Ambiance and subtle details that appeal to your consumer’s senses are more important than you might realize. Think about it: When you go about your daily errands, what entices you to buy one product over another? What entices you to shop or eat at certain places? Of course quality and fair prices matter greatly—but also, think of how important small details are. I’m willing to bet you’ve thought, “I’d love to eat at [insert restaurant here], the food is great, and the dining room is really beautiful!” … Or something to that effect. How many of us adults have ever enjoyed eating at the Rainforest Cafe simply because the experience was really cool? I know I have. Allan Jett, our Sales Executive at SRC, thought about this in depth… He writes, My wife and I make a special trip to our local bakery for fresh bread. As we enter the store, the aroma of fresh baked bread is the first thing we notice. Our favorite bookseller has classical music softly playing in the background. I buy my clothes from local retailers because I like to feel the fabric before I buy; I can’t do this through a catalog. We also make a special trip out to Colasanti’s Market in Milford every few weeks. They put out samples to taste of different cheeses and gourmet treats we would never consider purchasing otherwise. By appealing to as many senses as you can, you can easily build repeat sales. Notice the subtle techniques successful sellers employ. Look beyond upfront cost when considering an option such as LED lighting. What could be more vital to a beverage retailer then how their products are presented? Bottlers have spent millions of dollars on packaging – show it off with a vibrant presentation! There have been scientific studies done on how important it is to appeal to consumers’ five senses. For example, Science Daily posted an article: “Taste Sensation: Ads Work Better If All Senses Are Involved“ Here’s an excerpt from it:
“Because taste is generated from multiple senses (smell, texture, sight, and sound), ads mentioning these senses will have a significant impact on taste over ads mentioning taste alone,” write the authors.
In the experiments, participants were randomly assigned to view one of two ads. One ad was designed to appeal to multiple senses (for example, a tagline for a chewing gum read “stimulate your senses”), while the other ad mentioned taste alone (“long-lasting flavor”). After sampling the gum, the participants listed thoughts they had regarding the item and then rated the overall taste.
“The multiple-sense ad led to more positive sensory thoughts, which then led to higher taste perception than the single-sense ad,” the authors write. “The differences in thoughts were shown to drive the differences in taste.” The results were repeated with potato chips and popcorn.
So, next time you’re considering buying something that would appeal to your consumers’ senses, consider it more seriously than last time… You’d be surprised at how many people appreciate ambiance and subtle details. If you own a business, have you purchased things before solely because you think it will attract customers? What was it? If you don’t own a business (and even if you do!), what small details in stores/restaurant/etc. appeal to you most? Is it the cool lighting, nice woodwork, or beautiful floral arrangements? We can all learn something from each other! Tell us in the comments below!