This matrix is a handy tool to use in the design process of a store interior or in the development of a new store concept.
This tool is created to assist the design process. Before starting with this one, it is important to know the brand values of the retailer and more specifically those values the retailer wants to convey. Also the type of product that is being sold (i.e. fashion, lifestyle, tech., etc.) and the location of the store need to be defined. The lsite can add value to the store experience: if an old building with lots of character is selected, and this character is emphasised, it can add to the store experience. Whereas, if the location is conceived as an empty box which will be stripped out completely, the experience of the site will be less important and thus not add to the sensorial experience. When the horizontal axis of the matrix is completed, you can start to translate these elements into sensorial stimuli. The product itself can also play a role in the experience or have a sensorial translation. For instance, soap and perfume diffuse a scent of their own, but one may choose to artificially reinforce this.
5 senses to check
The first stage is to decide which brand values will be translated into sensorial stimuli. To create a rich experience, each of the senses should be stimulated at least once (through an expression of a brand value), except for taste. It is possible that a stimulus is a translation of several brand values, or vice versa, a brand value may be translated into several senses. Be careful not to over-stimulate, though! It is not necessary for these stimuli to be dominant in the space. A scent, for instance, can be spread at a very low level, or can even be limited to a scented candle, when the context allows for it.