Your Salon and the ‘Gruen Transfer’ Effect
by Greg Milner on Sunday, June 15th, 2008 at 8:48 pm
There’s an immensely-popular new TV panel show on ABC (Australia) – and online at http://www.abc.net.au/tv/gruentransfer/theshow.htm – which every business owner should be watching. It’s called The Gruen Transfer, named after Victor Gruen, an Austrian architect who designed the very first shopping malls, in America in the 1950s.
‘The Gruen Transfer’ refers to the effect that visiting shopping malls have on otherwise sane, rational human beings – The term describes that split second when the mall’s intentionally confusing layout makes our eyes glaze over and our jaws slacken… the moment when we forget what we came for and become impulse buyers.
If you want your customers to spend more money in your salon, it’s worth studying this effect, and certainly watching the show if you have access to it.
A good place to start is Wikipedia, http://en.wikipedia.org/wiki/Victor_Gruen, and follow the links from there.
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A post by Greg Milner The odd idea, a bit of prodding, a nudge here and there, a little fun, and the occasional dose of brutal reality. Greg is co-founder and CEO of Worldwide Salon Marketing, a writer, direct response marketing consultant, specialist marketing systems adviser and coach. |
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