Using Sight and Sound to Drive Potential Consumers- An Effective Tool

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Today, it is not challenging for retailers to increase their sales. They can enhance it by sending vital subconscious signals to their potential consumers using what design experts call “symbolics.” For instance, when shopaholic enters a Whole Foods supermarket, the first items they see are displays of fresh flowers. Not just are the blossom’s hues and the fragrances are pleasing, but they also send a clear message to the customers.

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Layouts that are able to engage all customers’ senses also result in the increase of sales. According to Retail behavioral expert Paco Under- hill, founder of Envirosell, a market research company, most of customers’ unplanned buying arise after they touch, taste, smell, or hear something in a store. For instance, stores that sell fresh food see sales increase if they offer free samples to customers. One study reports that offering shoppers free samples increases not only sales of the item offered but also sales of other products. Research also shows that customers are willing to pay more for products they can see, touch, taste, or try.

Therefore, any business can use colors and visual cues in its interior designs to support its brand and image in subtle yet effective ways. At the Vermont Country Deli in Brattleboro, Vermont, wooden bookshelves and odd tables filled with colorful displays of jams, jellies, and desserts greet customers as they enter the store. The mismatched tables and shelves give the store an authentic, down- home look, and signs such as “Life is short. Eat cookies.” entice customers to make purchases. At Whole Foods, prices for fresh fruits and vegetables appear to be hand scrawled on fragments of black slate, a tradition in outdoor markets in Europe—as if a farmer had pulled up that morning, un- loaded the produce, and posted the price before heading back to the farm. Some of the produce also is sprinkled with water droplets. When customers at the restaurant Tallulah on the Thames in New- port, Rhode Island, are seated, waiters hand them a rustic clipboard with a handwritten list of the daily “farm-to-table menu.”

Today, more and more companies are realizing the impact that sound has on shopping enthusiasts and are incorporating it into their layouts as well. According to researches, a business’s “soundscape” can have an impact on the length of time customers shop and the amount of money they spend. Background music that appeals to a company’s target customers can be an effective marketing tool, subtly communicating important messages about its brand to customers.

Music is an attractive driver again. Today, you can find most casual dining restaurants that feature an automotive theme, soothing music, which are ideal to drive more customers to the restaurant or hotel. There are even restaurants that offer fast-tempo music to encourage faster dining and to speed up the number of table turns. Freebirds World Burritos, a chain of 76 Mexican restaurants, plays blaring classic rock music because it appeals to the company’s target customers, college students.90 For retail soundscapes, however, one rule is clear: slow is good. People’s biorhythms reflect the sounds around them, and soothing classical music encourages shoppers to relax and slow down, meaning that they will shop longer and spend more. Classical music also makes shoppers feel more affluent and increases sales more than any other type of music.
When you want to take your venture to a higher level, devising sight, sounds and other mediums can be an effective customer driving tool.

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Using Sight and Sound to Drive Potential Consumers- An Effective Tool, Seekyt
General Contributor
Janice is a writer from Chicago, IL. She created the "simple living as told by me" newsletter with more than 12,000 subscribers about Living Better and is a founder of Seekyt.