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• Sensory Branding Statistics

  • 91% of retail customers surveyed say music has an effect on their behavior while shopping. (The Gallup Organization)
  • 89% of people feel in-store television is an easy way to learn about new products. (Guideline Ad Awareness Recall Study)
  • 80% of customers say on-site messaging influences their buying decision. (Point-of-Purchase Advertising Institute)
  • 84% of people in the study said they were more likely to buy...in a scented room. (Smell and Taste Research Foundation)

Measuring Customer Response to Atmospherics

It’s hard to quantify the often subtle effects of store atmospherics. Increased sales are the obvious, and ultimate, goal of enhancing a store’s atmosphere, but there are so many factors involved in determining the reasons customers buy. It’s difficult or even impossible to narrow that down to a single reason, or a specific grouping of reasons such as a store’s overall atmosphere. Yet, it’s important information to know, to determine how and where to spend for the greatest return on the investment.

The most direct approach, of course, it to simply ask your customers what they think either verbally at the point of check-out or in a survey form. Questions such as “Did you enjoy the music?,” “Did the video play an influential role in your purchase?,” or “Did you notice and enjoy the fragrance?” The questions can be broad or directed to paint a picture of customers’ feelings about the atmosphere. The survey questions might also include asking the customers if they’ve been at the store before and if they plan to return and why.

Another tool available is direct observation. Do you overhear conversations and comments like, “Wow, it smells great in here,” or “The music is too loud?” Do you observe customers tapping their feet or singing along to the music? Are they watching the video at the checkout counter or ignoring it?

Another point of observation could be taken by measuring customers’ time in the store. For comparison, the music or other atmospheric could be turned off for a period of time to determine how individual elements affect the environment and customers’ shopping behavior. Is there a difference in the presence of the atmospheric? If so, how much? Are sales affected?

Most consumers are delighted to have their opinions asked. Just the asking is helping to build valuable relationships. Their answers tell you where you are getting the most bang for your buck and show you areas that can be enhanced for greater return.

Related posts:

1. Most Important Elements of Atmospherics
2. Types of Stores Where Atmospherics Play the Largest Role
3. The Importance of Store Atmospherics
4. In-Store Video: The Retailer’s Perspective
5. What Are “Atmospherics?”

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