The Five Senses and Retail Marketing

The five senses in relation to marketing is known as sensory marketing, which is the use of marketing tactics that utilize the five senses to induce a sale. This type of marketing creates a multi-sensory experience that standard marketing cannot. Each sense offers a new approach to reach the customer. 

Sight 

Let’s begin with an obvious one, sight. Of course, you want your store to be pleasing to the eye, but there are strategies you can practice to better ensure your customers are really seeing what is in front of them. For example, the rule of three states that people are more drawn and attracted to items in groups of three. Past studies have shown that our eyes will move around, observe and take more details in when there are three. A great way to implement this strategy is displaying mannequins in a group of three. Another useful strategy is displaying product in asymmetrical arrangements. When items are to symmetrical, they become static, as opposed to asymmetrical displays that forces the eye to move from one point to the next. Try using acrylic risers, staggered shelving along the wall, and/or nesting tables to display items at various heights. 

Sound

The music, or lack thereof sets the tone for the store. With no music the store can become quiet, too quiet. It creates an almost awkward silence while the customer is shopping. Even some soft music playing throughout the store can help the customer feel more relaxed and comfortable. However, make sure you're playing music that matches your demographic. You wouldn’t have the same music, or even the same volume, at a toy store for kids as you would at a men’s clothing store.

Touch

Allow and encourage customers to feel, touch, pick-up the merchandise. Showing the customer how something feels can be a selling point all on its own. It's okay to keep your items enclosed in a case, just make sure you have a friendly and attentive sales associate nearby that can help the customer. If a customer is admiring something in the case, ask them if they want to try it out. They could just be looking, but now that they've felt it, they may not want to put it back down. What might have only been a window shopper is now a paying customer. 

Smell 

It’s quite obvious you don’t want your store to smell bad, but you do want your store to have some sort of a scent. In fact, there is even a whole study dedicated to it called Scent Marketing.  

“Research tells us that the sense of smell affects about 75% of our daily emotions, and plays a significant role in memory. The sense of smell is different from the other senses because it is processed first by the limbic system, the same part of the brain responsible for memory, perceptions, and emotions. The other senses are first directed through the analytical part of the brain, before indirectly reaching the emotional sphere. So scent is a more primitive sense, and science is discovering that scent plays a much larger part in influencing our emotions and decisions.”  (aromatech.com)

A strong example of a retailer that enables the power of Scent Marketing is Abercrombie. Whether you love it or hate it, if you have ever been to an Abercrombie, you know exactly what I am talking about. The whole store is fragranced with their signature scent, when you take home the clothes, it will still have that signature Abercrombie smell.

Taste

If you sell consumable items, have samples out for customers to try. Consumers are twice as likely to purchase if they can test it first. If you don’t sell edible products, there are still ways to cater to your customer’s taste buds. Offer treats and/or drinks at the front of your store to all your shoppers. Some fresh lemonade and cupcakes can create a beautiful display and taste delicious too. Not only will it tend to their sense of taste, but it also shows that you appreciate your customers. 

Now that you know the importance and tactics of sensory marketing, how will you utilize it?

If you still have questions or need further assistance with any of your retail inquiries, we are here to help! Give us a call at 770.458.7234 or visit us in store at 2960 Amwiler Rd. Atlanta, Ga 30360.