How to use sensory branding in your shop floor display

Your customers have five senses, yet shop floor displays rarely consider them all. Sensory branding is all about ensuring your brand appeals to all the senses, helping you connect with your customers on an emotional level.

The latest retail news is all about incorporating this concept into your shop-floor displays. The basic point is that brands that appeal to multiple senses will be more successful than brands that don’t. We’ve gone through the senses individually to bring tips on including them in creating multi-sensory shop-floor and window displays.

Sight

Of course, every shop floor display gives the customer a view of the products and aims to show them off in their best light, but the core principle here is directing and controlling where the customer looks and for how long.

There is a lot of information available on using colours as psychological triggers and making the most of lighting, symmetry, and contrast. Knowing these tricks can be the difference between a pretty and intelligent display.

There’s a wide choice of shop systems to help with this aspect. Glass cube displays are great tools. Take advantage of lighting to highlight specific products to get the most out of your display cubes. Mannequins are great for controlling where the customer looks. Cheap mannequins are a must-have for any UK retail display.

Touch

Touch isn’t just about making your products accessible for customers to touch; it’s about making sure they feel comfortable trying out items.

Tactical display systems, such as Slatwall supplies, can help ensure customers are content to touch, pick up, and examine products while they browse.

Taste

If you sell consumable goods, offering free samples is the perfect way to allow your customers to try before they buy. It’s the equivalent of trying items on in a clothing store. Many specialist food stores have samples displayed on counters and sample stands, but customers must be aware that they can ask to taste a product they’re tempted by. Use a simple poster display to invite your customers to ask for a taste. Our previous blog has more information on getting the most from your poster displays.

Source: Pixabay

Smell

“Scent Marketing” is a topic in itself, with huge amounts of research showing that smell is a fast track to triggering memory and emotion. It’s worth doing basic research into the area to determine how it can best be incorporated into your retail display.

Sound

The soundtrack your store plays should not be overlooked. It needs to appeal to your target customer and encourage the behaviour you’re after. Mellow music is known to slow people down, meaning customers are likely to spend more time browsing your store, while upbeat music with a fast beat has been found to encourage customers to shop faster and spend less.

Visit Valentino’s main website to see all the products we offer for sensory marketing.

Have you focused on all the senses in your shop floor display? If so, let us know how you got on in the comments section below.