Driving Sales Through Shoppers’ Sense of Sound, Sight, Smell and Touch

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 influence 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 significant increases in sales can be achieved by attention to shopper “sightlines” and movement through each retail space; how neuro-imaging is starting to make sense of our reactions to products; how Virtual Reality can save money and how a well-designed study is a cost-effective means of ensuring environments are right for shoppers. The latest sensory approaches are also assessed together with thoughts to ponder for the next decade including a word of caution for all to ensure success does not come at the detriment of our planet. Findings – The current economic gloom need not spell financial disaster for the retail sector. Consumers will simply become more discerning as they spend their limited resources. The savvy retailer will invest in understanding shopper needs and motivations to create an enhanced shopping experience by moving beyond simple POP displays and signage, where “minor plus est”, through to shoppers’ sense of sound, sight, smell and touch which will have a clear impact on decision-making, store choice and spend. Originality/value – This paper will be of interest to all operating in the retail sector. Keywords Consumer behaviour, Shopping, Consumer psychology, Sensory perception Paper type Research paper

Our sense of sound, sight, smell, and touch have a powerful effect on us, and psychological research is just beginning to explain some of the physical, cognitive, social and

References: Alpert, J.I. and Alpert, M.I. (1990), “Music influences on mood and purchase intentions”, Psychology & Marketing, Vol. 7, pp. 109-33. Baker, J., Levy, M. and Grewal, D. (1992), “An experimental approach to making retail store environmental decisions”, Journal of Retailing, Vol. 68 No. 4, pp. 445-60. Bruner, G. (1990), “Music mood and marketing”, Journal of Marketing, October, pp. 94-104. Citrin, A.V., Stem, D.E. Jr, Spangenberg, E. and Clark, M.J. (2003), “Consumer need for tactile input: an internet retailing challenge”, Journal of Business Research, Vol. 56 No. 11, pp. 915-22. Duncan Herrington, J. (1996), “Practical applications of music in service settings”, Journal of Services Marketing, Vol. 10, pp. 26-41. Gardner, M.P. (1985), “Mood states and consumer behaviour: a critical review”, Journal of Consumer Research, Vol. 12 No. 3, pp. 281-300. Gueguen, N. and Petr, C. (2006), “Odors and consumer behavior in a restaurant”, International Journal of Hospitality Management, Vol. 25, pp. 335-9. Kazim, F. (2004), “Experiencing the retail promenade of Ikea”, unpublished MSc paper, UCL, London. Knasko, S. (1989), “Ambient odor and shopping behavior”, Chemical Senses, Vol. 14 No. 5, p. 719. Lipman, J. (1990), “Scents that encourage buying couldn’t smell sweeter to stores”, The Wall Street Journal, January 9, p. 5. Lombart, C. (2004), “Browsing behaviour in retail stores: an opportunity for retailers?”, European Retail Digest, No. 43, pp. 58-84. McClure (2005), “Neural correlates of behavioural preference for culturally familiar drinks”, Neuron, Vol. 44. IJRDM 37,3 298 Maynard & Co (2007), “Retailers look for creative ways to get customers to stick around and spend more”. Miller, G.A. (1956), “The magical number seven plus or minus two”, Psychological Review, Vol. 63, pp. 81-97. Milliman, R. (1982), “Using background music to affect the behavior of supermarket”, Shoppers, Journal of Marketing, Vol. 46, pp. 86-91. Moray, N. (1993), “Designing for attention”, in Baddeley, B. and Weiskrantz, L. (Eds), Attention: Selection, Awareness and Control, Clarendon, Oxford, pp. 53-77. Morrison, M. (2001), “The power of music and its influence on international retail brands and shopper behaviour: a multi case study approach”, paper presented at the Australia and New Zealand Marketing Academy Conference. North, A.C., Hargreaves, D.J. and McKendrick, J. (1997), “Ins-store music affects product choice”, Nature, Vol. 390, p. 132. Simon, H.A. (1974), “How big is a chunk?”, Science, Vol. 183, pp. 482-8. Simons, D. (2002), “Advertising as science”, American Psychology Association, Vol. 33. Spandenberg, E., Crowley, A. and Henderson, P. (1996), “Improving the store environment do olfactory cues affect evaluations and behaviours?”, Journal of Marketing USA, Vol. 60 No. 2, pp. 67-80. Treasure, J. (2007), Sound Business, Management Books 2000 Ltd., Kemble. Further reading Penn, A. (2005), “The complexity of the elementary interface: shopping space”, in van Nes, A. (Ed.), Proceedings, 5th International Space Syntax Symposium, Delft, pp. 25-43. Soars, B. (2003), “What every retailer should know about the way into the shopper’s head”, International Journal of Retail & Distribution Management, Vol. 31 No. 12, pp. 628-37. Yalch, R. and Spangenberg, E. (1990), “Effects of store music on shopping behavior”, The Journal of Services Marketing, Vol. 4, Summer, pp. 31-9. About the author Brenda Soars is a specialist in using people’s sense of sound, sight, smell and touch to create enthusing environments that influence behaviour, boost revenue and make communications work better. Brenda Soars can be contacted at: www.soundenvironments.co.uk To purchase reprints of this article please e-mail: [e-mail] Or visit our web site for further details: www.emeraldinsight.com/reprints