Appealing to the 5 senses of customers
Appealing to the 5 senses is playing an increasingly important role in the world of retail. At a time when online shopping has become the norm, brick-and-mortar stores need to find creative ways to attract customers and increase their willingness to buy. This article explores the strategic use of sight, sound, smell, taste and touch in merchandising and marketing strategy to extend customer dwell time and increase sales.
The 5 senses of man: Success factors in marketing
Online shopping and bricks-and-mortar retail are in fierce competition. However, both parties can benefit from appealing to customers’ five senses. In this context, pure online retail is increasingly relying on showroom concepts to enable potential buyers to experience the goods with all their senses.
Brick-and-mortar retailers are also trying to perfect the multisensory appeal to the senses. Research shows that the five human senses play a central role in how information is processed and purchasing decisions are made. If you succeed in appealing to the customer on all levels, this has a demonstrable influence on purchasing behavior. People then spend more time in the store. At the same time, the willingness to buy increases.
But how can sight, hearing, smell, taste and touch be specifically addressed and manipulated in favor of the retailer as part of multisensory marketing?
The most important sense: sight
Visual perception is the most important human sense. Studies show that people take in around 80 % of the information they perceive with their eyes. However, in order to arouse interest, what we see must be eye-catching. An advertisement consisting only of text has little chance of being perceived positively. If, on the other hand, it is designed with pictures, videos, symbols and attractive colors, the tide turns. Interest is aroused through visual perception.
What marketing measures can be used to stimulate the sense of sight? In terms of exhibition and store space, lighting can be used, for example. Spotlights that are directed at certain products draw the eye of the observer. The choice of color is also crucial. After all, colors are important emotional carriers. Depending on which tones are used, a different mood and a different effect can be achieved:
- Red: passion, love, anger
- Blue: calm, trust
- Green: nature, growth, harmony
- Yellow: energy, joy, happiness
The second most important of the 5 senses: hearing
The sense of hearing is always active, even when a person is asleep. When the auditory system is triggered with the right sounds, the body releases dopamine, which, among other things, stimulates buying. Whose favorite song is playing in the supermarket, whose emotions and even movements are triggered. Music is also capable of awakening memories.
Companies that want to use music as part of their sensory marketing strategy need to proceed with caution. The sound should reflect the values of the brand. In addition, the sounds should influence the buying experience rather subconsciously and subtly. It should also be borne in mind that not everyone perceives music in the same way. Age and personal preferences play an important role.
Another option for using the sense of hearing in marketing is a friendly voice from the salesperson. A pleasant tone of voice and charming communication also have a positive effect on customer loyalty and buying behavior.
The third most important sense: smell
Olfactory perception also plays an important role in marketing. This is due to the fact that the sense of smell is connected to the limbic system. The limbic system is responsible for primitive feelings such as fear, pleasure and hunger. Feelings play an important role in purchasing decisions. If they are aroused, this can have a positive effect on sales.
The role that the sense of smell plays in this is controversial. Some studies show that a pleasant olfactory experience has a positive effect on sales. People stay longer in the store and spend more money if it smells good. Other studies show no effect whatsoever of good scent in marketing. In contrast, all results indicate that a bad smell has a negative effect on the mood.
It is not so easy to use the sense of smell for sales, because the scent has to match the salesroom and the products on offer in order to achieve the desired effect.
The fourth most important of the 5 senses: taste
The sense of taste can also be addressed as part of the marketing strategy. A customer feels more comfortable the more of his 5 senses are satisfied. They then take their time to look at the products and stay longer in the store. This often results in more purchases.
Of course, it is easiest for food and beverage providers to use the sense of taste for their strategy. But other sectors can also incorporate it. A fashion label that is launching a festive collection can serve Christmas cookies or festive drinks to go with it, for example.
The fifth most important sense: feeling
The sense of touch has been researched the least in the field of marketing. However, it presumably also has a significant influence on consumer behavior. Studies show that touching products can play an important role in purchasing decisions. This is particularly true for people with a pronounced “need for touch”. The sense of touch provides people with various pieces of information that contribute to the evaluation of a product, for example. Textures and weight, for example, can tell us something about the quality of an item.
This is particularly important in the following industries:
- Cars
- Electronics (computer, cell phone)
- Clothing and shoes
- Furniture
- Household appliances
- Gastronomy
Room temperature also influences shopping behavior, with cooler temperatures favoring emotional shopping.
Advantages of appealing to all 5 senses of your customers
The most important arguments for perception-oriented marketing are as follows:
- Unforgettable shopping experience: The multi-sensory approach creates a memorable shopping experience by incorporating sight, hearing, smell, taste and touch.
- Extended dwell time: Customers stay longer in a store or showroom to explore and experience products if they are addressed holistically. This increases the likelihood of a purchase.
- Increasing willingness to buy: Appealing to all the senses can build positive emotions and trust in a brand, making customers more willing to buy products.
- Differentiated brand positioning: Companies can communicate their identity and values through the conscious selection of visual, auditory, olfactory, gustatory and tactile elements.
Appealing to all five senses thus offers companies the opportunity to deepen the shopping experience, strengthen customer loyalty and ultimately increase success in modern marketing.
Specific tips for addressing all 5 senses in marketing
In order to achieve the full effect of multisensory marketing and appeal to all five senses of the consumer, certain measures and strategies are required. You will find specific implementation tips below:
- Create an eye-catching logo: A striking logo can be visually memorable.
- Use high-quality images: They convey professionalism and credibility.
- Voice and communication training for sales staff: The way sales staff communicate influences the customer experience.
- Play suitable music and sounds: The choice of music and sounds can influence the atmosphere.
- Choose the right fragrance: Scent marketing evokes strong, emotional reactions.
- Fresh fragrance experience: The consistency of the fragrance experience is important to retain customers.
- Use of interesting textures: Texture influences the perception of a product.
- Setting the right room temperature: The room temperature influences emotional purchasing behavior.
- Weight as a measure of quality: Heavy products tend to be perceived as high quality.
These tips offer a variety of approaches to maximize the customer’s sensory experience and take your marketing to the next level.
Appealing to all 5 senses in e-commerce
In pure online retail, not all 5 senses of the consumer can be addressed. But to make perception-oriented marketing possible in e-commerce as well, there is a solution – showrooms. Here, products from the online range are presented in real life and brought to life.
In the Showme Stores showroom, exhibitors have the opportunity to appeal to all 5 senses of their customers. This allows them to actively intervene in consumer behavior. In the showroom, customers not only see the products, but also experience them with all five senses – including sight, hearing, touch, smell and even taste. In addition, free amenities such as expert advice and drinks are offered to make the visit as pleasant as possible. This approach allows the 5 senses to be addressed to create a deep emotional connection and a lasting brand experience.
