Renowned for his experience in fashion marketing and management, Berkeley College Professor Robert Woods delighted and informed Brooklyn Chamber of Commerce members as he opened the first in a series of breakfast seminars that the Chamber has developed to boost business in the Bay Ridge area of Brooklyn.

 

Citing the occasion as part of a new collaboration between Berkeley College and the Chamber, Brooklyn Chamber Vice President of Marketing and Membership Rosalie Rance said, “This is a great partnership that brings together chamber members and community organizations to better address Bay Ridge business needs.”

 

“Why we buy is really a science,” said Professor Woods during his presentation. “When you have a changing customer demographic like you have here, you have to capture the customers’ attention and go beyond the expectations and experience of where they were shopping before.  These customers are used to their former neighborhoods and culture, and can easily return to their former ‘shopping homes’, so you need to approach your business differently to reflect what appeals to them.”

 

In addition to explaining the importance of the demographics of customers, Professor Woods unveiled the psychographic perspective – what makes people spend their money.  For example, visual merchandising is important even in a service business.  Increasing enjoyment and flow through the space of the offices or store, as well as the storefront, all have an impact.  He said a shopper outside the store makes a decision in less than eight seconds, and up to 25% of sales could result from a good window display.

 

Other important considerations cited by Professor Woods include:

· Once inside a shop or store, customers want to pick up things themselves.

· Customers want to see that you have taken the extra steps by decorating and showing them something interesting.

· Customers want to feel like they’re “with it”.