See Me, Touch Me, Hear Me: The Increasing Importance of Sensory Marketing in Brick-and-Mortar Retail

“In a world in which products and services are ubiquitously available, we buy where we’re given the best experience. Physical retail is becoming the place to explore, to be romanced, to be entertained, to share moments.  It’s where smart brands are making authentic connections with their customers, simply because those compelling experiences cannot be found on a website,” writes David Kepron in his book Retail (r)Evolution. 

As all brick-and-mortar retailers, including kitchen and bath showrooms, look to engage with their customers in new and more meaningful ways, the role of sensory marketing has become increasingly important.  The reason why showrooms should take a first or second look at sensory marketing:

• 90 percent of shoppers say they are more likely to revisit a brick-and-mortar business if the music, visuals and scent create an enjoyable atmosphere. 
• 75 percent of shoppers report that they are likely to stay longer in a place of business if they enjoy the music, visuals and scent. 
• 56 percent of shoppers said the ability to touch and try different products and services are the biggest driver in making consumers more likely to buy in a brick-and-mortar store than online.   
• More than 80 percent of all consumers would recommend a showroom if they found the sight, sound and scent to be enjoyable. 
• 58 percent of consumers report that engaging video content has a positive impact on their shopping experience. 
• 85 percent of all shoppers state that music is the number one factor in lifting their mood in a brick-and-mortar store.   
• 81 percent of consumers are positively impacted by in-store scents. 

  
Decorative plumbing and hardware showrooms, especially those with working displays, can enhance sensory experiences to set a mood and the tone for a buying experience.  Do not ignore music or video content which is readily available from manufacturers or better yet, why not develop a video compilation of before and after pictures of your projects?