The science behind successful retail design has been explored by a consumer psychologist, who has published an in-depth report into how emotional engagement influences consumer behaviour.
Kate Nightingale’s report – Sensory Retail Design – can be viewed here and examines why certain retail environments are more commercially effective.
She discusses the power of vision, sound, smell, haptics and taste and reveals fascinating insights into the way we respond to multi-sensory experiences. For example:
- hunger can make us spend 64 per cent more on clothes and shoes – it promotes acquisition behaviours not just for food items but for non-food items, too
- in brightly lit environments, customers feel emotionally and psychologically exposed, which leads to socially conforming behaviour. Dim lights increase a sense of privacy, which can result in impulsive buys
- soft seating in a store can not only make customers feel more comfortable, but it also highlights brand perception. Customers see the brand as more approachable and friendly when soft seating is present
- consumers exposed to classical music while shopping purchased more expensive items than those exposed to top-40 music.
Consumer engagement affecting buying behaviour
Other factors found to have a bearing on consumer engagement with retail brands and their buying behaviour include temperature, scent and haptic cues.
The Sensory Retail Design Report asserts that retail spaces today are far more than mere locations where customers buy or compare products. They’ve become a place where consumers experience the brand, discover what it stands for and how it relates to their identity and lifestyle.
Nightingale (pictured) – a consumer, fashion and brand psychologist who also lectures at London College of Fashion – said: “A flip side to the exponential growth of technology is an ever-growing emotional and interpersonal isolation. Against this background, consumers are looking for meaningful experiences and relationships.
“The aim of this report is to help brands bridge the gap between science and creativity through accessible information, practical ideas and proven techniques.”