Tips to convert wine window shoppers into buyers (by wineintelligence.com)

Posted: June 12, 2013 by wynmaker in Research, Wine, World wine news
Tags: , , , , , , , , ,
 © Roy Morsch/CORBIS

© Roy Morsch/CORBIS

She is eyeing up the wine shelf. But how do you convert this “browser” into a “buyer”?

Studies from the Yale School of Management 1 have shown that it’s all about shifting a consumer’s frame of mind, from what psychologists call “deliberative” mode – where you’re busy weighing up practical factors like value for money, into a more “action-focused” purchasing gear.

Switching “browsers” into a buying mentality can be kick-started by offering products that need very little consideration such as a highly practical and low cost product e.g. an umbrella if it’s raining. Once one purchase decision has been made, shopping momentum builds up. A study has shown that once consumers have decided to buy a first item, they buy more items overall.

Read on …

Also download:

wine-intelligence-liwf-2012-think-tank-session-the-science-of-choice-in-the-wine-category.pdf

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