Company News • 29.11.2019

Sensory experiences increase in-store sales

New Research from Mood Media confirms that sensory marketing has a positive emotional, cognitive and behavioral impact on shoppers

mannequins, presenting sportswear
Source: Mood Media

Mood Media, the world’s leading in-store media solutions company dedicated to elevating the Customer Experience, today released a new quantitative behavioral marketing study, “Quantifying the Impact of Sensory Marketing,” which proves that sensory marketing has positive emotional, cognitive and behavioral impacts on shoppers in-store.

In this study, Mood Media partnered with its international sports retailer client, INTERSPORT, to conduct a controlled experiment that found when sensory marketing was applied, sales increased by 10 percent. Also highly noteworthy, shoppers spent almost six minutes longer in-store when the senses were activated.

Atmosphere shows effect on customer behaviour

“Knowing that 78 percent of shoppers say an enjoyable atmosphere plays a key factor in purchasing a product in-store versus online, we partnered with Walnut Unlimited to develop unique behavioral and neuromarketing quantitative research that demonstrates how shoppers react first-hand to specific sensory experiences,” said Scott Moore, Global CMO of Mood Media. “The results speak for themselves. A strategic top-level approach to incorporating in-store sensorial elements creates a measurable emotional response with consumers that delivers bottom-line results.”

A young woman with headphones and a smartphone sitting at a table. In front of...
Source: Mood Media

Additional key findings showcasing the positive impact of in-store sensorial stimuli include:

  • Shoppers purchased more items (increase of 4 percent) - and higher priced items (increase of 6 percent in value) - when sensorial marketing elements were in place. 
  • The use of scent is even more impactful when being used to highlight a specific department or zone. In the scented football zone, customers’ emotional levels were elevated by 28 percent compared to the baseline.  
  • From the installation of scent in the football area to-date, INTERSPORT has noticed a 26 percent increase in sales in the category in the test store compared to the same category performance in all the other stores throughout the country.
  • Based on Eye Tracking (ET) metrics, awareness of digital screens in-store increased by 5 percent when moving visualizations were activated on-screen (vs. static images). 
  • Based on Galvanic Skin Response (GSR) metrics, a lack of sensorial elements in-store caused many consumers to become awkwardly self-aware while shopping, with 17 percent becoming more emotionally sensitive and uncomfortable in an unusually quiet and stimulant-free environment.
  • Consumers like seeing themselves, which the study describes as “the science of narcissism.” Galvanic Skin Response (GSR) and Eye Tracking (ET) metrics showed a significant increase in nervous system activity and engagement when consumers saw themselves in mirrors and interacted with products in front of mirrors.
  • Shoppers showed a 50 percent emotional increase when touching and engaging with a product. This supports first-hand the important and unique role that in-store shopping continues to serve. 
A filled shopping trolley on a white background
Source: Mood Media

“As we build our omnichannel strategy, we continue to focus on enhancing our brick & mortar stores with memorable and engaging experiences that connect with our customer base,” said Chris Kleine, Director Design and Development from IIC-INTERSPORT Intl Corp. “The involvement of our national licensee in this research has further highlighted how important sensory experiences are in creating a positive in-store environment that brings shoppers back time and time again.”

Our Methodology:

In order to understand how INTERSPORT shoppers reacted to sensory experiences, Mood Media set up an environment which was split into two phases in a store in Amsterdam. One was an “all senses” phase where all the sensory elements were activated, including music, the scent of fresh-cut grass and animated digital signage. The other was a “no senses” phase where the store lacked all sensory elements. These results were then compared to three INTERSPORT “control stores” which remained unchanged from their normal environment. To measure the emotional impact of the sensory marketing and to gain insights into the different consumer behavioral and cognitive responses, Walnut Unlimited measured Galvanic Skin Responses (GSR) and Visual Eye Tracking (ET).

Source: Mood Media

related articles:

popular articles:

Thumbnail-Photo: COVID-19: Study reveals impact on hourly workforce...
04.05.2020   #online trading #e-commerce

COVID-19: Study reveals impact on hourly workforce

78 percent are worried about making ends meet during the pandemic and 47 percent have less than $1,000 in savings

Bluecrew, the staffing technology platform connecting job seekers with W-2 protected hourly work, released new survey results which indicate hourly workers are bearing the brunt of unemployment and uncertainty in the face of the COVID-19-fueled ...

Thumbnail-Photo: Pandemic fuels wine sales at grocery & convenience stores...
18.05.2020   #coronavirus #food retail

Pandemic fuels wine sales at grocery & convenience stores

Latest shopping data shared by Catalina and Koupon

Having closely tracked the impact of COVID-19 on buying behavior in grocery and drug stores since mid-February, shopper intelligence leader Catalina has compared sales data with its partner Koupon, the leading promotion solution provider for small ...

Thumbnail-Photo: 4 tips on how to handle customer complaints
13.08.2020   #consulting #customer satisfaction

4 tips on how to handle customer complaints

How you can effectively respond to negative reviews and use them to be a benefit to your company

Most retailers don’t like customer complaints. Plus, they also mean extra work. Yet ignoring complaints is not a great long-term strategy because any bad customer experience can haunt your brand if it becomes public. That’s why retailers ...

Thumbnail-Photo: Custom-tailored: new in-store safe shopping journey solution...
13.05.2020   #consulting #brick and mortar retail

Custom-tailored: new in-store safe shopping journey solution

Suitsupply reinvents retail experience including virtual pre-shopping

Suitsupply, the global men's tailoring brand built on radically personal customer experiences, launches new retail journey as stores reopen. The upside of being global, and the staggered timelines of the outbreaks around the world, is the ...

Thumbnail-Photo: In-store farming: growing parsley inside the supermarket...
26.06.2020   #sustainability #in-store marketing

In-store farming: growing parsley inside the supermarket

Purchasing locally grown products

One aspect of globalization means that it’s possible for consumers to buy products from anywhere on Earth. That’s also why a head of lettuce may have traveled more miles from the place it was grown to the supermarket than some salad ...

Thumbnail-Photo: The Virtual Africa Big Retail Expo 2020 (ABRE 2020)...
06.07.2020   #digital marketing #marketing research

The Virtual Africa Big Retail Expo 2020 (ABRE 2020)

The spotlight is on the emerging trends in the retail industry at The Virtual Africa Big Retail Expo 2020, set to take place on 6th August 2020

The event is scheduled to begin from 0900 EAT till 1400 EAT. This exhibition is the first annual event which is dedicated to discussing the following:How do retailers keep up as the world tries to deal with the enormous pressure to adapt to ...

Thumbnail-Photo: Sustainability is surviving COVID-19
27.07.2020   #sustainability #brand management

Sustainability is surviving COVID-19

Trends and consumer demographics for sustainable products and brands

The NYU Stern Center for Sustainable Business and IRI® published the results of new research examining consumer purchases of sustainability-marketed consumer packaged goods in the US and taking a closer look at the top 10 states in terms of per ...

Thumbnail-Photo: Growth of online grocery sales in 2020
30.04.2020   #online trading #e-commerce

Growth of online grocery sales in 2020

New research by Mintel

The latest research from Mintel reveals the online grocery market is forecast to grow by 33 percent in 2020 to reach an estimated value of £16.8 billion, up from £12.7 billion in 2019. This phenomenal rise follows four consecutive years ...

Thumbnail-Photo: Which businesses should be open?
17.06.2020   #brick and mortar retail #coronavirus

Which businesses should be open?

MIT study looks at tradeoffs between economic value and public health, across different types of retail

Banks and bookstores. Gyms and juice bars. Dental offices and department stores. The Covid-19 crisis has shuttered some kinds of businesses, while others have stayed open. But which places represent the best and worst tradeoffs, in terms of the ...

Thumbnail-Photo: Video marketing in times of Corona
09.07.2020   #digital marketing #online marketing

Video marketing in times of Corona

The potential of video content for retailers

The spread of the coronavirus has had a particularly severe impact on the stationary retail industry. Many companies are now increasingly focusing on their online presence to cushion declining in-store sales and to virtually stay in touch with their ...

Supplier

POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen