Browns Focus will use hypnotic techniques to induce customers to spend more starting from 15th February. For Hypnotic Shop, sensual artists Bompas & Parr will deploy an array of strategies to touch people’s subconscious and make them buy.
The installation will be a full sensory assault using hypnotic visuals, smells and subliminal messaging to influence customers’ purchasing pattern. Bompas & Parr have liaised with scientists and hypnosis experts to establish the most effective techniques to use on customers.
The installation starts with the window display that employs optical techniques and the pinwheels of 1930s ‘vertigo therapy’ to encourage consumers to enter the store and inform them of the hypnotic installation. The visual aspects of the sensory artwork take inspiration from the key trends for S/S 2011 stripes and neon paired with white.
Music within the store will be overlaid with subliminal messages encouraging people to feel good about themselves and purchase specific products. Messages like “you are feeling very sexy… don’t worry about the money… the Alex Wang fits your body like a glove” will pass straight into people’s subconscious. The subliminal messaging will also increase profit by discouraging shoplifters “don’t take it or you’ll get caught”. It has been based on the studies by Pratkanis, Eskenazi and Greenwald published in Basic and Applied Social Psycology.
All cleaning products used in the shop will be spiked with micro-encapsulated vanilla scents. The scents are released as customers tread across the shop. Research by Eric Spangenberg, a consumer psychologist at the College of Business and Economics at Washington State University has shown that when “feminine scents” like vanilla are used, sales of women’s clothes can double .
Hypnotic Shop will operate as an experiment in which customers are the unwilling participants. Sales data will be statistically analysed to measure the impact of the installation. Brown’s other shops on South Molton Street will be being used as controls.