Retail Marketing | Mike McRitchie | Resume and LinkedIn Profile Writer

As a retail business owner, you likely have a whole range of techniques to employ when it comes to decorating your store. However, many stores – especially smaller, independent ones – aren’t utilizing the full range of opportunities that are currently available. Making things look nice, tidy and attractive is a step in the right direction, of course.

But don’t forget that the vast majority of your customers have five senses – not just the ability to see. And according to sensory marketing specialists, you are missing out on effective and proven methods that help you drive footfall, increase sales, and improve your customer’s experience. Let’s take a look at some of the things you might consider.

Engage the Senses in Retail Marketing

Use of color

Color can have a significant impact on the moods of your shoppers, so it’s worth finding out each color’s meaning and decorate your store accordingly. For example, an all-white retail store is often regarded as boring. Pink, on the other hand, is known to provoke feelings of calm – perhaps good for your store if you sell health and wellness products. Blue is the color of choice for many businesses that need to promote their honesty, trust and dependability.

Engage the ears

Music can be a powerful influencer of your customer’s buying decisions, and also the way they see your brand. As long as you have a good idea of your target audience, you can use music – and sound in general – to appeal to them. For example, if your store sells high-end, luxury goods research suggests that the perfect accompaniment could be classical or soft jazz music. Alternatively, a rock background may help you if you sell computer games and consoles.

Scents and smells

Sense of smell is another powerful tool at your disposal. You will notice this at the major bakeries and groceries – they often pipe the smell of fresh products around the store to make their customers feel hungry. But it’s not just food sellers that can benefit. According to AromaTech, even offices and other workplace environments are given a lift by pleasant-smelling air. Why not experiment with a few different aroma oils and find out which scent works best for your business?

Touch

According to research, shoppers are more likely to buy something they can pick up, hold and feel. And given this is a retail store’s one differentiator from online ecommerce stores, it’s an area that you should try and take advantage of. But, of course, appealing to your customer’s sense of touch doesn’t necessarily mean you should leave everything out on the shelves or even weaving textures in to your displays. All it means is giving them an option in some way or another – especially when it comes to things like jewelry, furniture, and clothing.

Are you making the most of the five human senses? If not, you are likely missing out on increased customer awareness, loyalty and sales. It can make a huge difference to your business if you get it right, so consider sensory marketing the next time you refit or redecorate your business.

For retail businesses, it’s absolutely essential that you make a good first impression. The chances are your store will be positioned somewhere with loads of other stores nearby. To ensure people enter your premises and spend money on your goods, you must draw them away from all the other places by creating a good first impression.

There are many things you should take into account here, and they all revolve around getting your store looking as amazing as possible.

Excellent signage

Signage is so crucial when it comes to creating an excellent first impression and leading people to your store. Your sign needs to be big and bold and easy for people to spot. There should be one main sign on the front of your retail store that people can see head-on. Then, you need one that sticks out, so people notice it when they’re walking down the street. Make sure the sign is of a very high-quality and that it’s tasteful as well. Work hard with your marketing team to come up with a brand logo you can use as the sign, which should attract as much attention as possible.

Keep it clean

It’s very hard to be tempted into entering a shop when it looks absolutely filthy. I’m sure you’ve all seen stores that have grimy windows, graffiti all over the front, and are just generally unkempt. You immediately walk on by without even thinking twice about going inside. Therefore, you need to ensure your store looks tidy on the outside – and mirrors this tidiness on the inside. One idea is to get your hands on some anti graffiti window films, this will stop your windows from being defaced by the local hooligans. Get rid of any litter as often as you can, and you’ll have a nice clean store that looks more appealing.

Display good offers

Your sign, and the cleanliness of your shop will only get you so far. What’s the number one reason someone will enter a store? Because they want to buy something inside it. As such, you need to work hard on your window displays to show off your best products and most appealing offers. This is what will really convince someone to come inside and spend their money. It’s a good idea to show off your best-selling products and any recent deals you have, as these will likely attract the most attention.

Don’t be forceful

The worst thing you can do is to be forceful when trying to market your retail store and get customers flooding inside. A common mistake I see is a business getting people to stand outside so they can talk to members of the public and try to get them in the store. This stinks of desperation, and reflects badly on your brand. People absolutely hate the thought of a business trying to drag them into their store. If you ever do have people standing outside, make sure they have a reason to be there – such as handing out free samples of products. This creates a great first impression, attracts plenty of attention, and isn’t forceful in the slightest.

Follow these tips, and you’ll soon market your retail business with such brilliance that your foot traffic will rise dramatically!