How to Use the Senses to Entice Customers to Purchase
Recently conducted research has found that when shopping, customers can be influenced to purchase based on what they can see, hear, feel and smell. It's therefore crucial for stores to appeal to the four senses of sight, sound, touch and smell in order to maximise sales. In this quick article, we explore the influence each sense can have and provide several helpful tips for incorporating them into your own retail environment.
Sight is perhaps the most powerful sense when it comes to influencing a customer to purchase. A great way to make use of what your customers see is to incorporate bright, contrasting and attention-grabbing colours to attract. You can also select specially chosen colours that have been proven to influence mood. For instance, blues are welcoming, greens give off a natural feel, red can indicate danger, and yellow evokes happiness. Even the temperature of colours used can have an effect – warm colours such as orange, red and yellow are said to attract impulsive buyers, while cool colours like blue and green are better suited to customers who have a buying plan.
How to use colour in your store: Place colourful products in dump bins near the point of sale to attract attention. You can also use colourful paint pens to decorate glass, posters and more.
Studies have shown that a pleasant scent has the power to keep customers in a store for longer. Certain smells can even evoke strong memories and trigger emotions – some of which may encourage customers to purchase more. Neurologist Dr. Alan Hirsch discovered in a study that 84% of customers were willing to pay $10 more for a pair of shoes on average when a pleasant scent was present in the room!
How to use smell in your store: Display fresh flowers with a pleasant fragrance in buckets or stands.
While touch is the least studied sense in terms of influencing purchasing, it can still play a large part. In a study that involved customers haggling the price for a new car, those sitting in hard, uncomfortable seats offered 28% less than those sitting in soft, comfortable chairs. People can also be very tactile, wanting to see and touch a product before they buy. If appropriate, you may like to have an unpackaged sample out for customers to hold and look at.
How to use touch in your store: Have a product sample available in your display, allowing for customers to pick up and examine before purchasing.
It’s no secret that music has the power to affect people psychologically and physically, triggering the release of dopamine and influencing mood. The type of music played is important, however: classical music can give a store an air of quality and prestige, while songs with slow tempos are designed to keep shoppers in a store longer and spend more money. Meanwhile, songs with faster tempos are often played in fast food restaurants to make customers eat faster and leave sooner.
How to use sound in your store: Play music that’s suited to the type of products you sell. If you want your customers to take their time and linger, play music with a slow tempo. If you want to get customers in and out as soon as possible, play music with a fast tempo.
Contact Display Decorations Today
To learn more about any of our products, or to discover even more ways to influence purchasing behaviour, get in touch with the friendly team at Display Decorations today. Call us now on (03) 9763 3722 or send us a message via our convenient online form.