How to use the 5 Senses in your shop to fully engage customers.Any crash course in sales will tell you that gaining 3-5 “yes” response during the sales process (Do you like that it comes in blue? If I could get you an additional 10% off today would you be more likely to buy?) makes the likelihood of receiving that final yes–which leads to a cash register receipt.
But, outside of sales gimmicks, how can a retailer improve sales while improving the customer experience at the same time? The answer: by thoughtfully building your store to engage shoppers through their 5 senses. Help them to touch the products, smell them, and see them in a new light so that they can truly experience them. Through this process, they will begin to imagine the product in their home, and that is when they will buy.
First, make sure items are removed from any wrappings or coverings that would stop guests from handling them. Take scarves out of plastic, make sure to have a sample lotion and that your floral is placed at a high that shoppers can “make sure it’s not real”. Of course, all this handling can be hard on products so it could pay to have a few items out for perusal while you keep the rest underwraps.
Taste and Smell
Any good wine coinsure will tell you that taste and smell are linked. That’s why the smell of bacon can make you hungry and why food just never tastes as good when you’ve got a head cold.
How to use this to your advantage in store? Keep it generally smelling fresh and clean. And, avoid heavy scents that can make some customers feel light headed or even sick. Then think about smells in certain areas. Light a scented candle in your candle section. Brew a pot of coffee in your gourmet food area (preferably not right next to that candle!). And when possible keep a window open to create a fresh breeze (if you can’t open a window consider a room ionizer to purify and freshen the air).
Of course, you may want to take taste to the next level with samples
from your gourmet area. Even consider heating up sauce or other items to make them more appetizing. This may be something you do on “sample days” or during store events only.
We’ve shared a lot on visual store setups for bringing in the sense of sight. Our biggest recommendations are to keep your store well-lit and move spots when you move displays; make sure your displays tell a story, and to incorporate color smartly.
Yes, music. If you don’t have tunes in your store that are reflective of your shopping experience, that is something to solve for immediately. But, beyond that, take a moment to notice other noises in your store. Are employees gossiping with each other or on their phones? Is an open window letting in jarring construction noise? Has a fan started to tick? These kinds of unharmonious noises can impact the shopping environment and move customers through your store more quickly leading to
But, beyond that, take a moment to notice other noises in your store. Are employees gossiping with each other or on their phones? Is an open window letting in jarring construction noise? Has a fan started to tick? These kinds of unharmonious noises can impact the shopping environment and move customers through your store more quickly leading to fewer sales.
How will you use the 5 senses in your store? Are any more important than the rest? Share with us in the comments below.