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Une étude par une université australienne et publiée dans le dernier numéro du magazine "International Journal of the Economics of Business", a conclu que la beauté des vendeuses dans les magasins d'articles pour femmes n'est pas forcément un bon argument de vente!
D'après les chercheurs australiens, les femmes aiment se sentir plus belles que les vendeuses. Une trop belle vendeuse est vue comme une "concurrente" par certaines clientes. Du coup, ces dernières sont découragées et n'achètent pas ce qu'elles voulaient acheter!
Une différence flagrante avec les hommes puisqu'une vendeuse sexy pourrait les faire acheter tout et n'importe quoi!
Does Beauty Sell?
A new study looks at how attractive sales people may turn away sales.
Now here's some news I can totally relate to and one that might just make retailers think twice before hiring salespeople for their looks.
A recent study at the University of South Australia found that women between the ages of 18 and 26 were less likely to buy if they thought the salesperson was more attractive than they perceived themselves to be. This is because women are "biologically competitive" and the idea that another female is more attractive influences their behavior, said Bianca Price of the University of South Australia, in a story that ran in Retail Week.
"Retailers often think that beautiful is better," Price said.
If this study lends any insight, clearly beauty is not better. This totally makes sense to me. I can't think of how many times I have felt fat or ugly and wanted an item to perk up my spirits and yet the only salesperson in sight was a gorgeous, model-thin gal who looks like she's never seen a fat day in her life. On these days, her flawless beauty made me feel ... worse, fatter, uglier. It didn't matter if I was looking for a new lipstick, new bag or a pair of jeans. In these instances—even when I was on a plan to spend—the study proved correct. I left without buying a single thing. (I also should note that I'm not between the ages of 18 and 26, so maybe this study would apply to all women. Not sure.)
Then I immediately think of my friend Kyung who had a former life as a full-time salesperson at a clothing store in Chicago. She's what you would call gorgeous and was an amazing saleswoman. One of the best I've ever met. She would turn this whole study on its head. She has the unusual ability to make everyone feel comfortable; her beauty is not intimidating.
But back to retailers. What should they do? Continue to staff the floor with attractive sales people? Price suggested the key is to hire sales people of all shapes and sizes so that customers can find someone to relate to.
Or at least they should have a winning personality like my friend, someone who can make everyone feel comfortable and beautiful—even on a fat day.
source : MSN
Une vendeuse dans une magasin.
D'après les chercheurs australiens, les femmes aiment se sentir plus belles que les vendeuses. Une trop belle vendeuse est vue comme une "concurrente" par certaines clientes. Du coup, ces dernières sont découragées et n'achètent pas ce qu'elles voulaient acheter!
Une différence flagrante avec les hommes puisqu'une vendeuse sexy pourrait les faire acheter tout et n'importe quoi!
Does Beauty Sell?
A new study looks at how attractive sales people may turn away sales.
Now here's some news I can totally relate to and one that might just make retailers think twice before hiring salespeople for their looks.
A recent study at the University of South Australia found that women between the ages of 18 and 26 were less likely to buy if they thought the salesperson was more attractive than they perceived themselves to be. This is because women are "biologically competitive" and the idea that another female is more attractive influences their behavior, said Bianca Price of the University of South Australia, in a story that ran in Retail Week.
"Retailers often think that beautiful is better," Price said.
If this study lends any insight, clearly beauty is not better. This totally makes sense to me. I can't think of how many times I have felt fat or ugly and wanted an item to perk up my spirits and yet the only salesperson in sight was a gorgeous, model-thin gal who looks like she's never seen a fat day in her life. On these days, her flawless beauty made me feel ... worse, fatter, uglier. It didn't matter if I was looking for a new lipstick, new bag or a pair of jeans. In these instances—even when I was on a plan to spend—the study proved correct. I left without buying a single thing. (I also should note that I'm not between the ages of 18 and 26, so maybe this study would apply to all women. Not sure.)
Then I immediately think of my friend Kyung who had a former life as a full-time salesperson at a clothing store in Chicago. She's what you would call gorgeous and was an amazing saleswoman. One of the best I've ever met. She would turn this whole study on its head. She has the unusual ability to make everyone feel comfortable; her beauty is not intimidating.
But back to retailers. What should they do? Continue to staff the floor with attractive sales people? Price suggested the key is to hire sales people of all shapes and sizes so that customers can find someone to relate to.
Or at least they should have a winning personality like my friend, someone who can make everyone feel comfortable and beautiful—even on a fat day.
source : MSN
Une vendeuse dans une magasin.
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