3.2 Impact on women

Scented oils, perfumes and other fragrances have been adorned by people since early civilization. Today, fragrances can be found all around, from scented candles, to all your favorite bath and body products. There are numerous reasons why people wear perfumes, but ultimately it boils down to the fact that they make us feel happy. The reason we feel happy is heavily dependent on the individual. Today women are the main buyers of perfumes.

When women buy a fragrance, they are often influenced by the projected experience associated with that scent.

Floral Focus: Connecting a fragrance with naturally fragrant flowers is a logical, and effective, choice. Particularly if the fragrance you are selling has floral notes, featuring flowers heavily in your display makes sense. While photos of flowers may be effective, using silk flowers to add dimension and excitement to the display likely will attract more attention.

Soft and Silky: Many women select fragrances because they want to feel feminine. To reflect this desire for femininity, create a display that features soft and silky lines and materials. For example, cover the fragrance display with pink silk, using pillows to add softness.

All the Glitters: Attention-getting lighting can create a glittery scene that will naturally captivate potential buyers. Use spot lighting suspended from the ceiling or coming up from the ground to make the bottle of fragrance shimmer and glow.

Photos: Well placed, appealing photos can entice customers to purchase a product that they can't always see ahead of time. Create an image that fragrance buyers will be eager to embrace by using photos in your display.

An example of perfumes display

3.3 Impact on men

All men like cars, don’t they? For men, it is very important what kind of car they have and what features this car has. It is really important for men not only to feel safe on the road (the amount of airbags, hours-power, steering and capabilities), but to realize that the car they are driving looks amazing.

There are some rules of Visual merchandising that we can use to attract men:

1) A car should be black, white or grey. Most men prefer these colors and it the most effective for the stand. But let them know that there are other colors.

2) It is desirable that the stand was above the floor, but it is not often used because it is very expensive.

3) Good lighting plays almost the most important role. It should not be bright or dull. The car must be visible and shine in the light.

4) All cars must be polished and clean.

5) Near the car must stand a board with a description of the automobile (the amount of airbags, horsepower, etc.).

6) Let them sit in the car, try to start the engine and open the doors. It is necessary to review the car.

An example of toys display

To conclude this chapter I’d like to note that nowadays more often men, women and children pay attention to different things so the ways of involving them in shopping are completely different. For example, men are not interested in women's perfume, while women are not interested in children's toys and etc. And the methods to influence men, women and children are absolutely different, because they have different interests (eg. children are attracted by toys with bright colors, while men like more dark colors, etc.).