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The secret of La Samaritaine to make its customers buy

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How to increase customer conversion in physical retail? By bringing them as close as possible to the product! This is what La Samaritaine has realized, thanks to a clever device we will reveal below. It is similar to a nudge and simplifies the customer experience subtly.

La Samaritaine’s secret way of bringing customers and products together

La Samaritaine is one of the emblematic department stores in Paris. It was reopened in June 2021 after several years of renovation for a budget of 400m€. You can find products all more exclusive than the others on 6 floors. But how to make customers succumb to the multiple temptations?

The trick used by La Samaritaine is not immediately apparent. One could even say that it comes under the heading of nudge, a scheme that aims to modify our behavior without us realizing it. The secret lies in the display of prices.

As you can see in the video above, the prices remain invisible … until you get close to the product. The label holder is a prism that only reveals the information at a certain distance.

It’s unstoppable.


The price is an element that can arouse the customer’s curiosity. La Samaritaine uses it to its advantage to increase conversion.



Why visitors to a store should be encouraged to get closer to the products

Beyond the elegance of the solution implemented by La Samaritaine, there is a real benefit for a sales outlet to reduce the distance between the object and the customer.

It is only when they get closer to a product that customers can touch it. Research shows that touching a product increases:

It is essential to create desire in an exploratory store like La Samaritaine, where people do not necessarily enter with a specific purchase in mind.


La Samaritaine Paris

Lessons to keep in mind for your marketing strategy

The buying experience is an obstacle course. You can lose the customer at every step. So you have to optimize all interactions, especially those where the salesperson is absent.

The price element is a curiosity factor that you can exploit, and the solution implemented here is particularly timely to increase the chances of conversion.

 

 


 

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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