How to exploit the 5 senses in visual merchandising
Updated: Mar 14, 2021
VISUAL MERCHANDISING TECHNIQUES TO LIVE A MULTISENSORY EXPERIENCE
When setting up your retail store, as well as creating a visually engaging showcase, don't forget to call up the other 4 senses. The secret to putting the customer at ease is to create a multi-sensory experience.
Here's how you could take advantage of the 5 senses:
Vista - It is one of the most fascinating components of Visual Merchandising techniques. From the use of colors to lighting, you can communicate your message by playing on an infinite series of visual signals that impact emotionally on their psychological triggers.
Hearing - Music is an element that not everyone has grasped. It is a delicate detail, but we assure you that it will have a very positive effect on your customers. If you have an elegant and chic clientele, choose a slow playlist, so that people can “browse” each garment with confidence. If, on the other hand, you turn to teenagers, focus on the latest commercial music, they will not wait to enter.
Touch - this may seem obvious, but always remember to give customers the opportunity to touch, wear, or taste whatever you're selling.
Smell - It is no longer enough to see and touch, today there is a real science called perfume marketing. Sony, Superga or Samsung are just some of the companies that have realized the great power that perfume has in attracting customers. Smells have opened a new frontier, no longer linked only to images, but to the ability to transmit even more intense and complete emotions. But be careful not to overdo it.
Taste - If you think fifth sense only works in the food business, know that it doesn't. Even if you are not part of the sector you can still offer snacks at particular times. With full peace, they will be more relaxed, willing to listen to you and be captivated by your world of products and services. It is the right time to convince them to buy.
STORE MARKETING STRATEGY: EMOTIONS
Both in the window and in the shop, order the products in order to tell a story that arouses true emotions.
If, for example, you have to set up your shop in the middle of July and your products are completely Made in Italy, you could recreate the typical atmosphere of the Dolce Vita, which well represents our beautiful country. Who wouldn't want to ride a Vespa all summer, like Audrey Hepburn in Roman Holiday?
Put these tips into practice and find the one that best represents your brand's style. Get out of the dull, boring tactics and start experimenting. If you want to attract new customers, you need to understand them, get to know them and engage them through targeted marketing strategies.
A professional Visual Merchandiser can help you set up the perfect store, because she knows the best practices for engaging your customers. From setting up effective shop windows, for the eyes of your audience, to creating the layout of a store that turns into an experience to be lived.
Contact me today for a free and no obligation consultation. Start implementing your Visual Merchandising techniques right away.
Only with an innovative style will you be able to stand out from the competition and acquire trusted customers who will remember you and who will want to come back to your store again and again.