Logan Bertrand presented on how retailers use sensory tactics to influence customers. Several stores were analyzed. See's Candy uses pleasing smells, tastes, and visual displays. Vans showcases shoes outside and plays fitting music. Puppies 'N Love has a calming look and allows touching merchandise. Salespeople match the store's image - Zales employees dress nicely and only allow touching jewelry upon request. H&M places new items at the entrance and racks create a maze. Dick's Sporting Goods has prominent signs and blocks aisles with sale items. In conclusion, retailers carefully consider placement of new and sale items to guide customers and maximize opportunities.

1. Insights
&
Observations
Presentation by Logan Bertrand

2. Surprises from the Businesses
▪ The stores focus on every sense that the customer
has, whether it be sound, sight, touch, smell, and
surprisingly even taste in certain cases.
▪ The more serious a customer presents
themselves, the more apparent the salesforce
makes an effort to please any request

3. See’s Candy Sensory Tactics
▪ Visually pleasing and clean looking
black and white contrast decor
▪ Pleasing scent of chocolate and
sweets
▪ Upon request, some See’s candy
shops allow for samples to taste
the product
▪ Though the store was very small,
the stands and shelves portrayed
all products neatly and prominently

4. Vans Sensory Tactics
▪ Showcase of popular Van’s shoes
right outside the entrance
▪ Different shoes of all colors shown
across a wall in pleasing order,
giving you a vast choice of what is
available, and the ability to feel the
shoes before purchase
▪ Music playing above fits the
skateboard culture, giving you the
feeling of being a part of it.
▪ Salesforce looks like they actually
belong in the skateboard and Vans
style culture

5. Puppies ‘N Love Sensory Tactics
▪ Calming and rustic look to
the entrance of the store.
▪ Stand of toys and
accessories in the way
making you take note as you
pass by
▪ Touching, smelling, and
snuggling of the
merchandise available upon
request!
*Wife Pictured above

6. The Surprising Detail of the Salesforce
▪ Depending on the store, the salesforce will make sure
you are taken care of within minutes of entering, or will
leave you be until you finally approach them.
▪ The salesforce and the image of the store match
incredibly well. The more costly the merchandise the
better dressed the salesforce will be

7. The “Zales” Force
▪ The sales people of Zales
approached me immediately, asking
if there was anything I needed in
particular
▪ Every employee was very well
dressed in black, showing off some
sort of nice jewelry as well to accent
their attire, without being too flashy
▪ Touching merchandise comes at a
request, so that to see the product
up close, you must interact with a
sales person, and show that you are
more serious than a window
shopper.

8. Placement in a Store Means Everything
▪ The more you observe a store over just shopping, the tactics of
placement become much clearer.
▪ New product and sales of products almost “get in the way” of you being
able to shop normally, without taking notice of what they want you to.
▪ Many obstacles are put in the way of some of the essential parts of retail
stores, such as dressing rooms or pants set against a wall in the very
back.

9. The Flow of H&M
▪ Sales signs and stickers
prominently placed to be seen
even while window shopping
▪ New arrivals are the first things to
be seen at the entrance of the
store, making each customer take
note
▪ Racks of shirts and jackets on
sale, creating a maze to the back
of the store, where the fitting room
is located. This maze brings more
to your eye to take back and try on.

10. Dick’s Sporting Goods Attention to Sales
▪ Before even walking through the
door, signs point out a guarantee
and how to get rewards in the store
▪ Blocking and entire half of the
store, forcing you to walk around,
and pay attention, is a table with a
sale on shoes
▪ Sale racks present themselves
before everything else, forcing you
to take note

11. Opportunities
▪ Utilizing new and “on sale” product as obstacles around normal
merchandise is an opportunity that I wasn’t previously aware of, even
though it was incredibly obvious.
▪ Requesting to touch merchandise vs. having merchandise free to try
can bring very different customers into your store. By having higher end
product and a request, you are only bringing the more serious
consumers out to see what you have. With free to try product, you
might bring in a larger audience, netting you a larger amount of sales.
This highly depends of the product, such as jewelry vs. running shoes

12. End of Presentation