Your customers have five senses, yet shop floor displays rarely take them all in to account. Sensory branding is all about ensuring your brand appeals to all the senses, helping you connect with your customers on an emotional level.
The latest retail news is all about incorporating this concept into your shop floor displays, the basic point is that brands that appeal to multiple senses will be more successful than brands that don’t. We’ve gone through the senses one by one to bring you tips on how you can look to include them to create multi-sensory shop floor displays and window displays.
Of course, every shop floor display gives the customer a view of the products on offer and is aiming to show them off in their best light, but the core principle here is directing and controlling where the customer looks and for how long.
There’s a mass of information available on using colours as psychological triggers and making the most of lighting, symmetry and contrast. Knowing these tricks can be the difference between a pretty display and an intelligent display.
There’s a wide choice of shop systems to help with this aspect, glass cube displays are great tools, take advantage of lighting to highlight specific products to get the most out of your display cubes. Mannequins are great for controlling where the customer looks, cheap mannequins are a must-have for any UK retail display.
Touch isn’t just about your products being accessible for customers to touch, it’s about making sure they feel comfortable to try out items.
Tactical display systems such as Slatwall supplies can help ensure customers are content to touch, pick up and examine products whilst they browse.
If you sell consumable goods then offering free samples is the perfect way to allow your customers to try before they buy, it’s the equivalent of trying items on in a clothing store. A lot of specialist food stores have samples displayed on counters and sample stands, but it’s important customers are aware that they can ask to taste a product they’re tempted by. Use a simple poster display to invite your customers to ask for a taste. Our previous blog has more information on getting the most from your poster displays.
“Scent Marketing” is a topic in itself, with huge amounts of research carried out on the subject showing that smell is a fast track to triggering memory and emotion. It’s certainly worth doing some basic research into the area to find out how it can best be incorporated into your retail display.
The soundtrack your store plays should not be overlooked, it needs to appeal to your target customer and encourage the behaviour you’re after. Mellow music is known to slow people down, meaning customers are likely to spend more time browsing your store, whilst upbeat music with a fast beat has been found to encourage customers to shop faster and spend less.
Visit Valentino’s main website to see all the products we have available to help you with your sensory marketing.
Have you focused on all the senses in your shop floor display, let us know how you got on in the comments section below.