Research with a Christmas twist indicates that stimulating a combination of senses heightens shoppers’ perceptions in a retail environment. Multi-sensory marketing experiments that combined Christmas music with a scent traditionally associated with Christmas (for example Apple Spiced Cinnamon) together proved more effective:
The report states that:
'The results of this experiment indicate that consistency between an ambient scent and music in a retail setting leads to more favorable perceptions of the store, its merchandise, and the store environment. Behavioral intentions to visit the store are also positively affected by consistency between ambient scent and music. When inconsistency exists between the ambient scent and music, however, evaluations and behavioral intentions are not affected and in some instances are negatively affected.'
Creating a coherent theme and atmosphere with the use of multi-sensory marketing has a positive impact on customers and gets your brand’s message heard (and in this case smelt!).You can also use these techniques on an exhibition stand to immerse your visitors in a total sensory experience!
Read 'It’s Beginning to Smell (and Sound) a Lot Like Christmas: The Interactive Effects of Ambient Scent and Music in a Retail Setting' to see the detailed results of Eric R. Spangenberg's, Bianca Grohmann's and David E. Sprott's experiments.
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