How Do Sensory Marketing Tactics Impact The Customer’s Behaviour?

In this competitive retail landscape, brands and businesses are continuously finding out new ways, like implementing immersive branding design, in order to attract the eyeballs of the customers and further establish a deeper and more personal connection with them.

To accomplish this, they developed and introduced the concept of sensory marketing. This new and innovative way of branding and marketing helps brands attract and retain customers by significantly impacting their senses (seeing, hearing, smelling, tasting, and touching) and further providing them with a memorable shopping experience.

Through the medium of this article, our readers will get to know how leading brands are making use of different sensory elements in order to engage their customers and enhance their overall retail journey. But first, let us have a look at the overall benefits that can be experienced by retail brands if they implement sensory marketing.

• They can offer their customers an enhanced overall shopping experience.
• Brands can reinforce the identity of their business by triggering specific senses of the customers.
• Sensory marketing tactics help brands differentiate themselves from the other ones present in the market, further keeping the competition alive.
• Brands can implement tactics to positively impact the senses of their customers to further influence their overall mood and behavior, making them purchase the products.

Bring in emotions and memories through a specific scent!

Various studies suggest that scents have a significant impact on the emotions of human beings, making it easier for them to recall certain memories. Hence, brands can use this as a marketing tactic to attract customers and make it easier for them to recognize their brand.

Also, brands can incorporate signature (specific) scents in their retail stores, along with other retail elements, to further create multisensory experiences for the people who step into their stores. This will help them build a long lasting impression on the minds of their customers. 

Apple, one of the most famous American computer and consumer electronics companies that has its retail stores set up in the entire world, irrespective of the location, uses a signature fragrance in its retail outlets. As suggested by its branding agency, Apple ensures that the specific scent is always implemented in its retail stores.

In addition, the scent utilized by Apple is a mixture of clean and fresh notes that further trigger the sense of sophistication and modernity. Hence, apple users from all around the world will be able to recognize this consistent smell, irrespective of their geographical locations.

Set the mood and atmosphere with a pleasant sound!

As found in different studies, it is believed that sound has the power to evoke intense emotions and further influence the overall behavior of a human being. In other words, sound can either make a situation or simply break it. Retail brands can leverage the power of sound in order to positively impact the purchasing decisions of their customers and make them buy their products.

In addition, retail brands can also enhance their brand image by practicing sonic branding. They need to research and carefully opt for a playlist that aligns with their brand image and objectives as well. This will help them create a welcoming atmosphere for existing customers and potential users, further adding more to their overall retail experience.

W for Women, a renowned brand that deals in women’s clothes and accessories practices sonic as well as aroma branding tactics in order to present its customers with an immersive and peaceful shopping experience.

They opted for complete branding design and implementation services by D’Art Design, who further suggested they implement sensory branding tactics. The design firm further implemented a soft and subtle scent across all the retail stores of W For Women. They further created an interesting mixture of different songs that perfectly align with the brand’s identity and values, further making the shopping experience a lot more memorable for the customers.

Create tactile experiences by encouraging customers to see and touch the products!

The term tactile is a synonym of the word tangible. A retail business that allows customers to freely see and touch the products, creating a tactile experience for them, will experience a huge increase in the engagement rate of customers with its brands.

In addition, the brand will further take one step ahead in fostering a more profound and more personal sense of connection between the customers and the products of its brands.

From implementing visual merchandising to allowing customers to freely interact with the products, a brand can easily elevate the overall retail experience of a customer by incorporating attractive tangible elements in its retail store.

House Of Red Chief hired D’Art Design to get their retail stores ready. They further decided to incorporate sensory marketing tactics in order to appeal to the eyeballs of potential customers. The House Of Red Chief retail store provides an immersive retail experience to the customers by allowing them to clearly view all the products listed in the store and further touch them as well.

Due to impressive visual merchandising, customers get a clear view and are able to pay attention to the products they are interested in.

Also, they can touch and try on the products in order to decide whether or not they should purchase them.

Winding up

This was our article on sensory marketing for retail businesses.

Over here, we discussed how implementing sensory marketing can impact the customer’s behavior, further impacting the sales and growth of that retail business.

From the above information it is very clear that sensory marketing is a very powerful way of branding that can be used by retail businesses to increase the engagement ratio of customers with their brand. Also, they can utilize this marketing tactic to establish a deeper connection with their customers further, differentiate themselves in the market, and stay one step ahead of their competitors.

By hiring an efficient branding agency and implementing effective sensory marketing strategies, brands can create immersive retail environments for their customers, which will further result in retained customers and increased sales.