The Psychology of Spending

Dubai Retail Scene: Subtle touches to lure customers in and

make sure they spend while there.

David Ndichu

The stores used bold colors in the entrance that seemed to pull

you inside their wide-open doors

Colour

Iconic clothing store

Plug Ins Electronic storeBorders Book Store

Virgin Megastore

ColorInside, the colors were more subdued so that items in the store seemed to stand out. Greys, blacks and browns were common for walls,

ceilings and floors. Black ceilings were

common giving the impression of a non-existent roof and the

feeling of a far much larger spaceBorders

Virgin Megastore Virgin Megastore

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Iconic Clothing Store Woolworths Department Store

Lighting

The merchandise was well illuminated. Spotlights throw beams at specific sections. The lights seemed to shine particularly bright on expensive items and those on sale. Usually the ceilings were dark and the contrast with the bright lights and the merchandise on display seemed to focus the attention even more

Labels

Knowing peoples’ affinity to brands, major labels were prominently displayed either near the entrance or directly in the field of vision as you enter

Sun & Sands Sports

Themes

Iconic

Some stores had themed areas. They provided an interesting break from the monotony of the merchandise. They also seemed to create a focal point on the sales floor where people seemed to take a break and get their bearings

Screens

IconicIconic

Virgin Megastore

Screens seemed to serve two purposes. Apart from the obvious advertising objective, they tended to animate the scene with the stores seemingly more energetic that they really were

FloorFloors seemed to reflect, sometimes literally, the general feel of the store. Sleek trendy outlets had shiny tiled floors. Sports gear outlets had a more rugged floor setting. The general trend carried to the walls, the ceiling and

the music being played. The chic outlets played the new releases of pop and hip hop while the bookstores for instance played no music at all

Displays

HallmarkIconic

GNC

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Expensive items and merchandise on sale were prominently displayed at eye level in either close

proximity to the entrance or at the back wall opposite

the entrance where customers seemed to

instinctively head when they entered the store

SignageVirgin Megastore Sun & Sands Sports

Backlit signs shone brightly against the backdrop. They seemed to draw you into

the section especially for the larger stores