The Link Between Customer’s Senses and Increased Sales

Filed in Blog, Customer Experience, Guest Blog, Retail by on February 4, 2018 0 Comments
The Link Between Customer's Senses and Increased Sales

Today we are excited to share a guest blog from Jasmine Williams.

One of the ways that major brands enhance marketing is by appealing to all five senses. Engaging customers at every level provides them a better experience.

SIGHT

To help your customers adjust quickly to your physical store, make sure you have a well-organized layout and use colors wisely (e.g. yellow suggests youth, red inspires creativity, and blue builds trust). Your visual strategy could include free-standing displays promoting a certain product, overhead banners in key traffic areas, and cross-merchandising to draw attention to related items.

Online sales on the other hand, can include videos, pop-ups, and infographics. Since online shoppers can only judge by what they see, quality photos are crucial. For items related to fashion, art, or collectibles, incorporate storytelling to convey values. A combination of several high-resolution photos and clever storytelling boosts sales of these items.

TASTE

You can use treats to satisfy visitors, particularly during social promotions. You’ll make customers feel more comfortable and appreciated during wait times by offering free beverages and snacks.

Provide incentives with a high-ticket purchase, such as a box of chocolates or a bottle of nice champagne. Any pleasure and gratitude you inspire will reflect on your brand.

TOUCH

Before you buy a new mattress, you want to try it first. With new clothes, the feel of the fabric against your skin will influence your decision.

One study showed that texture affects a customer’s likelihood of purchasing. Emotional attachment increases if shoppers enjoy touching an item, even with one finger. The sense of touch also applies to electronic items, such as using a mouse or navigating a touch-screen.

SMELL

Odors, even if barely detectible, have an impact on feelings and memories. Your business premises should never smell musty or unclean. Harsh chemicals can also be offensive. Try using fresh flowers and scented cleaning products. Plug-in odor diffusers also work or you could create an inviting aroma by providing baked goods or hot chocolate.

Free samples and scented ads are another marketing tactic you can use to attract clients.

HEARING

Dead silence creates tension. Businesses play background music to enhance the experience and reduce stress. You can also incorporate audio that automatically replays jingles, useful information, or a friendly welcome message. Select the tone, style, and rhythm to fit your brand, but remember not to play your music too loud or else you’ll startle your customers.

Another important tip is to consider the legalities regarding your choice of music regardless of whether in store or in online marketing videos.

Final Thoughts

In conclusion, if you’re going to optimize the customer experience, you’ve got to appeal to as many of the five human senses as you can. Strategic visuals, pleasing scents and textures, enjoyable audio, and tasty drinks or snacks are all positive elements your customers appreciate and remember.

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Jasmine WilliamsJasmine Williams covers the good and the bad of today’s business and marketing. She was rummaging through her grandma’s clothes before it was cool and she’s usually hunched over a book or dancing in the kitchen, trying hard to maintain rhythm, but delivering some fine cooking (her family says so). Tweet her @JazzyWilliams88

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