COVID Catch-up The playground of the senses
Aaah, shopping! That unhurried return to our hunter/gatherer roots, as we wandered the aisles looking for this, picking up that, and communing at our leisure with our fellow-tribesmen. Alas, no more, of course – we scurry the aisles anxiously, eyeing other shoppers with suspicion, as carriers of contagion or cunning competitors for that last roll of toilet paper, while mentally stretching our already thin household budgets over the next three aisles to the till point. How, then, to keep customers calm so that they carry on shopping? Enter sensory shopping, according to Aussie outfit Mood Media. A store that smells newly-disinfected, for example, is one in which shoppers will bide their time and fill their baskets. Calmer, quieter music is another plus. Under normal circumstances, you’d want to activate their sense of touch, too, but now not so much – which is why visual merchandising becomes more important at times like this. Sensory marketing – when shoppers have cash – has been shown to increase sales by up to +10%.
Comment: Time for a rethink of the store. Get creative, people. Or, get creative people.