Psychologist explains how Primark customers end up buying things they often don’t need
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One tool is to increase ‘dwell time’ by keeping customers in the store for as long as possible.
By Jaymelouise Hudspith
I think everyone who has ever shopped at Primark has at one point or another walked out of the store with way more than they planned on buying. But according to an expert, it’s not just a lack of self-control.
Stores including Primark use clever methods to tempt you into buying extra items, according to psychologists. This includes keeping you in the shop for as long as possible.
Psychologist Dr Amna Khan laid their discount stores’ tools on the table during the Channel 5 documentary ‘Primark: How Do They Do It?’.
In the documentary, 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.’
It is believed that Primark only buys large retail spaces and adds extra experiences like cafes and beauty services to tempt customers to stay in the store...
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