The document discusses how retailers manipulate senses like smell, sound, and touch to influence customer behavior and increase spending. It explains that scents can evoke emotions and memories that change perceptions, music at different tempos can influence how long customers stay in a store, and letting customers touch products makes them more likely to purchase. Retailers strategically design store environments and product placements to engage senses in ways that subtly guide choices and spending.

1. Liiketilamainonta
Markkinointitelakka 16.4.2014

2. Liiketilamainonta
Kari Oksanen, www.ertuki.fi

3. Liiketilamainonta
Our senses bypass our conscious
mind. So, we smell something like
baby powder, we feel all warm
toward babies, we just happen to be
in the baby department, and we
spend a little more money. Or we
smell coconut and we suddenly get
beach fever.
Kari Oksanen, www.ertuki.fi

4. Liiketilamainonta
I think music is more of the ability
to create a feeling. So, what stores
are trying to do with music is tap
into emotion. My favorite example
is: imagine watching a movie
without any music, and it just
wouldn't work—once in a while I'll
be watching something with the
sound off and I'll think "that looks so
cheesy." Music is emotionally
evocative and that's what retailers
want to do. They want you to get you
feeling things and not thinking
things.
Kari Oksanen, www.ertuki.fi

5. Liiketilamainonta
Of course, it goes further than that in some cases. One study
from the European Journal of Scientific Research suggests that music at a loud volume
gets people to move through the store quicker, whereas slower and quieter music
makes them stay longer. Slow tempo pop music might make you spend more on
impulse purchases, and the effect of tempo and key might affect mood enough to
alter shopping choices as well.
While music can influence you in all types of ways, the main purpose of using it in a
retail store depends on what the retailer wants you to do. Sometimes they want you
to move through a place quickly (like a fast food restaurant), while other times they
want you to linger. The side effect of that is that you might end up spending more
money if a tune happens to you hit you in the right spot.
Kari Oksanen, www.ertuki.fi

6. Liiketilamainonta
Our senses bypass our conscious
mind. So, we smell something like
baby powder, we feel all warm
toward babies, we just happen to be
in the baby department, and we
spend a little more money. Or we
smell coconut and we suddenly get
beach fever.
Kari Oksanen, www.ertuki.fi

7. Liiketilamainonta
Popcorn is saltier when eaten out of
blue bowls as opposed to red,
heavier cutlery generally means
better flavour, and desserts taste
sweeter on white plates than they do
on black ones, which is another
example of sensation transference.
Kari Oksanen, www.ertuki.fi

8. Liiketilamainonta
Seventy-five percent of the
emotions we generate on a daily
basis are affected by smell. Next
to sight, it is the most important
sense we have.
Kari Oksanen, www.ertuki.fi

9. Liiketilamainonta
The idea here is very similar to how stores are set up to manipulate your
sight. They want to create an lifestyle, and by providing subtle, ambient
scents, they can evoke feelings that match that lifestyle. When it's done
right, you'll hardly notice it, but you might just spend more.
Kari Oksanen, www.ertuki.fi

10. Liiketilamainonta
Touch: Many stores will have product
samples out so that you can touch and play
with the item. They know by letting you do
this, you are much more likely to purchase
the item.
[Environmental psychologist] Paco
Underhill talked about stores that create
roadblocks so that when you walk in you're
forced to stop. He suggested that when you
touch something, you're more likely to buy
it. It turns out that we now know he was
right.
Kari Oksanen, www.ertuki.fi

11. Liiketilamainonta
Shelf placement is really interesting
and it's a newer concept. People really
tend to gravitate to the center of
displays. We seem to have this sort of
homing instinct and there's research
that shows people are more likely to
buy something that's in the center of a
display.
Kari Oksanen, www.ertuki.fi

12. Liiketilamainonta
Traditionally, "eye-level shelving" is
best, followed by "waist-level" , "knew-
level" and ankle-level" . It is near
impossible to locate all the items at
eye-level and store experience have
proved that consumer responses to
shelf locations depend upon such other
factors as the product package size,
whether or not its being advertised, its
need for visibility and intended
market segment.
Kari Oksanen, www.ertuki.fi

13. Liiketilamainonta
Kari Oksanen, www.ertuki.fi

14. Liiketilamainonta
1. Tilankäyttö
2. Musiikki
3. Värit
4. Tuoksut
5. Lämpötila
Kari Oksanen, www.ertuki.fi