Scott Bearse, a retail expert with Deloitte Consulting in Bo | RAY English Learning Center
Scott Bearse, a retail expert with Deloitte Consulting in Boston, Massachusetts, has led projects observing and questioning tens of thousands of customers about how they feel about shopping. People say they leave shops empty' handed more often because they are 'unable to decide' than because prices are too high, says Mr. Bearse. Getting customers to try something is one of the best ways of getting them to buy, adds Mr. Bearse. Deloitte found that customers who use fitting rooms in order to try on clothes buy the product they are considering at a rate of 85 % compared with 58 % for those that do nor do so.
Often a customer struggling to decide which of two items is best ends up not buying either. In order ta avoid a situation where a customer decides not to buy either product, a third 'decoy' item, which is not quite as good as the other two, is placed beside them to make the choice easier and more pleasurable. Happier customers are more likely to buy.
The decoy effect:
