Decades ago [two and a bit], I spent a lot of time figuring out what makes people buy petrol [aka gasoline] when they do and where they do.
I got it down to a fine art.
One of the variables is what I called "forecourt clutter". People feel comfortable with stuff around them and being enclosed in a snuggly space. <In India, a Retailer Finds Key to Success Is Clutter.... >
Big, open, wind and rain swept forecourts look impressive but are scary for regular humans who feel safe in their cars but exposed when roaming around forecourts.
Mobil had particularly "clean" forecourts. I thought I could increase their sales by 15% simply by putting a bunch of stuff around the forecourt without inhibiting the flow of traffic and getting the job done.
There is a difference between mess and chaos, and clutter. Clutter is good, mess is bad.
Not everyone wants the same clutter. So care is needed in getting the clutter and visual aspects just right for the expected customers.
I have just come up with a bright idea. There should be women's and men's service stations. Blokes would walk past golf clubs, fishing tackle, spanners, outdoor urinals over a bank and bloke stuff. Women would have lovely ablutions, men putting the petrol in the car, looking inside the bonnet and nodding sagely, cards and gifts and stuff ladies like. A service station for ladies should be like being inside a house, or at least a really nice cave. Blokes service stations should be like finding a glade in a forest with fish swimming around, animals roaming the trees - okay, I haven't worked that out precisely. But it wouldn't have pink curtains and lace doilies.
Mqurice |
