Catering to customers’ emotions & senses through effective store experience & point of sale September 14, 2017 0 comments According to psychologists what people remember about a customer experience is determined by the intensity of the emotions created. Online can only engage with two senses, sight and sound whereas stores can appeal to all five sense whilst connecting with consumers emotionally. Retailers must keep this in mind when designing and planning their overall store experience, layout, point of sale and brand interaction are all critical factors to success. Scent Marketing Take Scent Marketing – it’s intentionally subtle but when done right triggers a reaction without being overbearing. According to the Sense of Smell Institute in New York, a human being can remember about 10,000 distinct odours that can provoke different memories, often transporting us back to our childhood years. A great example of scent marketing in action is Abercrombie & Fitch, Abercrombie spray their store with significant doses of their own fragrance. The result? Teenagers associate the fragrance with the Abercrombie brand image – cool and classic. Through this overstimulation of the senses shoppers are not only more likely to buy the fragrance but make further impulsive decisions. Better still, the same fragrance is usually conveniently positioned in an eye catching counter top unit or point of sale display at the till point – resulting in a multitude of add-on purchases! It’s getting louder Have you noticed that shopping malls seem to be getting louder? Nowadays it’s not unusual to stumble across a champagne or cocktail bar playing loud music either in the walkways of the mall or on the top floor of a department store. Abercrombie also play loud club music to create a permanent party atmosphere, not only to attract their target audience but to overstimulate the senses and thus weaken their customers’ self-control. “Overload makes people move into a less deliberate mode of decision making,” says Kathleen Vohs, an associate professor of marketing at the University of Minnesota. By connecting with the lifestyle of your target consumer, they’re more likely to buy into promotional discounts and brand names. Building Trust and relationships through human interaction Trust is an essential emotion when considering the in-store customer experience. Especially so considering it’s actually often a barrier when it comes to online purchasing, which is usually down to payment security concerns or the anticipation that the product will look different when it arrives. Forward thinking retailers view their in-store team as an asset rather than a cost. Instead of flooding your store with digital point of sale technology, arm your sales associates with technology that will empower them. For example, provide employees with tablets to check sizes, colour options and product reviews, allowing them to stay by the customer’s side and support them with their purchasing decision. Technology should not be used to replace employees or traditional forms of communication but instead used to strengthen the relationship between the customer and sales staff. After all, putting screens next to products alone will not necessarily drive sales, especially since customers’ tend to shop in-store to benefit from human interaction. However, building a rapport with your customer will create a memorable experience that will consequently increase sales and brand loyalty. Brands can fall victim of failing to notice a store’s potential because they approach it in the same way as online and become too hung-up on digital technologies. Stores are the only real shopping opportunity where customers’ can apply all five sense, ensure you keep this in mind and connect with your customers’ senses and emotions through alternative methods rather than replicating online through digital technologies.