5 Examples of Sensory Branding in Retail
When I was in middle school, the coolest place to shop was Abercrombie & Fitch. I loved going in and picking out my favorite jeans and hoodies. The issue was that my mom — who I depended on to drive me to the mall — couldn’t stand going into the store. Why? Long story short, she referred to her experiences at the Abercrombie store as “sensory overload”.
Now, I don’t know if you’ve been in an Abercrombie & Fitch store before, but it’s quite dark due to their dim lighting. They also spray their identifiable and unique perfumes and colognes everywhere — on, above, below, and around all of their clothing. Lastly, they play really loud music.
As a 14-year-old, none of this bothered me. In fact, all of these factors — which are actually examples of Abercrombie’s sensory branding at work — made me feel more mature, older, and (most definitely) cooler than I was. The mood lighting, smell, and the music made me — a member of their target audience — want to become and remain a loyal Abercrombie customer.
Not only that, but, if I closed my eyes and walked into one of their stores, I’d immediately know I was at Abercrombie based on the smell and music alone. Or if I was unable to hear, I’d know I was in an Abercrombie store due to the dim lighting and the smell of the cologne and perfume floating around. The feeling I had as a customer was one I thoroughly enjoyed and sought out.
So, whether or not you agree with my view or my mom’s view of the store, it’s clear that Abercrombie & Fitch’s sensory branding efforts were effective and successful among their target audience.
Sensory branding has the potential to improve customer loyalty, strengthen brand advocacy, and make for a memorable experience for customers that keeps them coming back. It can help build a sense of trust and familiarity between customers and your brand as well as offer a feeling of comfort as they complete a transaction.
The Future of Retail: Sensory Branding
Sensory branding is a powerful tactic for businesses because it elicits a variety of meaningful and memorable responses from individuals. It plays a large role in your ability to become a brand that your consumers can’t forget — one that your customers and promoters recognize based on a sensory response they experience when they come in contact with your branding.
When your business incorporates sensory branding, your marketing efforts are bound to be more powerful and will be more likely to resonate on a deep level with the members of your target audience. (Did you know that studies have shown people can remember a scent with 65% accuracy after one year?)
How Sensory Branding Works
Sensory branding, via any of the five senses, often takes place at the beginning or middle of the buyer’s journey (similar to the Abercrombie & Fitch example above). However, it has become more common …read more
Source:: HubSpot Blog