A Great Influence on Environments: Sensory Stimuli - Essay Example

USING EXAMPLES, PROVIDE A CRITICAL OVERVIEW OF HOW SENSORY STIMULI ARE DEPLOYED IN RETAIL SPACES AND/OR ADVERTISEMENTS Professor’s name: Institution: Date: Introduction Stimuli are changes that occur in our environments that require an immediate change in behaviour called response. In advertising to be precise sensory stimuli are employed to change the customer’s perception about a particular commodity or service. According to Soars (2009, p. 286), sensory stimuli have a great influence on environments, experience and behaviour without one’s realization. Naturally people perceive their environments using all their senses hence an engaging experience will require a more sensory perception. Consequently if sensory stimuli are appropriately applied, they are able to make someone to relax, feel motivated, change attitude and even affect the decision making process (Nelson and Hitchon, 2003, p. 354). For instance if an advert presents a product colourfully in a manner that entices the visual sense, a customer’s perception about the product will change in spite of its cost. Some of the commonly used sensory stimuli in advertisements/retail shops have been discussed below. Smell Among all the senses, the one that is closely connected to emotions is smell. This is because the olfactory system in the brain detects scents and odours and quickly signals the limbic system which in turn triggers emotions (Soars, 2009, p. 288). Smell is considered to be very powerful and is commonly used in advertising since it takes an individual to a world of nostalgia. Customers find pleasure spending their time in restaurants or retail shops that are blended with a good scent. Scents make shoppers to spend quality time while carrying out their purchasing. As a result of good scent in that environment the customer is most likely to revisit that same environment more often (Nelson and Hitchon, 2003, p. 364). Smell is also considered to have very high attraction power as it can be felt from a distance hence attracting people who even did not have interest in that thing. Nelson and Hitchon (2003, p. 365) explains that casinos and restaurants are the best examples that have employed the smell stimulus in attracting customers and retaining them. They use them to put their customers in a spending mood as these customers enjoy the freshness and sweetness of the aromas they are likely to spend more. For instance recently some restaurant diffused two scented oils (lavender and lemon) in two different occasions and assessed the results after (Soars, 2009, p. 189). The restaurant found out that sales were high when lavender was used as compared to lemon oils. The possible account for this is that lavender oils triggers emotions while lemon brings about freshness. From the above observation, one should learn his/her customers well and give them exactly what they want. In addition one should also take into consideration gendered scents. Some scents are considered feminine while others are considered masculine. Taste Taste is a form of sensory engagement that is used by many retailers to uplift sales? Retailers opt to giving samples to their customers as a form of attracting them and with the aim of maintaining them (Nelson and Hitchon, 2003, p. 368). The taste stimulus in advertising employs the fact that one has to try a product before buying it. Research has indicated that a sampling greatly influences a customers’ perception about a product since he/she is sure of what it contains. It also increases the possibility of impulse buying and it applies to not only less costly food products but also to high cost non food products. Nelson and Hitchon (2003, p. 368) confirms that after tasting the worth of a product a customer finds him/herself in a fix of wanting to buy the product. Unfortunately some retailers have not been able to implement appropriate sampling techniques in order to attract customers. For instance in the introduction of a new product to the market, sampling has been the best method to do this. First here consumers have great doubts in the product because they have no experiences with it (Nelson and Hitchon, 2003, p. 371). The most advantageous thing that comes along with the taste stimulus is immediate feedback. This is because a customer is able to use the product there and then and make a decision. Studies have shown that this type of product promotion does not only uplift sales shortly but creates what is called ‘halo effect’. The question is, “What about in introducing new products that cannot be tasted such as cars?” Nelson and Hitchon (2003, p. 372) argues that in such situations one is required to develop classic interactive display strategies that can satisfy a customer’s anxiety. In those displays a customer will be able to see and even feel the cars and then make a choice of what interests him. Visual This stimulus is mostly done through what a customer can see through things like screens, glass-window shops, presenting content through screens, projectors and billboards. Mostly what catches the eye has to be colourful and attractive. Soars (2009, p. 298) asserts that some of the common visual techniques include good packaging, branding, space planning, good selling environment and wonderful display. Any tactic used to trigger the sense of sight has to be applied appropriately in order to attain the targeted goal. Selling through sight has been very basis in retail shops for years now. Most customers use their visual sense to direct them to the product they want. However on screens like TVs the messages being conveyed have to be short precise and clear (Burns, Biswas and Babin, 2001, p. 71) Supper-markets are the best example to explain how the visual sense works in improving sales. Burns, Biswas and Babin (2001, p. 71) describes that in super-markets shoppers rely on the display, packaging and the messages that are conveyed on the cover of a product to make their purchasing decisions. Hence it requires a product to attract attention in order to sell. Products that are well displayed and branded have been seen to make high sales as compared to the poorly placed within the shop environment. In fact how can a product sale if cannot be seen by the potential buyer. Moreover the sensory stimulus has different impacts on various demographics. For example older buyers consider less brand options thus branding changes cannot have much effect on them (Soars 2009, p. 298). Touch as a Tactile Experience Power The power of touch in –store is significant to purchaser engagement. However, products virtual online representations can convey colour and shape, look, temperature, sense of texture, but feel and weight can only be determined through touch. Sometimes retailers make it extremely difficult for the consumer to acquire products. This is in reference to retail upmarket environments exhibited by high security and a limited number of staffs. It is of great significance for retail owners to understand that ownership and touch are related closely. In addition to that, they are related to ownership anticipation. For instance, when products are physically handled by consumers, there is an increase of sense of valuation and ownership in reference to the product. According to researches carried out, the touch concept exhibits various implications in correspondence to purchase behaviour. Thus, it is dependent on who handles the product. For example, male customers responds positively to touched products (contaminated products) particularly when touched by a woman who is highly attractive in comparison to if it was handled by a man perceived to be highly attractive (Peck and Shu 2009, p.698). As a matter of fact, retailers should not ignore the role played by touch in the consumer decision buying process. This is applied where a product quality, comfort and integrity are involved. Thus, retailers need to find ways in order to optimise their retail environment. They can follow the below illustrated tactics Techniques and Tactics Sense of touch provides consumers with empowerment logic in terms of their experience while shopping. This however cannot be experienced online. Touch enhances product or brand tactile interaction thus influencing consumer purchasing decision and their experience. In retail spaces, touch screens are common place and paves way for online mimicking flexibility. In-built kiosks with touch screens have necessitated the presentation of choices and information to consumers by retailers. This has consequently increased their knowledge of products and purchase decision simplification. On the contrary, numerous retailers have tried this approach but have not succeeded. The retailers’ failure is attributed to underestimation of the need to avail customers with contents that adds value and is unique to their shopping sensory experience. The use of touch screen is common with Adidas footwear retailer. They have introduced a shopping wall that is interactive enabling consumers to view a variety of shoes models. Consumers have the ability of navigating and manipulating the showcased virtual products utilizing touch gestures. The benefit of such a technology is that, an individual can browse in any location of the store, access the stores extensive inventory and rapid reply to their queries. Through the utilization of this technology, it has been possible for many retailers to blend in-store traditional sensory and virtual technology engagement. Sound: Shopping Experience Amplifying It is evident that sounds and music can influence retail environment shopping experience. In addition to that, it can impact on consumers in ways that are very tangible. Therefore, it is of great significance for sound consideration by retailers. This is because of the perceived harmony between the brand and music (Vaccaro 2009, p.190). As a result of our keenly developed auditory sense, sounds that are unattractive or unappealing can turn away customers. Nevertheless, the use of unattractive sound can be utilized to maintain and attract shoppers in a location that is featured. Similarly, in the creation of ambience and mood, music can be strategically utilized in correspondence to service delivery. For instance, a slow-paced music is characterized with a congested retail environment. The combination sensory perceived to be worst, is when loud and frenetic music is provided in a crowded setting (Eroglu et al 2005, p.583). Retailers should be keen on the type of music they play in-store as it influences tangibly the moods of the shopper. For instance, sad music fosters negative purchasing emotions whilst intriguing music inflames positive consumption emotions thus engineering consumers to spend their valuable time in the store. Retailers interested in increasing consumer sentiment and dwell time should utilize joyful music (Chien-Huang & Shih-Chin 2006, p.178). It is essential for retailers to ensure that in-store experienced music reflects the brand consumer’s perception. This refers to those brands that serve an emotional need whereby purchase behaviour is closely linked to a consumer mood. For example, if romantic music is incorporated in a shop owned by a florist, then consumers will spend more cash in comparison to when pop music is aired. These findings are vital for space retailers who are in dire need of creating a particular market position and a brand feel in a unique sector and need to increase on consumers dwell time, average spending and continuous visitation. Techniques and Tactics The store ambiance should be added by music. However, it should be vital to the market and product. In that case, the music should not be played too loud to be noticeable immediately. It should mask customers’ sounds as they move around the store, working employees or people’s conversations. The challenge experienced by retailers while utilizing sound is deciding on the perfect music to boost wide demographic experience while limiting factor of annoyance. Radios can be utilized in-store by retailers to influence the behaviour of customers while scheduling advertising audio messages continuously. Numerous retailers have identified the use of radio as an income stream additional value, presenting an advertising avenue to suppliers. Conclusion Currently, the retailing industry is experiencing a lot of change. This is as a result of shopping mall introduction. In effect, the retailers must understand how their channels and assets mix. The online retail growth has shifted the attention of retailers to the promotion and sales virtual channels. Therefore, there is the need for retailers to utilize the sensory stimuli to increase their customer base and consequently income flow. Retailers’ acknowledgment of how various sensory stimuli can be incorporated is of great significance. The utilization of touch, sound, taste, smell, interwoven with intelligent promotions and brand architect agenda can improve retailers’ competitive advantage. With the use of the sensory stimuli, the retail stores will become more interesting, brighter and highly interactive in the future. Bibliography Burns, A.C., Biswas, A and Babin, L.A. (2001). The operation of visual imagery as a mediator of advertising effects, Journal of Advertising, vol. 22, no. 2, pp. 71. Chien-Huang, L., & Shih-Chia,W. (2006). Influence of audio effects on consumption emotion and temporal perception, Journal of American Academy of Business, vol.10, no.1, pp. 174-178. Eroglu, SA., Machleit, KA., & Chebat,JC. (2005). The interaction of retail density and music tempo: Effects on shopper responses, Psychology & Marketing, vol.22, no.27, pp. 577-589. Nelson, M.R. & Hitchon, J.C. (2003). Loud tastes, coloured fragrances, and scented sounds: How and when to mix the senses in persuasive communications, Journalism and Mass Communication Quarterly, vol. 76, no. 2, pp. 354-372. Peck, J. & Shu, SB.(2009). The effect of mere touch on perceived ownership, Journal of Consumer Research, vol.36, no.3, pp. 434-447. Soars, B. (2009). Driving sales through shoppers sense of sound, sight, smell and touch, International Journal of Retail & Distribution Management, vol. 37, no. 3, pp. 286-298. Vaccaro, VL. (2009). The impact of atmospheric scent and music-retail consistency on consumers in a retail or service environment, Journal of International Business & Economics, vol.9, no.4, pp. 185-196. Read More