Behavioural Science – can a blue room really make a difference to profit?
The blue room
To do this we created the so-called ‘blue room’; an enclosed space separated from the main showroom used specifically for the final part of the sales process. This space encompassed a number of elements that in previous studies had been shown to influence customer behaviour unconsciously. We monitored this by interviewing all customers who bought a car during the experiment and found no subsequent recall of the affect of the stimuli and, when prompted, strong denials that any had an impact on their decision-making.
Over a period of three months, the blue room was available to all the dealership’s sales people – who had each been trained to identify when customers were ready to begin a negotiation. The outcome of sales conducted in the blue room were compared to those held at the desks of the sales staff as was ‘normal’ practice. Across both new and used car sales, despite no conscious recall by customers of the difference between the two environments (when questioned after the outcome), deals done in the blue room were 37% more profitable than those carried out on the showroom floor.