Rethinking the In-Store Sensory Experience
For decades, retailers have leveraged the power of the five senses to create memorable shopping experiences. Stores may entice shoppers with the smell of fresh food or coffee, the sound of music playing, eye-catching displays or even temperature-zoned sections of the store.
Retailers and brands understand the impact that sensorial elements can have on making the shopping experience more fun and enjoyable. However, the shopping experience is not one-size-fits-all, and the influence of sensory stimulation can affect shoppers in different ways.
Shopper Needs Vary
For shoppers with sensory sensitivities, the in-store experience can be difficult. People with sensory sensitivities tend to process sensory stimuli more strongly and deeply. Bright lights, loud music, announcements, the crash of carts being returned or powerful scents can make shopping in stores overstimulating and stressful.
Research has shown that people believe the shopping experience should be accessible to customers of all needs. As retailers build welcoming store environments, it's important that they consider the diverse needs of all current and potential customers, including those with sensory sensitivities.
Sensory Inclusivity is a Win-Win
In addition to greater accessibility and inclusivity, creating an inviting store experience for all also provides a strategic advantage. It's a win-win for both shoppers and retailers. Sensitivities may occur for various reasons, impacting a large share of shoppers with significant buying power.
When shoppers are relaxed in the store and not overwhelmed by sensory stimuli, dwell time, basket size and overall spending increase. Plus, when stores provide a consistently enjoyable atmosphere, shoppers tend to be more loyal and are more likely to recommend the store to others.
Retailers Leading the Way
Select retailers have already started adapting their in-store experiences. These adjustments may include muted lighting, no overhead music or announcements, reduced volume on staff scanners and walkie-talkies, pausing activities that may create strong scents and more. Walmart has implemented daily sensory-friendly hours for shoppers who prefer a calmer experience, and Target, ALDI and New Seasons Market have also explored similar initiatives.
Beyond grocery, LEGO stores now offer supportive sensory bags (with noise-reducing headphones, strobe-reduction glasses and visual communication cards) for shoppers who prefer a toned-down sensory visit. These sensory-inclusive accommodations help turn the in-store experience from a potentially stressful task into an experience to be enjoyed by all shoppers.
Retailer Challenges
Implementing these initiatives does take time and effort on retailers' part to get right.
Having direct input from customers is key. Retailers must take the time to identify their customers' specific needs to ensure they're adapting the shopping experience accordingly. Plus, they'll want to gather feedback once changes have been put in place to confirm it's having the intended effect on the shopping experience.
Then, retailers will need to train staff on these new initiatives. For temporary changes like creating sensory-friendly hours, employees need to be trained to make sensory adjustments at the correct times. Understanding the "why behind it" also helps ensure consistent in-store experiences.
Overall, creating a sensory-inclusive shopping environment not only fosters an atmosphere of accessibility and inclusivity but also aligns with strategic business goals. By understanding and addressing diverse sensory needs, retailers can make the shopping experience more approachable while establishing stronger customer loyalty, growing their customer base and driving sales and satisfaction.
About the Author
Kayla Myhre is a shopper insights director at C+R Research, a custom market research firm based in Chicago. As part of the organization's Shopper Insights practice, she supports client research projects, helps onboard new innovative tools and solutions, and spearheads various internal education initiatives. Kayla also holds a B.B.A. in Marketing from the University of Wisconsin–Madison and a Master's Degree in Marketing Research from Michigan State University.
