In order to survive as a physical store, you need to be able to offer something that cannot be obtained via an online store. One way to do this is to appeal to the five senses (known as ‘sensory marketing’). Don’t just sell products – sell a multi-sensory experience.
Below are just a few ways to appeal to the five senses with a few examples of stores that have done this.
Visuals
Your store needs to be visually exciting. There are a few obvious ways to do this such as adding an eye-catching sign and setting up a unique window display. However, to really stand out from the crowd, it’s worth getting a little more creative.
Playing with lighting can be one way to do this. Stores like Abercrombie & Fitch and Hollister are known for their low-level ambient lighting, which creates a unique shopping experience. Consider whether there are unique ways in which you could be illuminating products.
You should also think about using plants and natural materials like stone and wood. This can create a calming aura within your store and can provide a break away from the digital world, making your store more inviting.
Sound
The music that is played in stores can often have a psychological impact on how we shop. This could be something worth considering in your store.
For example, studies have found that playing loud uptempo music can lead to more impulse purchases – which is why it is often favoured by supermarkets.
Slow relaxing music can put people at ease and make them stay longer. It is typically used in restaurants for this reason.
Taste
Run a store that sells food? A popular tactic to get people into a store is to use free tasters. In many cases, this can also lead to sales of that food.
Don’t sell food or drink? There’s always time to start. A growing number of stores are now doubling up as coffee bars as a way to make some extra money and encourage people to keep browsing. All you need is a coffee machine – you can check out this coffee machine buying guide online for ideas as to which machine to buy. Applying for a food license is also important (especially if you’re also going to be selling snacks).
Smell
Smell is strongly linked with memory – certain scents could help to make your store more memorable. Fragrant scents may also help to make your store more inviting.
Many grocery stores use aromas of fresh bread or chocolate to get people’s mouth watering – making them feel more hungry and therefore leading them to buy more food. Products like bath bombs and candles can also help to produce inviting scents.
Touch
Allowing customers to touch and interact with products could encourage them to make a purchase.
When it comes to items that come in boxes, consider offering display items that can be touched. This could include a display tablet that people are able to play around on or display furniture that people can sit on.
