Posts Tagged ‘Buyology’

Fast Company: How Whole Foods “Primes” You To Shop

steveparkhurst | September 16, 2011 in Advertising,Branding,Promotional,Visual | Comments (0)

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Fast Company has a great article by Martin Lindstrom, author of Buyology and Brandwashed, about the power of in-store advertising that we don’t even see as actual advertising. In this case, Lindstrom looks at Whole Foods and he begins tearing down many myths. It’s a fascinating story.

From Fast Company:

In my new book Brandwashed, I explore the many strategies retailers use to encourage us to spend more than we need to–more than we intend to. Without a shadow of doubt, Whole Foods leads the pack in consumer priming.

Let’s pay a visit to Whole Foods’ splendid Columbus Circle store in New York City. As you descend the escalator you enter the realm of a freshly cut flowers. These are what advertisers call “symbolics”–unconscious suggestions. In this case, letting us know that what’s before us is bursting with freshness.

Flowers, as everyone knows, are among the freshest, most perishable objects on earth. Which is why fresh flowers are placed right up front–to “prime” us to think of freshness the moment we enter the store. Consider the opposite–what if we entered the store and were greeted with stacks of canned tuna and plastic flowers? Having been primed at the outset, we continue to carry that association, albeit subconsciously, with us as we shop.

Read the entire Martin Lindstrom article here.