Most buyers (consumers or business) will have a mental or physical shopping list when they plan to make a purchase. But how often do you stick to your shopping list? When I go to buy something on or off line, I invariably end up buying more stuff than I had intended to.
Take a book shop. People may initially visit a shop on website with a book in mind. The retailer must make it simple for you to find & buy the book you want. However, smart marketers will also take the opportunity to suggest additional items that might interest the buyer.
Amazon do this particularly well with a great combination of news, best sellers, suggestions, treats, wish lists, emails etc. In physical stores, companies use window displays, special offers, in-store merchandising, tastings / demos etc.
I visited my local Waterstone's recently and saw the display above. It was called The Writer's Table and featured 'Books selected by Philip Pullman that have inspired and shaped his writing'. It was an interesting combination of books and I'm sure they sold some titles that would not otherwise have been seen.
How could you apply this example to your business? How could you present products or services in an unusual or interesting way that grabs peoples attention?
Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.
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