{"id":16435,"date":"2022-07-08T11:43:18","date_gmt":"2022-07-08T11:43:18","guid":{"rendered":"https:\/\/www.kendu.com\/?post_type=magazine&p=16435"},"modified":"2022-07-08T14:02:05","modified_gmt":"2022-07-08T14:02:05","slug":"consumer-behaviour-the-physical-store-as-stimulus","status":"publish","type":"magazine","link":"https:\/\/www.kendu.com\/?magazine=consumer-behaviour-the-physical-store-as-stimulus","title":{"rendered":"Consumer behaviour: The physical store as stimulus"},"content":{"rendered":"
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Consumer behaviour: The physical store as stimulus<\/h1>\n <\/div>\n \n
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With the development of online commerce & technology, much is the uncertainty around physical stores. An experience, for many people, irreplaceable despite the comfort online shops offer. <\/p>\n\n\n\n

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There\u2019s evidence that sensory factors play a decisive role in the psychological perception of the consumer. Marketing Mood Media<\/em><\/a> <\/a><\/em>agency, specialized in multimedia solutions for the point of sale, has recently published a global survey called \u2018Improving the client experience: the impact of the sensory marketing\u2019.<\/a><\/p>\n\n\n\n

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The report aims to highlight how recent changes have influenced the perceptions of customers. The data collected were based on a study conducted by Walnut Unlimited,<\/a><\/em> a global market research agency specialised in neuroscience, psychology & behavioral economics. The study included more than 10.000 consumers of 10 countries around the world, including: Australia, Belgium, Netherlands, Luxembourg, China, France, Germany, Spain, UK & EE.UU. <\/p>\n\n\n\n

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The report was based on “reviewing the recent changes in the perceptions & expectations of consumers\u2019 shopping experience”. Its main objective was to analyse the impact of the shopping environment, where the sensory elements play a crucial role & have a direct influence in the behaviour of clients. Actions like returning to a store or making certain purchase are aspects directly influenced.<\/p>\n\n\n\n

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The information was key & shows that “78% of the potential buyers<\/strong> around the world consider that a pleasant atmosphere in the store is a decisive factor in their choice of buying in a store versus using e-commerce\u201d.\u00a0<\/p>\n\n\n\n

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Furthermore, Spain & China are the countries in which the presence of sensory elements has most influence. According to the report, a pleasant shop environment is accomplished with an “adequate combination of musical, visual & aromatic stimulus\u201d. The direct influence of the following sensory stimulus on purchasing behaviors is detailed below: <\/p>\n\n\n\n

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Visual Content<\/h3>\n\n\n\n
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More than a half of the surveyed customers (58%)<\/strong> say that “an appealing video content has a positive impact in the shops”. In the case of Spain, the figure rises to 64%<\/strong> & even 74%<\/strong> when it comes to the Generation Z. <\/a><\/em><\/p>\n\n\n\n

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We can find a clear example of visual content in the All Saints shop<\/a><\/em> located at Glasgow Flagship. Through a dynamic fa\u00e7ade, in collaboration with Kendu,<\/em><\/a> the company not only increased its sales, but also, its likes on Instagram.<\/a><\/em>\u00a0<\/p>\n\n\n\n

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Interaction & Customization<\/h3>\n\n\n\n
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Being able to try, touch and feel products or services also leads the list. That’s why, 56%<\/strong> “prefers to buy in a physical store more than online”. The 38% of the consumers around the world,<\/strong> assert that “feeling that the experience is personalised to their preferences, increases the probability of making a purchase, being also the second decision making factor.<\/p>\n\n\n\n

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Scent<\/h3>\n\n\n\n
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One in two consumers,<\/strong> highlights the importance of scent during its shopping experience & claims that a nice smell influences directly in their mood, improving it.<\/p>\n\n\n\n

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Behaviour Change<\/h3>\n\n\n\n
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For 75% of consumers,<\/strong> the correct match of music, visuals & fragrance are decisive in staying longer in store. “75% of global consumers<\/strong> say that they stayed longer in stores with the presence of such components, a figure that rises to 82% in the case of Spanish consumers”<\/p>\n\n\n\n

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The Sound<\/h3>\n\n\n\n
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The musical thread is a factor that never goes unnoticed & 85% of potential customers,<\/strong> put emphasis on it as a positive aspect. In addition, it has a direct impact in the clients\u2019 mood & its ability to “raise the mood of a potential buyer in the store”. <\/p>\n\n\n\n

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By contrast, if the music is not adequate, “57%<\/strong> of the buyers are discouraged if brands make bad music choices”.\u00a0<\/p>\n\n\n\n

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360\u00ba services and solutions<\/h3>\n <\/div>\n\n
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At Kendu we can help you getting the best out of your stores.<\/p>\n<\/p>\n <\/div>\n\n

\n RETAIL DISPLAYS<\/a>\n <\/div>\n \n <\/div>\n <\/div>\n <\/main>\n\n\n <\/div>\n<\/section>\n\n\n
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\n Discover our latest projects\n <\/h2>\n <\/div>\n\n
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\n\n CASE STUDIES<\/a>\n\n <\/div>\n <\/div>\n\n <\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"

With the development of online commerce & technology, much is the uncertainty around physical stores. An experience, for many people, irreplaceable despite the comfort online shops offer.  There\u2019s evidence that sensory factors play a decisive role in the psychological perception of the consumer. Marketing Mood Media agency, specialized in multimedia solutions for the point of […]<\/p>\n","protected":false},"author":5,"featured_media":16436,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[15],"mag-tags":[],"class_list":["post-16435","magazine","type-magazine","status-publish","has-post-thumbnail","hentry","category-retail"],"acf":[],"aioseo_notices":[],"yoast_head":"\nConsumer behaviour | Kendu<\/title>\n<meta name=\"description\" content=\"With the development of online commerce & technology, much is the uncertainty around physical stores...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.kendu.com\/?magazine=consumer-behaviour-the-physical-store-as-stimulus\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" 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