The importance of tempo
Influence the speed at which customers move in your physical store by playing on the tempo of the instrumental background music. Movements are clearly slower when a low tempo is used (72 BPM) and faster when music with a higher tempo is played (>= 92 BPM). Music with a slow tempo can reduce the pace at which the customer moves through the store, which will increase his/her time spent in the store. This in turn creates an intention to buy more, and more unplanned items.
Make sure that the shopping experience stays optimal (and the mood of the customer stays positive) by playing slow music when the store is crowded and more upbeat music when it is not. Also try to use music to minimalize any possible negative emotions generated by such a crowded store.
These guidelines can also be used in shopping malls, where the use of the adequate music tempo can push customers to spend more time in the walkways and also increase their interest in services such as the catering facilities, etc.
Music recognisability
Playing recognisable music (top hits, classics, etc.) or music the target customer base already appreciates positively influences the visit to a store. Thus, try to keep the visitor longer by using this type of music. Also pay attention to the tempo of the music as this one influences the time a customer spends in the store - see guideline ‘18’.
The right balance
The overall experience of a physical store can be negatively influenced by playing very loud music. By contrast, music that is too soft may induce the feeling of an (unwanted) obligation to interact with the sales staff. Search for the right balance (and thus the right volume of the music) to influence and achieve the customer experience sought by the retailer.
Warm and cool scents
Ambient scents can influence the spatial perception of customers in a store environment. Diffusing a ‘warm’ scent (e.g., cinnamon or chamomile), versus a ‘cooler’ one (e.g. mint), generates the impression of a rather crowded space.
Scent congruency
Surprise customers by diffusing, in what was initially a scentless store, a suitable odor. Note that it is important that there is congruence (suitability & coherence) between the selected scent and the product category on offer, as this may influence the customer’s decision process. By diffusing a congruent scent in the store, the retailer may elicit positive customer reactions without removing the effect of other sensory stimuli such as for instance the visual ones. Research shows that this positive reaction in turn strengthens the brand image. However, be mindful to avoid the presence of a scent which lacks association with the store as it might elicit negative emotions and behaviors.
Scent associations
The presence of a pleasant, subtle scent can improve customer reactions to a store in a relatively cheap and effective way. Be mindful, however, that a scent should not be too present in a space. It will indeed be more effective if it can influence the customer in an unconscious way.
Multi-sensorial online shopping
Also in online shopping, it is important to pay attention to the customers’ needs for multi-sensorial perceptions. Try to complement useful information with sufficient visual elements. Make use of the need for tactile information by carefully describing aspects such as softness, contact temperature, etc.
Multi-sensorial online product descriptions can become extremely important in times of strong competition, where products often cannot be differentiated using their basic characteristics alone.
Multi-sensorial shopping
Touch and taste often coincide, but smell can also add a dimension to the sense of touch. Make sure that the scent in your store matches the experience of touching the products (e.g., the scent and the material are congruent), so that the product that is touched by the customer is evaluated more positively. For instance, a “manly” scent may be diffused in a rough and rugged interior to enforce the masculine experience.
Tactile interaction
When a salesperson touches a customer very subtly and lightly, the chance of participation by this customer, the tip he gives, or in some circumstances his/her evaluation of the service increases. Still, some care is warranted. Salespeople should evaluate whether and when it is appropriate to touch someone during their sales talk. Women tend to have a higher preference for tactile contact and age also seems to play a role as customers over 65 appear to find tactile contact more convincing.
Negative consequences of tactile contact
Products should be neatly displayed or folded on the shelves, as customers find products less attractive and are less likely to buy them when they think that these products have been touched multiple times before.