Attract Attention and Curiosity
These machines are highly attractive entertainment devices. In a very short period, they draw the attention of passersby with their bright colors and flashing lights, along with the mechanical sound effects during the claw-grabbing process. These multi-sensory stimuli are especially effective in commercial environments. Retail research data shows that about 70% of passersby stop to watch due to these sensory stimuli, while about 40% of customers enter the store out of curiosity or participate in the game directly.
Claw machines incorporate stimulus-response theories, where uncertain stimuli make people wonder whether they will be able to grasp the toy. This curiosity creates a desire to explore. The design not only attracts customers to stop but also turns potential customers into actual store visitors. Besides, claw machines are often placed at the store entrance or prominent areas as “store attraction devices,” effectively promoting store exposure and visibility. In such a highly competitive retail environment, this is an active method of drawing attention to enhance the store’s entry rate.
Create an Interactive Experience
The claw machine is not just a simple amusement arcade machine but an interactive entertainment device with an immediate feedback mechanism. In operation, customers have to integrate hand and eye movements, accurately estimate the movement and grasping force of the mechanical arm, and adjust their next strategy according to the result. This immersive experience becomes more appealing to customers than a static display or passive advertisement and enhances customer pleasure and satisfaction.
From the perspective of behavioral economics, the claw machine game attracts people with “the possibility of high returns with small investments.” Sometimes, psychological tricks are used in the game design—for example, the claw will slip slightly when it is almost clutching the toy. This “near-miss effect” gives customers the feeling that they can succeed on the next try, leading them to continue investing time and money. Research in behavioral economics shows that when people get close to achieving success, they overestimate their probability of success. This effect makes the claw machine guide customers to try repeatedly, increasing participation frequency.
The instant feedback mechanism of a claw machine can bring strong emotional fluctuations, such as the sense of fulfillment after successful grabs or the feeling of loss caused by failure. Psychological research indicates that these ups and downs may cause people to create stronger emotional memories about specific things—for example, stores or brands—and with these emotional highs and lows, they are more likely to share experiences with friends or on social networks, increasing the brand image of a store in consumers’ minds.
Increase In-Store Dwell Time
Customer dwell time within the store is one of the critical variables that determine expenditure. Studies have documented that for every extra 10 minutes customers spend in the store, actual spending increases by 12% to 15%. Claw machines, being interactive ongoing gaming activities, significantly extend customers’ in-store dwell time. A single try does not usually complete the claw machine game process, especially when customers feel close to success. Data indicates that the average single game time for a claw machine is 2-3 minutes, and one customer usually plays 3-5 times consecutively, allowing the average dwell time next to the claw machine to reach up to 15 minutes.
When multiple players use more than one claw machine, customers often develop a “relay” or “turn-taking” style of play, extending the overall dwell time in the store. For example, when families or friends play together on the claw machine, they cluster around the machine to watch or queue up, which not only increases dwell time but also raises the probability of nearby products being noticed, enhancing product exposure and purchase possibility.
In mall and retail environments, customer dwell time is positively related to product recognition and consumption tendency. Research data indicates that for every additional 10 minutes of dwell time, the average transaction value of the store increases by 8% to 12%. Therefore, by prolonging customers’ dwell time, claw machines bring more potential sales opportunities to the store.
Promote Impulse Buying
Impulse buying is an unplanned purchase triggered by some kind of external stimulus. The game designed by the claw machine is so interesting that it can effectively induce customers’ impulse buying behavior. First, customers are prone to emotional fluctuations during the game, and such fluctuations affect their judgment, facilitating impulse buying behavior.
Consumers may want to purchase other peripheral items when they fail to grab the toy, to compensate for themselves due to frustration or a compensatory mindset. Besides, some claw machines are combined with time-limited promotional events, like “One free try for every $100 spent” or “Limited edition dolls placed in a claw machine,” guiding customers who fail or succeed in the game to make additional purchases to increase the overall transaction value.
Survey data indicates that about 70% of claw machine players are impulsive customers who make spontaneous decisions to participate, and more than 50% of customers make auxiliary purchases after playing games. This impulse-purchase conversion rate is significantly higher compared to the traditional promotional event conversion rate of about 10% to 20%. For this reason, the claw machine can effectively tie customers’ entertainment consumption with the store’s actual product consumption, prompting the incidence of impulse buying and improving all store performance indicators.
Attract All Age Groups
Claw machines appeal to a wide range of age groups, from children to adults. Children and teenagers are usually attracted by the appearance of the dolls and the gaming process; for adults, this can be driven by nostalgia or accompanying their children or friends. Moreover, a claw machine can expand its appeal by offering different prize types, such as anime figures or brand-related merchandise.
The cross-age appeal of claw machines enables stores to attract more diversified customers, forming family or group consumption behavior. For example, during a shopping trip, a child might be attracted by a claw machine, and the parent may enter the store to accompany them. In this way, claw machines attract not only children and teenagers but also drive adults into the store. It has been shown that stores with a claw machine can enjoy a 15% to 20% increase in family-type customers compared to stores without them.
