Seducing the Senses

The experience of visiting a store should be comfortable, rich and have impact. Create a sensual experience in your store by paying attention not only to sight, but also to smell and sound.

Reinforce your customer's sensory experience by using fragrances in your store. Note how every department store around the world positions the fragrance counters on the ground floor across the entrance. Think of how enticing a bakery smells. Doesn't it make you want to buy something? How many times you've walked into a cinema, swearing not to indulge in the warm buttered popcorn, only to find yourself elbow deep in a large box?

Music builds atmosphere. Customers tend to stay longer in environments with appropriate music and if they stay longer, they typically buy more. A relaxed and fun work place will also increase the productivity and morale levels of your employees. Be sure that the music you choose fits the store and the customers. Stores attracting teens should play the lively, modern music, while nature-oriented retailers should use natural, calming sounds blended with classical themes. Avoid radio stations as commercials and newsbreaks are unappealing. CD systems are inexpensive and allow the music to play continuously without the risk of sudden silence. If your budget allows for it, digital music services are the best option.

Whether it is music, product displays, lighting or climate control, everything in the store can impact the customer's shopping experience. Your customers will remember your store if they heard one of their favorite songs playing and smelled that luxurious frangipani hand lotion at the counter.