The retail industry has been talking a lot about keeping physical stores relevant and maximizing sales through omnichannel strategies. It is clear that, in order to keep customers coming into stores, retailers are focusing on the experience as much as anything. LS:N (our trend and forecast partner) has recently published an article, Sensory Awakening, that describes the Australian retailer Dust’s efforts to maximize the customer experience by appealing to all five senses. Dust uses infinity mirrors, motion-sensing fragrance dispensers, LED screens playing videos, and prismatic lighting installations, while splitting product collections into sight, scent, touch, taste and sound groupings.
If you are going to GlobalShop in Las Vegas next month, you will see this strategy in action. The Planning and Visual Education Partnership (PAVE) will be displaying a sensory student competition outside of the exhibit hall by registration. This exhibit is split into four quadrants, each displaying an all-senses merchandising strategy designed by the best and brightest students from leading schools. Students worked closely with A.R.E. (the Association for Retail Environments ) manufacturers, design schools, and retailers to construct their merchandising strategies. The quadrants feature:
Watch for your March issue of Retail Environments magazine for the behind-the-scenes story.