It was a pleasure to be asked by Forbes columnist Pamela Danziger to comment on the use of multisensory in retail. The key is the appeal to all of the senses – in a way that brings your brand to life…
The full article on Forbes can be read here.
The key points from the article:
- Retailers may be overlooking their ability to engage shoppers’ human dimension through their five senses.
- Academic research show shoppers engaged through all five senses in the store spend more time there and are more likely to make purchases.
- There is a tendency for retailers to focus on one or two of the senses.
- Brands need to think more holistically and bring their brand to life through all five senses.
- Brands need to use experiences to trigger an emotional response.
- Don’t go multisensory mad. Pilot, test and iterate.
Why not connect with Pam on LinkedIn or learn more about what she does here: Unity Marketing, Retail Rescue & American Marketing Group
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