Why a pavement stopper increases sales

Tuesday, May 15, 2018

Do you know how a chance meeting turns into a meeting? Quite simply, you stop and don't rush any further. That is the principle of the pavement stopper . Consider a simple scene when shopping. You bump into someone, mumble an apology, and scurry on. You will never remember it again. But if you stop, a conversation will take place that you will think about for a long time. Only those who are standing take in information.kundenstopper-alu-88937_m.jpg

Everyday life in shopping streets

Lots of people walk past your store every day. Regardless of whether you offer shoes, run a hairdressing salon or a nail studio. Your offer could be of interest to a large proportion of passers-by. But they don't come into your business because they don't look left and right. The gaze is forward. Only a few notice the display in the shop window or a company sign if you are not specifically looking for something that you offer. Anyone who carelessly passes by will not think of your company later, as soon as there is an acute need.

A pavement stopper , also known as a pavement rider , stops the race, often only for a fraction of a second, and yet it is remembered. It lies in the direct field of vision, its message can be perceived without diverting attention from the direction of travel. Ideally, you arouse a strong interest and the passer-by becomes interested. He enters your store to look around or to explore more of what you have to offer. Or maybe he won't remember you until he actually needs your services.

Customer stoppers in the focus of a scientific consumer behavior study

In his dissertation "Consumer Decisions in Mobile Commerce: An Empirical Analysis of the Influence of Mobile Services on Buying Behaviour", Philipp Broeckelmann also analyzed the reaction of passers-by to a 55 x 75 cm display. The business graduate is a research associate at the Institute for Consumer and Behavioral Research at Saarland University.

He asked a small group of subjects to make a specific purchase in a store. On the way to this store, he placed a pavement with a message that was unrelated to the order. When asked, 25.7% could remember the stand and 6.1% spontaneously dealt with the offer of the associated shop. Since the test subjects had to complete a task assigned to them, none of the participants entered the store.

Broeckelmann primarily compared the effect of advertising via SMS with that of a customer stopper. Therefore, he did not address the option of whether the constellation was perceived subconsciously and had a long-term effect. Neither the significantly higher effort involved in sending the message to the cell phone nor the costs played a role in the comparison.

Conclusion

Conclusion: A pavement stopper is a cheap and easy way to reach a large number of potential customers without taking any action.
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