Improving Retail Dollars And Senses

How can you improve results in retail or branch locations? Think back to your kindergarten days… 

Five Senses From www.pppst.com
(from Pete’s Power Point Station, www.pppst.com)

That’s right, consider all five senses when designing experiences!

I just read an interesting article in US News & Reports called Overspending? Blame Your Nose. It provides a roundup of studies on how the environment can improve retail sales. Here are the items that I found most interesting:

  • Shoppers like scents to match the sounds.
  • Background music increases spending for impulse items like clothes and food.
  • Scents increases spending for high consideration products like cars and computers.
  • Scent and music together can decrease spending.
  • Cool colors (green plants and trees) or warm colors (yellow and red flowers and) can improve consumers’ perception of product quality.

I also ran across another interesting article on MarketingProfs.com (not sure of the date) called Increase Sales with Color, Sound, Taste, Smell and Touch that looked at a number of research studies. Some of the key findings:

  • Warm colors (red, orange, and yellow) generally encourage activity and excitement, whereas cool colors (green, blue, violet) are more soothing and relaxing.
  • Hot, bright colors usually appeal to lower-end markets, which deep, rich colors have historically appealed to higher-end markets.
  • A slow tempo can increase sales as much as 38 percent in retail stores because it encourages leisurely shopping. Alternatively, a fast tempo is more desirable in restaurants because customers will eat faster, thus allowing greater table turnover and higher sales.
  • Likeable and familiar music can induce good moods (and positive attitudes towards products), whereas discordant sounds can create bad moods.
  • The smell of peppermint arouses us; the smell of lily of the valley makes us feel relaxed.
  • Some of our basic emotions are linked to smell. For instance, the smell of the ocean or freshly baked cookies can revive very emotional and key childhood memories.
  • In one study shoppers in a room smelling of flowers evaluated Nike shoes more positively than did consumers in an odor-free room.
  • Research has shown that customers touched by a salesperson are more likely to have positive feelings and are more likely to evaluate the store and the salesperson positively. [Bruce’s note: I’m worried about how this might be implemented ;-)]

The bottom line: Customers have five senses, engage them!

About Bruce Temkin, CCXP
I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: