Sensory Cues, Essay Example

Sensory cues affect a firms environment just as retailers attempt to affect their environment for their consumers. From a marketing perspective, it is important to understand the way internal and external audiences process sensory cues in a way that influences behavior, decision making and motivation. A good understanding of these cues can be utilized within a firm’s environment to influence customers, employees and various stakeholders in advantageous ways. They can retain these critical audiences and affect perceptions of the firms. The purpose of this paper is to explore the role of sensory cues in the design of a firm’s environment, and understand their importance.

Retailers are a leader within the research and understanding of sensory cues, and the lessons they have learned can be applied for purposes of understanding their importance. They have known for a long time that how you present through vision, smell, sound, taste and touch is an efficient way of engaging customers and influencing perceptions and buying behavior (Hulten, 2013). So how can we incorporate their understanding in designing a firm’s environment? By understanding the motivations retailers use in influencing a purchase, we can modify to affect our stakeholders perceptions of our firm.

Some findings from retailers can be very helpful for our purposes, such as how these companies utilize visual/audio senses for point of purchase interactive displays. In one study, it was found that such hands on displays will greatly enhance the amount of time customers remain in your store, and the likelihood of making a purchase. What the study also found is that there is a compound effect, where the more senses you involve, the more impactful the positive result (Hulten, 2013). Another analysis explores impulse buying and how consumer psychology applies, including sensory cues. The study evaluates how retailers can utilize tendencies such as lack of control, stress reaction and contemplation. One tool for retailers are sensory cues, which can be used to influence said tendencies in an effort to achieve a sale (Youn, 2000). For purposes of our design planning, we should note these studies and find ways to apply for our own use.

Another study focuses on IKEA, whom utilizes display and design as a way to assist customers in visualizing not merely a single purchase, such as a couch. Instead, they create a whole room design to create an experience. IKEA displays are highly interactive and designed to apply to multiple senses that at times involve all senses. The study finds that sight, touch and smell senses in particular have a strong positive impact on behavior, purchase intentions and total sale as it relates to IKEA products (Hulten, 2012).

Although retailers are a leader in understanding how to utilize sensory cues, they are not alone. There are also lessons to be gleaned from the nightclub business. In one study, it was determined that the effectiveness of how the nightclub applied sensory outputs would influence a club’s appeal to customers. Sensory output as it relates to sound and sight are most crucial, especially as it relates to lighting and music volume. Touch is also important and tricky, as large crowds can lead to discomfort in some situations. The study ultimately found that most nightclubs lack sophistication in how they appeal to all five senses and improvement could be achieved (Hasanovic, 2013).

For purpose of the design of our firm’s environment, we would be wise to learn from both the retail and nightclub industries. It is important to understand our customer, which in this case also includes our employees and various stakeholders. Our approach should be comprehensive and involve all five senses. Visuals should be organized, complimentary and engaging. Sound as in music should be appropriate to complement the visuals in an effort to establish a theme. Touch can take many forms from the choice of seating, to a fountain or other water element that encourages relaxation. Smell involves fragrance and/or other aromatic output appropriate to the other sensory cues. Taste could be anything from candies left on a table to fruit that encourages health and wellness, which many firms are emphasizing. Ultimately the goal is to create an experience where all five senses are utilized in a way that is complimentary, pleasing, and effective.

References

Hasanovic, M. (2013, Spring). How do sensory cues and trust affect the customer experience? Linnaeus University School of Business. Retrieved from http://www.diva-portal.org/smash/get/diva2:625710/FULLTEXT02.pdf

Hulten, B. (2012). Sensory cues and shoppers’ touching behavior: the case of IKEA. International Journal of Retail and Distribution Management, Vol. 40, Iss. 4.

Hulten, B. (2013). Sensory cues as in-store innovations: Their impact on shopper approaches and touch behavior. Journal of Innovation Management, Vol. 1, Iss. 1.

Youn, S. (2000, Jan.). Impulse buying: Its relation to personality traits and cues. Advances in Consumer Research, Vol. 27, Iss. 1.