For retailers that have a storefront it is important to remember that the marketing mix also includes the retail customer experience.  When a customer enters your store it’s of utmost importance that the proper sight, sound and scents are used to invoke the feelings that will move your customers to a purchase.

Now I am not saying use mind control (well maybe I am) but using the proper scents, visual elements and sounds definitely result in more purchases.  For example did you ever wonder why the bakery sections of the larger supermarkets are positioned in the front of the store?  It’s because they know that the smell of baking bread and cookies will make you hungry and thus purchase more throughout the store.  (Same thing with the roasted chicken.) Did you know that on many of the overhead music tracks there are subliminal messages that are designed to guide you to a purchasing decision?  What about the spray they use on the vegetables?  Who wants to buy a dull colored vegetable?  The water makes them more appealing to our senses.  What about the music?  Do you think that is random songs?

Below are some things to consider.

Sight

Color influences behavior and affects shopping habits. Impulse shoppers respond best to red-orange, black and royal blue. Shoppers who stick to budgets respond best to pink, teal, light blue and navy. 

Have you noticed that most fast food restaurants are decorated with vivid reds and oranges? It’s been known that reds and oranges encourage diners to eat more and faster.

Toys, books and children’s sites usually contain blocks of bright, primary colors? Young children prefer these colors and respond more positively.

Since the three senses mentioned influence customers decisions to buy or not to buy choosing the right strategy for your company is crucial. You should not go it alone.

Sound

Make sure that the music you do play is pre-recorded.  This way you have total control over the type of music and the tempo.

According to:
Advances in Consumer Research Volume 20, 1993      Pages 336-340
THE INFLUENCE OF BACKGROUND MUSIC ON SHOPPING BEHAVIOR: CLASSICAL VERSUS TOP-FORTY MUSIC IN A WINE STORE
Charles S. Areni, Texas Tech University
David Kim, Texas Tech University

As part of a field experiment in a large U.S. city, the background music (classical versus Top-Forty) in a centrally located wine store was varied over a two month period. The results of an ANOVA indicated that the classical music influenced shoppers to spend more money. Additional findings suggest that, rather than increasing the amount of wine purchased, customers selected more expensive merchandise when classical music was played in the background. MacInnis and Park’s (1991) notion that music is more persuasive when it “fits” the persuasion context is employed to account for these results.

Scent

Since smell is the closest sense linked to memory. Creating pleasant scents in your store gives consumers a feeling of nostalgia.  They become more relaxed and thus increase the chances of making a purchase.  Using a customer scent helps consumers remember your brand.  You can also incorporate scent into printing thus increasing your direct mail success. A website to find your scent is here:  http://www.scentair.com/products-services-scents/

I hope this helps. As always your comments are always appreciated.