Handing over the banknote
A few months ago, I learnt from newspaper that the leading English illusionist and mentalist Derren Brown had given his latest performance by successfully predicting the six National Lottery winning numbers live on air.
I have been impressed by Brown's famous TV programme, Trick of the Mind. In the prgoramme, the gifted mentalist helps us understand through a variety of experiments that our behaviour and judgment are inevitably under the influence of mind reading and mind control especially during activities such as watching of magic, hypnosis, spirit communication, counseling, selling and even preaching. Among all, I appreciate his mind reading in relation to shoppers' psychological needs the most.
In an episode, Brown once made hundreds of shoppers at a shopping centre stop and raise their arms as a reaction to his shopping announcement through a public address system:
Derren Brown Controls Shopping Mall Visitors
http://www.youtube.com/watch?v=IOEKdaXIEHc&feature=related
In another episode, Brown successfully managed to get a supermarket layout designer to pick a particular item from a supermarket shelf out of a wide array of goods through his various "tricks":
Derren Brown Predicting Shopping Behavior
http://www.youtube.com/watch?v=S-VEdzz3ixA
Brown's performances are one of the effective ways to influence shoppers' behaviour. In the past few years, I have spent a lot of time and efforts in studying people's shopping habits and the overall market behaviour of the retail industry, and have closely looked into shoppers' habits and the sales activities among retailers, customers and the shopping centre management.
While many believe it is a norm for customers to cut spending under economic recession, reduced consumption and fierce competition, I believe that the current economic downturn offers a good opportunity to upgrade collective consumption among the people. The financial crisis has undoubtedly affected the retail industry adversely in many ways. We see retailers forced to terminate their business while others postponing their plan to go public. I realize that the entire industry is undergoing a stage of integration. I hope Kll Art Mall to grasp this golden opportunity to become one of the pioneers of the industry as we understand too well that shoppers' preferences keep changing day after day.
I found that it is beneficial to take customers' eye level into consideration during the design and arrangement of shops. An effective design of shopping mall helps drive shopping among potential customers. I told my K11 colleagues that as a new mall, K11 should learn from Brown. In addition to promotion creativity, we should make correct prediction of different groups of customers' shopping behaviour and their walking routes, and find out ways to unleash their shopping desire.
Consequently, at K11, which will be opened by the end of this year, we have endeavored in its design and arrangement to create a perfect shopping environment for customers for years. Through the overall and individual shops' unique designs, floor arrangement, goods arrangement, display of artworks, design of shoppers' walking routes and green elements, to name but a few, we wish to be create an unparalleled shopping experience for every shopper. We are well equipped for the opening. Are you excited about this new mall?
Derren Brown The Event Live Lottery Prediction
http://www.youtube.com/watch?v=cHZ2mQczkcg
To me, the beauty of life lies in love, nature and arts. After years of planning and development, I and my team have established K11 in Hong Kong, with the vision of Art ‧ People ‧ Nature, to be opened by the end of 2009. I wish to share with you the perfect blending of art appreciation, humanistic experience, nature enjoyment and shopping.