Posted by Tal 7 years ago In:

Tal
Tal Asked:

Why is it that in department stores the cosmetics ...

Why is it that in department stores the cosmetics and perfume are located on the ground floor, so it's usually the first thing you see when you enter?


It's the same in so many department stores in different countries.

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lior_p
lior_p Answered:

Hey Bright

The reason is because obviously the department store gets percentage of the sales that the perfume store makes. So they have a deal that they can open their stand at the ground level at the entry if possible so everyone that walks in is a potential buyer. That way they earn more money...

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oren
Staff
oren Answered:

I'll just add that another reason for that is the relatively high revenue from cosmetics. 

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chiklu
chiklu Answered:

Actually the reason is more related to the psyche/mentality of women than anything related to percentage of the sales.

Every marketer tries to attract/lure a prospective buyer.  The advantages of having them at the ground floor...

1. Maximum Display - Maximum Exposure to the prospective buyer.

2.The varied hues/colour/gliterrati  and bright colours of these consmetic ads attracts the passer-by..

3. Everyone knows females love to Window Shop. Smile

4. And You make them get inside the shop, they will get their followers (friends, husband, sons, daughter,mother, father.....whoever are there with them at that time..)

5. This means, the other members in the group MAY also buy something else ... Smile

 6. Most important thing, these cosmetics helps in increasing the self-worth of a person. Hence Where else can u keep them other than at the Entrance/Ground Floor, where you can get maximum exposure ?

Aham Brahmasmi
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lilly
lilly Answered:

As far as I know it's because of the psychology of smell. In studies done in a mall a few years ago, spreading lemon scented perfume in the air condition system made people spend about 30% more then they did in an average day. Costumers associate the good smell with a good experience which makes them stay in in the mall \ supermarket \ department store for a longer time. For that reason, usually you'll find flowers or fruits and vegetables at the entry to a Supermarket.

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