Driving sales through shoppers' sense of sound, sight, smell and touch

This paper 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 the authors' 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.

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.