Driving Sales Through Shoppers’ Sense of Sound, Sight,...

The current issue and full text archive of this journal is available at www.emeraldinsight.com/0959-0552.htm IJRDM 37,3 RETAIL INSIGHT 286 Driving sales through shoppers’ sense of sound, sight, smell and touch Brenda Soars Sound Environments, London, UK Abstract Purpose – The purpose of this paper is to explain how sensory stimuli can inï ¬â€šuence environments, improve the shopper experience and change the nature of behaviour in ways beyond our consciousness. Design/methodology/approach – This paper reviews research gathered over several years and it considers how signiï ¬ cant increases in sales can be achieved by attention to shopper â€Å"sightlines† and movement through each retail space; how neuro-imaging is starting to make sense†¦show more content†¦Not forgetting what drives shoppers in this era of many to many communications when social media means we are even more connected? Some outstanding sensory environments Some companies have clearly begun exploring sensory enhancement to their retail  ´ space, for example, the music, colours, lighting, decor and coffee aroma of upmarket  ´ coffee outlets such as Starbucks and Caffe Nero are designed speciï ¬ cally around customer needs. Research by Nes presso found that 60 per cent of sensory experience of drinking espresso comes from the retail environment, so they launched a chain of upmarket coffee outlets partially to enhance the appeal of their home-prepared product. Harrods recently ran an exhibition of the senses – an innovative means of increasing footfall to the store. Each of six lifts was treated with a different sensory experience. The â€Å"Sound† lift had a specially commissioned piece by Michael Nyman to demonstrate the physical effect of a conï ¬ ned space; micro lasers directed beams of light on Swarovski crystals in another; different smells, including the scent of a new car, were emitted at the touch of a button in a further lift; the â€Å"taste† lift provided the opportunity for customers to create their own ice-cream ï ¬â€šavours; the â€Å"tactile† lift demonstrated the challenges that face the sightShow MoreRelatedElements Of A Retail Storefront2144 Words   |  9 Pagesconsu mer and as such, it must be configured in such a way to facilitate sales. Dunne, Lusch, Carver (2011) state that for retailers, the retail store is the point where all other retailing activities converge. If handled correctly the storefront can be the â€Å"most meaningful form of communication between the retailer and customers† (Dunne, Lusch, Carver, 2011, p. 480). 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