We are understood to have approximately 10,000 taste buds. They can recall specific memories and feelings from particular tastes.
Taste can play a role in many stores, not simply catering and food & drink establishments. A particularly interesting piece of research identified a link between taste and spend. Customers that were treated to a sweet, chocolate or small glass of champagne, found that their desire to indulge was triggered. Put another way, treating a customer resulted in customers wanting to spend more. Where this was most prevalent, was in store environments in which products were desirable but not a necessity, ie, luxury items – things we would like to buy, but don’t need. There are many stores that this could apply to, from clothing, homeware right through to toys and gifts. The list would be virtually endless for suitable stores.
I have personal experience of this whilst shopping in Ted Baker, Oxford Street, in the run up to Christmas. Free wine, beer or nibbles were provided to customers, along with merry Christmas music that resulted in customers frivolously filling bags with premium priced clothing.
There is a warning however, ensure that you don’t treat your customers too much, there is a point where their desire to indulge is satisfied and the indulging comes to an end.
It is quite common for food and drink retailers, deli’s, cafe’s and restaurants to offer some sample products. IF this applies to you, note that there are two ways in which this may befeit the business:
- Customers may be enticed to buy the product in question
- Customers may not be enticed to buy that particular product, but their desire to indulge can be triggered which will result in sales of other products.
Its a win win scenario, therefore I always encourage samples in food retailing environments. Read an article on a different aspect of giving food treats on our sister site.