Humans are curious by nature and have a thirst for information as part of our survival instinct. Shopper marketing research shows that the purchase decisions are driven by subconscious and emotional factors, and not just visual of the brand or packaging. In the era of over-communication where information can be easily accessed through our fingertip, we need a better way to get shoppers attention and connect with more than just a visual level.
By engaging human sensories, brands can stimulate a stronger shopping “experience”. It has been proven to trigger more curiosity and provide stronger, longer-lasting memories.
This applies at retail environment as an effective method of getting attention from shoppers. Based on our research in Singapore (2018), the sensory element by adding light (LED) on shelf branding has improved brands location and noticeability by 2,5 times! This will make brand accessibility faster and better sales opportunity as well.
Aside from the usage of lighting, brands could consider grabbing shoppers attention by adding sound effect. For instance, by using the movement-sensor installed on shelf branding, a greeting or audio commercial is activated every shoppers pass by the shelf area.
Products such as detergent or fabric softener can boost its brand presence by incorporating the fragrance of the product to their branding. While diaper category for instance could put the sample product where shoppers could feel its texture or softness to the skin.
All of those sensory experience will definitely strengthen the brand and product attributes, much better than just having it simply displayed at the store. Let's bring experiential marketing to the store as you could give better than just meet the eye!
Explore how we could bring the sensory experience at retail stores for your brand. Contact us via email: info@shopcomm.id
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