Die geheimen Tricks der Shopping-Malls: So wirst du zum Kauf verführt — Transcript

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1. 0:02There are over 500 shopping centers in
2. 0:04Germany inviting us to shop. Covering
3. 0:08more than 17 million square meters.
4. 0:11They cleverly seduce us into buying
5. 0:13clothes, food, books, knick-knacks, or
6. 0:15drugstore items. Retailers use many
7. 0:19psychological and neuroscientific
8. 0:23tactics to increase our spending.
9. 0:26How exactly do they do that, and why is
10. 0:28every shopping mall built the same way?
11. 0:32How is it possible that we always buy
12. 0:34more than we planned?
13. 0:36The customer is a shy deer; the goal is
14. 0:39to delight and retain them, doing
15. 0:41everything to make them feel
16. 0:42comfortable and leave behind what
17. 0:44doesn't.
18. 0:46What does that mean? Let’s take a
19. 0:47look at Berlin's largest mall, the
20. 0:49Gropius Passagen. We’re conducting an
21. 0:51experiment here. We asked different
22. 0:53people if we could observe them while
23. 0:55they shop.
24. 0:57I'll stick with what I know.
25. 1:00What do you want to buy, and what will
26. 1:02you go home with?
27. 1:04That’s a success, isn’t it? Our
28. 1:07first shoppers, Jonas and Rosa, are in
29. 1:09their mid-20s and study in Berlin.
30. 1:13I’ve thought about a few things I’d
31. 1:15like to have. That includes sandals.
32. 1:17Maybe a nice summer dress or something
33. 1:19like that. Fun items you can take to
34. 1:22the lake, or an air mattress. Yes,
35. 1:24things like that.
36. 1:26Jonas has nothing on his shopping list.
37. 1:28Will he buy something anyway? They get
38. 1:31body cams so we can see their shopping
39. 1:32experience from their perspective.
40. 1:38Rosa considers herself a mall expert
41. 1:40and used to spend a lot of time there
42. 1:43with friends.
43. 1:48Now we’re looking for Dean.
44. 1:51Want to go in?
45. 1:52Yes.
46. 1:53Okay.
47. 1:54Our second shopper, Stefan. He needs
48. 1:57bicycle lights.
49. 2:00Well, I actually have a goal because I
50. 2:03know exactly what I need, and that’s
51. 2:05why I’m coming. I don’t just head
52. 2:08out to the mall to wander around;
53. 2:09that’s not my thing at all. It’s
54. 2:12more like: okay, I need this, and I
55. 2:14want to get it today. So, let’s see.
56. 2:16Stefan heads purposefully into the
57. 2:18first store. We’ll see how successful
58. 2:21his shopping trip is at the end. Small
59. 2:23spoiler: it won’t be bicycle lights.
60. 2:28Outside the mall is our last shopping
61. 2:30group: Igor with his children, Leon and
62. 2:33Caddy. Dad wants to finish the weekly
63. 2:36drugstore run, buy phone credit, and
64. 2:38get some socks. Caddy wants a T-shirt
65. 2:42and pants, and Leon needs a gift for a
66. 2:44friend. The family quickly enters the
67. 2:46shopping center and immediately
68. 2:48encounters our Shopping Mall Secret
69. 2:50Number 1. Because the escalator ensures
70. 2:53that we slow down. Turnstiles or
71. 2:55sliding doors have the exact same
72. 2:57effect. The reason is, we should get
73. 3:00into strolling mode. Professor Dr.
74. 3:05Peter Kenning from the University of
75. 3:07Düsseldorf can confirm this. He is a
76. 3:10marketing scientist.
77. 3:12I believe for many people, a visit to a
78. 3:14shopping mall is a kind of short
79. 3:16vacation. You can switch off, and you
80. 3:18enter a completely different world.
81. 3:20It’s different from being out on a
82. 3:22hectic shopping street, where the pace
83. 3:25is perhaps much faster, where others
84. 3:27pull me along, and where other stimuli
85. 3:29like rain might play a role.
86. 3:33Bad weather, traffic, or noise don’t
87. 3:34exist in the shopping mall cosmos. That
88. 3:38has to do with secret number two: the
89. 3:40glass dome effect. The temperature is
90. 3:42always 21 degrees Celsius. There are no
91. 3:45clocks to be seen. There is a feel-good
92. 3:48atmosphere. Does this affect the
93. 3:50behavior of our shoppers? Stefan, Jonas
94. 3:54, and Rosa are still bagless, even
95. 3:55though the little horse was considered
96. 3:57on the way to the sandals.
97. 4:01I like the store, but unfortunately,
98. 4:03the selection was limited.
99. 4:05Let's say we go this way.
100. 4:07Yes.
101. 4:08Which path we take through a mall can
102. 4:10be steered by a variety of things.
103. 4:13Light plays a major role, because we
104. 4:15like to move towards where it is bright
105. 4:18. That is why mall corridors often lead
106. 4:22to daylight-flooded atriums. Lars
107. 4:25Jernichen is a shopping mall insider.
108. 4:28He used to develop malls and knows how
109. 4:30meticulously light is planned.
110. 4:32It has to be a good mix of daylight and
111. 4:34artificial light. When we used to
112. 4:37develop shopping centers, for example,
113. 4:39a planning criterion was to aim for 8%
114. 4:41daylight on the lowest level,
115. 4:45because that is supposedly when
116. 4:47visitors feel most comfortable.
117. 4:50Lighting can even influence our buying
118. 4:52behavior, as several studies show.
119. 4:54Depending on the lighting concept,
120. 4:57sales can increase by up to 8%or the
121. 4:59average basket size by 5.5%. Pleasant
122. 5:04light, good temperature, relaxed pace.
123. 5:08Professor Kenning explains why these
124. 5:10feel-good factors are so important to
125. 5:13mall operators,
126. 5:16because ultimately, there is often a
127. 5:19positive correlation between dwell time
128. 5:21and average spend. This means the
129. 5:23longer people stay, the more money they
130. 5:25tend to spend, and the more beneficial
131. 5:27it is for the providers. So, providers
132. 5:30have a great interest in making sure
133. 5:32people feel comfortable in shopping
134. 5:33malls.
135. 5:34But there is another effect that leads
136. 5:37to impulse purchases.
137. 5:41In shopping centers, stimuli are
138. 5:43constantly pouring in on us. Music,
139. 5:45light, scents. Our brain is constantly
140. 5:48processing these impressions. Over time
141. 5:51, this costs energy. The longer we stay
142. 5:53, the more energy we consume in the
143. 5:55process. This leaves less left over to
144. 5:58think thoroughly about purchasing
145. 6:00decisions. Picking something up
146. 6:02spontaneously becomes much more likely.
147. 6:06Rosa and Jonas have been in the mall
148. 6:08for about 20 minutes now. As a reminder
149. 6:11, Rosa wants sandals, a summer dress,
150. 6:14and pool toys. When I have no idea what
151. 6:17to get my mom as a gift, I go into
152. 6:18shops like these.
153. 6:19Oh my God,
154. 6:20do you know this one?
155. 6:21Yes.
156. 6:22Let's take a look inside.
157. 6:27I think I'll take them.
158. 6:29Yes, great. The first item.
159. 6:32And Stefan. Even in the second store,
160. 6:34he has no luck finding bike lights. But
161. 6:36the money is being spent elsewhere. So,
162. 6:40I didn't plan on it, but these—I
163. 6:42don't even know what they're called,
164. 6:44resistance bands, I have no clue, I'll
165. 6:46call them rubber bands—they're really
166. 6:48good if you want to work out a bit at
167. 6:50home. You can't do everything with
168. 6:52weights or something. And mine
169. 6:54unfortunately just tore.
170. 6:57Igor, Leon, and Cy are also in shopping
171. 6:59mode. A T-shirt and socks.
172. 7:04We bought a pack of white sneaker socks
173. 7:06and a pack of black sneaker socks. I
174. 7:08didn't get anything else, right? Nope.
175. 7:11Next, we're heading to the discount
176. 7:13store to buy mobile phone credit. What
177. 7:16do you think, down here or Aldi?
178. 7:17Yeah, probably.
179. 7:20Right. Supermarkets are very often in
180. 7:23the basement so that people change
181. 7:25levels and pass many shops. But other
182. 7:28stores also ensure that we see as much
183. 7:30of the mall as possible.
184. 7:33The goal is, of course, that a visitor
185. 7:35or guest of a shopping mall sees the
186. 7:37entire range of offerings, and as I
187. 7:39said, it depends on creating attractive
188. 7:41anchor points for the customer on every
189. 7:43level and at every corner of the
190. 7:44shopping mall, and those are, for
191. 7:46example, the major retailers.
192. 7:51Anchors are the large clothing and
193. 7:52sports stores, but also supermarkets
194. 7:54and discounters. These stores pay less
195. 7:57rent per square meter because they
196. 8:00ensure people come to the mall. These
197. 8:04anchors are rarely located next to each
198. 8:06other, because to get from one big
199. 8:08brand to the next, you have to pass by
200. 8:10many small shops. In the best case, you
201. 8:12walk through the entire mall in the
202. 8:14process. For Rosa and Jonas, the
203. 8:17concept worked. Nowadays, drugstores
204. 8:21are also among the so-called traffic
205. 8:23drivers.
206. 8:25How do you like this one? Doesn't smell
207. 8:28bad, but it doesn't blow me away either
208. 8:30. Health and beauty are experiencing a
209. 8:33boom these days, and what our three
210. 8:35test groups did absolutely reflects the
211. 8:37trend in our society that we can now
212. 8:39take more time for our health.
213. 8:43Because all of our shoppers bought
214. 8:45things at the drugstore and paid more
215. 8:47or less attention to their health. Kiwi
216. 8:5127, I'd get the kiwi cotton candy too.
217. 8:55And there is another important anchor
218. 8:57in every mall: the food court. In the
219. 9:01past, you'd find quick fast food,
220. 9:03uncomfortable seating, and little
221. 9:05ambiance there. That has changed
222. 9:07massively, because it's easier to shop
223. 9:09on a full stomach.
224. 9:12In the English language, there’s even
225. 9:14a specific word for it: hangry. So,
226. 9:16when we are hungry, we are usually not
227. 9:19in a very good mood. And in fact,
228. 9:22people often perceive the very same
229. 9:25prices as fairer or more unfair
230. 9:27depending on whether they are full or
231. 9:30in that hangry state. And that is why
232. 9:34we can assume that we might be more
233. 9:36inclined to buy certain things and like
234. 9:39them when we are full, happy, and
235. 9:41satisfied.
236. 9:42Another shopping mall in Berlin is
237. 9:44taking advantage of this. The Place.
238. 9:47Basically, it’s not even called a
239. 9:49food court here, but a hub. Managing
240. 9:53Director Karl Wambach explains why.
241. 9:57A food court is based on chain
242. 10:01restaurants with interchangeable
243. 10:05franchisees. And instead of offering
244. 10:10chain-based dining, these are
245. 10:13owner-operated local restaurants that
246. 10:16are either opening a branch here or
247. 10:20have their only shop here.
248. 10:24Instead of fast food, there are
249. 10:26culinary offerings you rarely find in
250. 10:28classic shopping malls. This is how
251. 10:30this shopping center wants to stand out
252. 10:32from the others. Eating something
253. 10:35special on your lunch break, hanging
254. 10:36out with friends, or going to the bar
255. 10:38after work. The food court as a meeting
256. 10:41place. There are children's programs
257. 10:46here, a craft market, and dating nights
258. 10:49. All inside the shopping mall. Why?
259. 10:57You simply have to extend the time
260. 11:00customers spend here. Uh, you achieve
261. 11:04that through events, so that people
262. 11:06keep coming back and discovering new
263. 11:09nuances for themselves, and then simply
264. 11:12become repeat offenders.
265. 11:15So the goal here, too, is to increase
266. 11:17dwell time. In this mall, that happens
267. 11:20through special dining options and
268. 11:22events. Back to the culinary offerings
269. 11:27of our shopping mall. Stefan is
270. 11:29stocking up at the chocolate shop.
271. 11:35Something like this, for example, or
272. 11:36the cake.
273. 11:37Yeah,
274. 11:37would that be something?
275. 11:38Well, if it were up to me, I could buy
276. 11:40out the whole store. Yeah,
277. 11:43there are plenty of gastronomic options
278. 11:46here beyond just chocolates.
279. 11:48Independent of the food court, we find
280. 11:50over 15 additional dining options here,
281. 11:53located throughout the mall. But it's
282. 11:58not just the dining that has changed;
283. 11:59the upper floor has, too. What exactly
284. 12:02is our secret number 7? You rarely find
285. 12:05classic shops here, because people like
286. 12:07to stay on one level. It is difficult
287. 12:10to lure people upstairs. That is why
288. 12:12there are non-shopping tenants there,
289. 12:14like offices, medical centers, gyms, or
290. 12:17cinemas. It is quite unusual for me to
291. 12:23squeeze into a movie theater while
292. 12:24carrying four stuffed shopping bags.
293. 12:28But when I go to the movies, I might
294. 12:30see—look, that's a Zara—maybe I'll
295. 12:32go on Monday instead of today before
296. 12:34the movie, but on Monday I'll stop by
297. 12:36again because I liked a dress or a pair
298. 12:38of pants there. So, for one thing, it's
299. 12:42about us coming back. For another, we
300. 12:45should feel comfortable enough to stay
301. 12:47longer and spend more money. And what
302. 12:50about our shoppers? Who bought what
303. 12:53they planned to? First, the shopping
304. 12:57from Cadi, Leon, and Igor. Drugstore
305. 13:00items, sneaker socks, and phone credit
306. 13:03are in the bags. Also makeup, drinks,
307. 13:08and more clothes.
308. 13:13I would have thought I'd stick to what
309. 13:15I planned to buy, but it was just there
310. 13:17. Stefan heads home without a bike
311. 13:21light, but with protein powder, lots of
312. 13:23sweets, and resistance bands instead.
313. 13:28We also don't see any summer dresses or
314. 13:30sandals on our students, but Rosa is
315. 13:32happy nonetheless. I'm definitely happy
316. 13:37with my things. I'm also very curious
317. 13:40about the dates. I always like trying
318. 13:42new sweets, and I'll definitely be
319. 13:44wearing these pants a lot this summer.
320. 13:46So, it was a pretty good day overall.
321. 13:49Surprisingly, none of our shoppers are
322. 13:50unhappy that their bags contain more
323. 13:52than just what they actually needed.
324. 13:55Products aren't just bought because
325. 13:57they serve a specific technical
326. 13:59function; they are also bought because
327. 14:02they simply look nice. It could be that
328. 14:05someone leaves the store later with
329. 14:07completely different products, or maybe
330. 14:09even with nothing at all, and is still
331. 14:11satisfied and says, "Actually, that was
332. 14:13nice." And next time you're at the mall
333. 14:16, you'll know why so many bags are
334. 14:18being carried out.