Shopping with Your Senses
Retailers have two bottom lines on their itinerary… gaining customers and driving sales. Over the years, extensive research of shopping trends has been documented and analyzed. Getting into the mind and mood of a shopper’s experience offers invaluable insights for companies. Studies have proven that shoppers respond with their senses. Sight, smell, hearing and touch are the primary foundation of internal marketing plans. This includes the environment, ambiance and product display throughout the store. Defining the line between a shopping experience or a grab and go errand lies in the structure of a company. Smaller convenience stores will rely more on impulse purchases while department stores are hoping to retain the customers attention. Their plans are based on a target audience with use of demographics. Age groups, lifestyles and gender are included when projecting the success of a merchandising or marketing technique.
It has been documented that 92% of shoppers are charmed through visual aspects. Certain colors have an effect on the psyche that can make you feel calm, hungry or excited in the moment. You will notice a range of reds and blues to serene sages or crèmes in the surroundings. There are a number of savvy ways that stores display merchandise to draw the eye that work well in conjunction with the differing hues used. Pyramid shaped displays allow the customer to scan from top to bottom while the rule of three is applied alongside it. Mannequins, sets and set ups are found in trios as consumers feel it is enough to be noticed without feeling overwhelmed. Clean, neat, and organized are the mantra for higher end shops.
Music can be gleeful, relaxing or jam session ready. Reports have dictated the overhead music played is a key factor for shoppers. Whether they feel welcome versus rushed is largely due to the tunes of the day. Stores that host younger markets will stick to the top 40’s and those who want the established customer to spend more opt for familiarity. Music from 80’s have evolved to become a popular genre collaborated with oldies but goodies or light rock.
Overpowering smells of cleaners and heavy fragrances can drive away business quickly. Comforting scents are meant to be inviting and casual leading to more browsing and buying. Stores avoid the extremes such as too sweet or strong that can hit the nose in a negative way. If a customer feels like they are getting the burning sensation of a sinus infection, they will not stay for long.
Tempting to Touch
Softer fabrics and materials are strategically placed in the walking pattern of the layout. Anything from sweaters to comforters are in reach for fingertips to glide over the lush appeal. Cozy yet charming, once they touch the plush, customers will be compelled to want it for their own.
The next time you are shopping, you will be able to appreciate the role your senses have in your experience. When a store applies these efforts, it is not only for their benefit. Shoppers will also have a pleasant experience with an ensured confidence of the quality they are bringing home in their shopping bags.