Retailing for the Senses
Retailing for the Senses
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The smell of baking bread in a supermarket can trigger an emotional connection of a happy childhood memory of being gathered around the family tea‐table.
Retail is not just about what you can see. It’s about what you feel, smell and hear when you are in a store. We find out from Dean Rolland, Managing Director, Wanzl UK Group about how it can make a real difference to the store experience.
With the rise in popularity of online shopping and the changing face of the high street, it is now more important than ever for traditional bricks and mortar stores to be innovative about their offering to customers. We are already seeing a closer alignment between ‘clicks and mortar’, with more stores offering augmented and virtual reality and ‘buy online, collect in store’ options, but what of the other more guerrilla tactics that retailers should be employing to physically arrest the sluggish footfall along our flat‐lining high street? Some of the bigger retailers are already capitalising on this approach. Indeed, it is not too bold a claim to say that scientists are playing with our heads to understand how shoppers of all ages and genders make physical sense of their retail experience. Those findings can be used to convince shoppers to follow their noses, literally, by exploring what physical, sensory and emotional prompts and stimulae are needed to convert ‘just looking’ into genuine sales.
Smell is an increasingly used weapon in
the battle for hearts and minds, not to mention sales. The smell of baking bread in a supermarket can trigger an emotional connection of a happy childhood memory of being gathered around the family tea‐ table. Likewise, the smell of rotisserie chicken can stimulate the part of the brain that craves carnivorous fare– a sort of primeval instinct to hunt and gather. Retailers can play on these positive associations by artificially creating fragrances in store to encourage consumers to ‘smell and dwell’ and open their hearts and purses.
Using the senses is just one of many innovative techniques retailers have at their disposal when enticing customers into their shops, encouraging them to browse and ultimately make a purchase. With the news that store closures surged tenfold in 2012, perhaps now is the time to sniff out a solution!
Contact Wanzl UK Group T: +44 (0) 1926 451951 W:
www.wanzl.com
www.a1retailmagazine.com
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