Gail Chiasson, North American Editor
“Retailers should pay attention to the five senses: they play an important role in connecting to the consumer,” says Laura Davis-Taylor, executive vice-president customer experience at MaxMedia, Atlanta.
Speaking to a roomful of digital signage executives at the opening event of New York Digital Signage Week, hosted by Barco, that will be The Barco #NYDSW Reception then, Ed, Davis-Taylor discussed ways to make the shopper enjoy shopping again in bricks-and-mortar stores in a world that sees (only) 5% of shopping now done online – a figure though, expected to increase.
“You want people to love your brand, and want to be there because you offer a great product at a great price,” said Davis-Taylor, who peppered her talk with examples of plenty of stores that are ‘doing it right’.
Noting such facts as 84% of consumers use digital online before or during their trip to the store BUT still 65% prefer to shop in stores, and 85% want to touch and feel the product before buying, she said that 95% of shopping decisions are made in the subconscious and that the senses are the biggest influence.
She urged retailers to play to the emotions and to answer whether they are giving the customer a place that’s comfortable, making it easy to buy, offering something novel, tactile, engaging and rewarding.
Giving examples of using the five senses, she said, for example, that people tend to remember a colour with a brand in relation to a sound for a brand.
“You have to hit customers with things that matter most to them,” she said. “And if you want people to believe in your brand, think in terms of the consumer and her behavior, her emotions, and whether what you are offering her is transactionable at that time. Things that get into people’s psyches really work.
“Hone in on the senses,” she said. “Create experiences, engage, close the deal and measure.”
Apart from Laura as the speaker for the kickoff event for #NYDSW, Barco once again surpassed themselves with a mighty fine networking event – having assembled an eclectic mix of execs interested in digital signage, digital out of home and retail in particular with some of the best food and nibbles of the week with wine, beer and cocktails.
All in all, for me a great start to the week.
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