August 31, 2010

Using Neuromarketing for Store Design and Layout

The recently published book, “The Buying Brain: Secrets for Selling to the Subconscious Mind”, written by Dr A.K. Pradeep, gives very interesting and useful insights about neuromarketing.

It provides lots of information about the brain and how it functions, about EEG-based in-store neurological testing and helps you understand how consumers actually make purchase decisions. Furthermore, it includes plenty of examples showing how this new technology is a game changer and could help you in practical ways to get competitive advantage.

For example, we learn that the brain delights novelty, dislikes straight lines and sharp angles and prefers natural textures over artificial textures. So, knowledgeable retailers, store designers and lay-out professionals could use neuromarketing to develop competitive store formats. They could create retail spaces with new designs and innovative merchandising, new applications of lighting, sound and textures and emphasize curves, avoid sharp lines, develop innovative displays, etc.

Therefore, we highly recommend marketers and all retail professionals to read this really fascinating and helpful business book!

Source: “The Buying Brain: Secrets for Selling to the Subconscious Mind”, Dr A.K. Pradeep, Publisher, John Willey & sons, Inc. 2010

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