Lost in a Chocolate Heaven
The strategies of the Lindt store
When I was in Vancouver my family and I went shopping in an outlet mall. We mostly visited clothing stores however in that outlet mall we found a store that amazed us all: Lindt!
As soon as we entered the store a smiling cheery man came up and handed everyone of us a Lindor chocolate ball from a basket full of chocolate that he carried. We all instantly ate the chocolate.
This was such a great tactic that it single-handedly inspired me to do this post. First of all this is a classic example of reciprocity (one of Cialdini’s 6 Principles of Influence). Which states that we are naturally inclined to reciprocate a favour that someone has done for us. By simply giving us a chocolate we will be compelled to buy more, or buy at all, to return the favour.
there is also something special about chocolate that makes this reciprocity even more effective. In his book “Yes!” Cialdini has a chapter on a very special drug that boosts impressionability: 1,3,7-Trimethylpurine-2,6-dione, better known as Caffeine. The chocolates not only contain caffeine which makes us more impressionable but also acts as positive enforcement in both receiving a nice surprise and the dopamine it releases in the brain. Acting on that impressionability.
But the chocolate surprise wasn't the only strategy used by Lindt, here are a few more:
Contrary to all the other stores in the outlet, Lindt had a well lit and had an open environment with bright white walls and a white ceiling. All giving the store an angelic and heavenly atmosphere while differentiating it from the dark, crowded mazes of clothing stores it is near.
Chocolates were packaged for different purposes and niches. For example there was a wall of Ghirardelli chocolate chips for cooking, large boxes of small samplers for events and offices and most notably this ladybug box for children, of which my cousins bought two.
It was an amazing and magical place, I saw more Lindt chocolate than I ever have in one place. At the end of the day I walked out of there with $50 worth of assorted chocolates. #noregrets