and young Click for big ... More>>

Television: MediaWorks Announces Dancing With The Stars Hosts

MediaWorks and BBC Worldwide ANZ are delighted to announce host Dominic Bowden alongside co-host Sharyn Casey for the hit series Dancing with the Stars. More>>

Art: World Premiere Of In Pursuit Of Venus [infected]

World Premiere of in Pursuit of Venus [infected] opens this Saturday at Auckland Art Gallery Toi o Tāmaki More>>

Fashion: The 11th ID International Emerging Designer Winner Announced

Emerging Kiwi fashion designer Steve Hall has taken out the top prize at the 11th annual iD International Emerging Designer Awards held at the Town Hall in Dunedin, New Zealand. More>>

Review: Singin’ In The Rain

Singin’ in the Rain , the wet and wonderful musical production all the way from London’s West End, officially opened at St. James Theatre in Wellington. More>>

Francis Cook: Gallipoli: The Scale Of Our War – First Look

Te Papa today allowed media access to their new exhibition Gallipoli: The Scale of Our War . The exhibition was curated with help from Weta Workshop to deliver an immersive, realistic and even disorienting experience. More>>

ALSO:

Bats Theatre: Letters From The Front Brings ANZAC Letters Alive

Inspired by centenary commemorations, improv troupe Best on Tap is producing a show based on real-life letters sent to and from New Zealand soldiers in the First World War. More>>

ALSO:

Get More From Scoop

 
 

LATEST HEADLINES

 
 
 
 
Culture
Search Scoop  
 
 
Powered by Vodafone
NZ independent news