If you want customers to become endeared to your store, you have to give them something to remember. The key is to build multi-sensory experiences to help trigger an emotional response. Here are a few tips to engage the five senses in your retail business!
For starters, the visual aspect of a store’s design is by far one of the most common categories that retailers emphasize on. In terms of design, color, style, and lighting, the retail design can convey the brand’s personality. Knowing your target customer will help tremendously when creating effective visual merchandising and product displays. Here are a few examples:
-Merchandising displays with various depths and heights tend to make products more appealing and will encourage people to explore.
-An effective way to get people to take another look at your merchandise is to display items unconventionally.
-Make it a work of art. For obvious reasons, colorful displays are always a hit among the new generation. Art installations can help draw in new customers who wish to shop there or simply want take a picture with the new art.
During your last trip to Disneyland, did you find yourself smelling popcorn and vanilla around Main Street? Well, Walt Disney made sure to always pay attention to detail as scent emitters were incorporated to pump out a vanilla scent to welcome guests to a sweeter world. During Christmas, they switch the scent to peppermint and the parks main entrance has a popcorn smell! Or, you know you’re near a Bath and Body Works when you start smelling their signature scents! Bath and Body Works makes sure to always have a candle burning around their storefront which has customers curious as to what that scent is.
Most people are also familiar with Hollister and Abercrombie and Fitch for the reason that they have a heavy perfume scent roaming around the store. Abercrombie recently changed their store design, but they have Now, when you step into one of their newly renovated concept stores, you are sure to find a “lighter, cleaner, gender-neutral fragrance” scenting the store.
Starbucks, for instance, always has the best selection of coffeehouse music. Since 2016, Starbucks partnered with Spotify for the music it now plays in every store. If you’ve ever wondered what kind of music is currently streaming, Starbucks lets you look into its mobile app to see whats playing and save it for later.
Moreover, the actual experience of shopping – to touch, feel and try on – is a tremendous draw for customers. Nearly 50% of consumers are drawn to in-person shopping for the fact that they can’t do that online. The more people physically touch products while shopping, the more likely they are to buy and spend more money when doing it. This is called the “endowment effect,” where people value things more once they own a touch and own a product.
Lastly, there are many ways to entice customers by offering samples. Many retailers create in-store cooking demos offering samples of seasonal items, prepared meals, recipes that they can make themselves with, for example, an air fryer. Oftentimes, consumers are not fully persuaded into buying a new device, but when they have samples available with a demonstration of how it’s made can help. With a well-orchestrated demo and sampling area, your store can increase shopper knowledge, boost sales, and increase traffic!