Hello! I'm Samuel Chapman. 

I'm on a mission to show you that every product based business can flourish and grow, no matter the challenges. Regardless what you sell, or whether you have a physical or online location.

With the right knowledge, tools, and a bit of inspiration, you can achieve amazing results.

What Makes Customers Buy?

If you’ve ever asked yourself, “Why aren’t people buying?” or “How do I get more sales in my store?” you’re not alone.

Understanding how customers think and make decisions is the missing piece for many small retail and ecommerce business owners.

The good news? You can use proven psychological triggers to increase sales, build loyalty, and guide buying behaviour, without feeling pushy.

Here are 15 science-backed, real-world strategies to help you turn browsers into buyers... online or in-store.

1. The Halo Effect

When one part of your business looks great, customers assume the rest is great too.

Use it:
Invest in pro product photography, elevated packaging, and standout store displays to create a premium brand perception.

2. The Serial Position Effect

People remember the first and last items they see.

Use it:
Place bestsellers at the top and bottom of your product pages, in-store shelves, and lists. Start and end strong.

3. The Recency Effect

Similar to the above, customers are more influenced by the last thing they see.

Use it:
End product descriptions with a strong call-to-action, benefit, or testimonial to increase conversions.

4. The Mere Exposure Effect

The more people see something, the more they trust and like it.

Use it:
Repeat exposure to your hero products across email, social, website banners, and packaging. Repetition builds recognition.

5. Loss Aversion (FOMO)

People would rather avoid losing something than gain something new.

Use it:
Create urgency with limited stock, expiring bonuses, or “only X left” messages. Highlight what they’ll miss, not just what they’ll get.

6. The Compromise Effect

Customers often choose the middle option between basic and premium.

Use it:
Price products in three tiers. Make the middle one the “smart choice” or “best value” to drive higher conversions.

7. Anchoring

The first number a customer sees influences all future pricing comparisons.

Use it:
Show the full price before a discount, or display a premium product first to make others feel like a better deal.

8. Choice Overload

Too many options = customer paralysis. They leave instead of buying.

Use it:
Curate your collections. Offer fewer, better choices — or guide them with categories like “Our Top Picks” or “Best for Beginners.”

9. The Framing Effect

How something is presented can completely change how it’s perceived.

Use it:
Frame savings as benefits: “Save £20 today” is stronger than “20% off.”
“Get free shipping” is better than “no delivery charge.”

10. The IKEA Effect

People place higher value on things they helped create.

Use it:
Let customers personalise products or “build their own” bundles it increases emotional investment and sales.

11. The Pygmalion Effect

Customers rise to meet the expectations you set for them.

Use it:
Write empowering copy like:
“This one’s for bold buyers who know what they want.”
“Hand-picked for confident creatives.”

12. Confirmation Bias

People want to reinforce their existing beliefs.

Use it:
Speak to their values directly:
“Ethically made for women who care about the planet and style.”
“Designed for busy mums who deserve better.”

13. The Peltzman Effect

Feeling too safe leads to riskier decisions or no decision at all.

Use it:
Balance reassurance with urgency. Offer guarantees and secure checkout, but also time-sensitive bonuses or scarcity prompts.

14. The Bandwagon Effect

People follow what others are doing.

Use it:
Show social proof everywhere:
“1,200 sold,” “As seen in…,” “Top-rated by our customers.”

🡆 Bonus: Add live popups showing recent purchases if your site supports it.

15. Blind Spot Bias

People think they’re more rational than they are (they’re not).

Use it:
Keep it simple. Clear product benefits, easy navigation, and strong CTAs always win over clever copy or overthinking.

Here’s How I Can Help You Today:

• Read the Book: Sell Smarter, Not Harder: Proven Strategies to Get Your Products Seen and Sold

• Take the Masterclass: Transform Your Product Business in 100 Days

• Apply for Coaching: Work 1:1 With Me to Grow Your Retail Brand

Final Thoughts

Being a great product creator doesn’t always make you a confident seller and that’s okay. That’s where I come in.
If you’re tired of guessing and ready to grow your retail business with expert support, let’s talk.