Sensory techniques in commerce
Department stores have perfected the use of sensory techniques to guide our purchasing decisions. One of the most impactful strategies is the manipulation of the sensory environment, creating an atmosphere that not only attracts, but also persuades the consumer to spend more.
The power of scent in purchasing decisions
One of the most effective scents is that of freshly baked bread. This fragrance is not a mere whim; it is a carefully calculated tactic that relies on neuromarketing principles. When customers smell the smell of warm bread, their brains react by triggering memories of pleasant moments and feelings of warmth, which can influence their willingness to purchase products.
The emotional connection of aroma
The aroma of fresh bread can trigger a physiological response, such as an increase in salivation, intensifying the feeling of hunger. This makes customers more likely to purchase products, especially those from the bakery section, which explains why these spaces are usually located near the entrance.
Beyond scent: visual and sound tactics
Neuromarketing is not limited to scents. Supermarkets also implement visual and audio tactics that play a crucial role in the shopping experience. Vibrant colors such as red and yellow are commonly used to catch shoppers’ attention, especially for fast-moving consumer products.
The impact of music on the environment
Background music has a significant effect on consumer behaviour. By opting for soft, relaxing tunes, supermarkets create an environment in which customers feel comfortable, encouraging them to explore further and, consequently, increase their spending.
The architecture of the shopping space
The layout of the space is also critical. Aisles are strategically designed to guide shoppers on a planned path. Essential products are placed at key points, ensuring that consumers walk the entire store, thereby maximising shopping opportunities.
The customer journey: a designed experience
From the placement of bread at the beginning of the journey to the essential items at the end, every element of the store design is designed to prolong the customer’s visit, increasing the likelihood that they will take away more than they initially had in mind.
Reflections on conscious consumption
As consumers become more aware of these tactics, there is a need to reflect on our purchasing decisions. Understanding how supermarkets influence our behaviour can empower us to make more informed and conscious choices in the future.
