Even though much of today’s shopping takes place online, a notable portion of sales still happens in physical stores. So, what drives a customer to buy something in person? How can business owners and managers encourage shoppers to engage with a product and make a purchase? Understanding shopping behavior in physical stores can greatly impact both customer traffic and sales.
Contrary to popular belief, physical stores hold a significant edge over e-commerce: they can appeal to shoppers’ senses. Engaging multiple senses simultaneously can capture and hold attention more effectively. Research shows that customers who engage all five senses in a store are inclined to spend more time there and are more likely to make a purchase.
Sight is the most commonly used sense by retailers. By leveraging light, design, color, and style, they can appeal to shoppers visually. Clean, well-organized displays that present products attractively can draw customers’ attention.
Touch is another powerful sense that retailers can utilize. Online shoppers can’t touch or try products until they receive them, which can make them hesitant to buy items for this reason. In clothing stores, for instance, it’s crucial to ensure that an item not only looks good but is also comfortable and fits well. This is not possible with online shopping. Encouraging shoppers to touch and handle products in-store increases the likelihood of a purchase.
Sound can also enhance the shopping experience. Some stores use fragrances to create a pleasant atmosphere and draw customers in. Utilizing sound is another method to maintain a welcoming environment. The type of music, beats per minute, and volume can influence how long customers linger in the store or if they feel rushed to leave.
Taste may not be practical for every retail setting, but food retailers can certainly use this sense to their advantage by offering samples of their products. This approach has proven successful in drawing shoppers.
Industrial electrical contractors, for example, can also benefit from utilizing sensory engagement techniques to attract and retain clients. For more insights on how to tap into the senses and influence customer behavior, check out the accompanying resource.
