In the first part of this series on optimal store design, we discussed the many ways companies such as Disney can influence the senses of consumers, and how a similar strategy can be applied by every jewellery retailer.
It was noted that layout should be optimised so that everyone who visits your jewellery store should discover something fascinating waiting to capture their attention.
Indeed, the design of a store should encourage consumers to walk past and acknowledge every product of note.
The influence of music was also detailed, and how the right soundtrack in a jewellery store can lift the mood of your customers, forging a crucial positive association between the visitor and the business.
These positive associations can lead to customer loyalty, including repeat visits and sales.
With that said, there's more to learn!
Touch: What do we feel?
If your displays are too intricate, shoppers will be afraid to touch them, fearing they will damage them.
If you have been followed by a sales associate who immediately fluffs and refolds everything you pick up, then you know what we mean!
I'm sure you'd agree that’s no way to shop, displays should encourage customers to touch the merchandise.
Set your displays so customers interact with the items and employ cross merchandising. This will encourage customers to pick up products they hadn’t originally intended to buy.
Place merchandise outpost displays that feature products from one department in another or in an unexpected area.
Top off displays with signage that inspires interaction and engagement, and merchandise different textures together to stand out.
It’s about doing whatever you can to engage shoppers and encourage them to consider something new.
Smell: Unlocking hidden memories
What do you think of when you smell the intoxicating aroma of popcorn?
Sharing a big bowl on family movie night, a visit to the theatre, or even a local business offering free bags, freshly popped from a machine near the front entrance?
If you said the local business, we’re on the same page. Yes, it’s nice to feed customers; however, it’s also ideal when customers think of that store whenever they smell popcorn.
Olfaction – the sense of smell – is the sense most closely linked to memory. A single sniff of a familiar scent can bring you back directly to where you first smelled it.
According to ScentAir, the world’s largest scent marketing firm, different scents can affect the moods of those who smell them.
Lavender and vanilla are calming scents, while peppermint and grapefruit are said to be energising.
Disney’s ‘Smellitizers’ pump out the scent of candy, freshly baked pastries, and popcorn in various places. Look closely to find artfully hidden Smellitizers in every store and attraction.
Simply stated, scent marketing works! There are many scent marketing companies that help you choose a unique scent for what you sell, or you can pick up scent diffusers locally.
With that said, please don’t burn candles in your store – it’s just not worth the risk!
Taste: Tip of the tongue
One of our favourite research projects is watching shoppers at supermarkets sample the free food. It’s interesting to note that many make a beeline for whatever is offered and toss it in their carts.
Supermarkets will tell you that there is solid evidence that sampling sells more products, so even if you don’t include food items in your business, you can cash in on the trend!
It's easy to make food part of your customer experience. Every event you hold should include food – and that’s our motto: Food is good!
It’s always best to get treats from a caterer rather than do it yourself.
You don’t need the added hassle on event days, and with COVID-19 still a consideration, you are safer going with professionally prepared or pre-packaged food and drink.
Offer shoppers bottles of water adorned with your logo, partner with a local restaurant to provide refreshments during your in-store events, or consider hosting a wine tasting.
And offer candy — especially chocolate — at the register! It’s a no-brainer, and many big box retailers do it, so there is already a precedent.
Something to consider?
You don’t need to go as far as Disney does when attempting to control your in-store experience.
With that said, utilising sensory marketing to engage all five senses among your shoppers will put you far ahead of your competition.
Another perk? None of these ideas can be implemented by an e-commerce retailer. It's a unique advantage, waiting to be capitalised by your business.
That’s a big win for bricks-and-mortar jewellery retailers!
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