Experts reveal how Penneys tricks customers into spending more cash
Penneys is the cornerstone of many Dubliner’s wardrobe due to their super affordable prices but have you ever wondered why you always come out with more than you intended to buy.
It seems as though it is simply impossible to simply pop into Penneys for a single item without coming out with a huge haul.
Consumer expert Dr Amna Khan has claimed that Primark creates an experience for the customer that makes people want to stay there for longer.
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Amna spoke on Channel 5’s new documentary Primark: How Do They Do It?. The programme takes a deep dive into Primark – the UK’s version of Penneys – and the secrets behind the brand’s success, speaking to marketing consultants, consumer journalists, and Primark employees.
She said: “A destination store creates an experience for the consumer, almost like going to a theme park where all your senses are activated, and you want to stay there for longer.”
On the show, it’s explained that Primark often buys large retail spaces to add experiences like beauty studios, barbers and cafes. This is true of its Birmingham branch which spans over 160,000 feet, is spread over a whopping five floors, and is officially the biggest store in the world.
Consumer journalist, Harry Wallop, said: “There’s a phrase used in the retail industry called ‘dwell time’.
“You don’t want people to just to come in, buy an item and leave. You want someone to come in, look for the item, think ‘that looks like a nice cafe. I’ll stop there, I’ll have a coffee and a bun, I’ll then buy something else.
“On the way you spot another bit of homewares, it’s only £5, in it goes to your basket.”
He added: “If you can increase the dwell time you are onto a winning formula and you have justified the high expense of operating a high street store.”
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