1. The Psychology of
Spending
Dubai Retail Scene:
Subtle touches to lure customers in
and make sure they spend while there.
David Ndichu

2. Colour
The stores used bold
colors in the entrance
that seemed to pull you
inside their wide-open
doors
Iconic clothing Virgin Megastore
store
Borders Book Store Plug Ins Electronic store

3. Color
Inside, the colors were more
subdued so that items in the
store seemed to stand out.
Greys, blacks and browns were
common for walls, ceilings and
floors. Black ceilings were
common giving the impression
of a non-existent roof and the
feeling of a far much larger
space
Borders Plug Ins
Virgin Megastore Virgin Megastore

4. Lighting
Iconic Clothing Store Woolworths Department Store
The merchandise was well illuminated. Spotlights
throw beams at specific sections. The lights
seemed to shine particularly bright on expensive
items and those on sale. Usually the ceilings were
dark and the contrast with the bright lights and
the merchandise on display seemed to focus the
attention even more

5. Labels
Sun & Sands
Sports
Knowing peoples’ affinity to brands, major
labels were prominently displayed either near
the entrance or directly in the field of vision
as you enter

6. Themes
Some stores had themed areas. They
provided an interesting break from the
Iconic monotony of the merchandise. They also
seemed to create a focal point on the
sales floor where people seemed to take
a break and get their bearings

7. Screens
Screens seemed to serve
two purposes. Apart from
the obvious advertising
objective, they tended to
animate the scene with the
stores seemingly more
energetic that they really
were
Virgin Megastore
Iconic
Iconic

8. Floor
Floors seemed to reflect, sometimes literally, the general feel of the store.
Sleek trendy outlets had shiny tiled floors. Sports gear outlets had a more
rugged floor setting. The general trend carried to the walls, the ceiling and
the music being played. The chic outlets played the new releases of pop
and hip hop while the bookstores for instance played no music at all

9. Displays
Expensive items and
merchandise on sale were
prominently displayed at
eye level in either close
proximity to the entrance or
at the back wall opposite
the entrance where
customers seemed to
instinctively head when
Iconic Hallmark they entered the store
GNC
Plug Ins

10. Signage
Virgin Megastore Sun & Sands Sports
Backlit signs shone brightly against
the backdrop. They seemed to draw
you into the section especially for
the larger stores