Stimulating the Senses: Sight

Stimulating the Senses: Sight

Sight is a sense that retailers frequently focus on.  Examples of sight stimulus retailers use are:

  • Clear signage
  • Different coloured walkways
  • Exciting and enticing displays
  • TV and media screens
  • Bright lights
  • Colour blocking

These types of activities are designed to attract and stimulate our eye, or our visionary sense.  It is worth noting that we process an enormous amount of visual information on a typical day and as consumers we are understood to be exposed to anything upto 2000 different marketing messages a day.  With such competition for our eyes, it is a challenge for a retailer to have a marketing message stand out from the crowd.  Certain stimulus are better at getting our attention than others.  Motion for instance catches our eye.  If a display can move, or you utilise animated lighting effects or TV images, you will increase the likelihood of catching our attention.

 

It is no surprise that customers like to see what they are buying, however, stores frequently fail to display products or services they have on offer.  For example, some retailers offer vegetable boxes, or hamper services, but expect customers to imagine what it would look like, rather than display it.

Customers always like to see what they are buying, if you offer a product or service that is not currently demonstrated or displayed on the shop floor, look for ways in which you can do this.  A Deli I worked with supplied hampers of cheeses & wines, we created a display above the counter and sales increased immediately.  A green grocer that offered vegetable boxes, I got to make up some examples and display them throughout the week, so that people can see what they are getting for their money?  The store now has a regular repeat custom of customers having vegetables delivered to their home every week.

Common sense would signal that it is rare for a product that isn’t on display to outsell one that is.  Therefore try and get anything that you want to sell in a physical form on the shop floor.  If I can’t see it, I won’t buy it.

Written by

Corin Birchall is a Retail Sales & Marketing Consultant and founder of “Kerching Retail - helping to make your till ring”. His consultancy works throughout the UK and Europe. Corin is an active writer, coach and public speaker, helping to develop and grow a wide range of businesses & business leaders from Leisure and Retail sectors

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