Research conducted by Mood Media and INTERSPORT has suggested that sensory experiences increase in-store sales by 10 per cent.

The sports retailer conducted a controlled experiment in its Amsterdam store, splitting it into two phases – one was an ‘all senses’ area including music, the scent of fresh-cut grass and animated digital signage, while the other lacked all sensory elements.

The results were then compared to three INTERSPORT control stores which remained unchanged from their normal environment. To measure the emotional impact of the sensory marketing, Walnut Unlimited measured Galvanic Skin Responses and Visual Eye Tracking.

Shoppers purchased more items - up four per cent - and higher priced items - up six per cent in value - when sensorial marketing elements were in place, while also spending almost six minutes longer in-store when the senses were activated.

The use of scent was even more impactful when being used to highlight a specific department or zone. In the scented football zone, customers’ emotional levels were elevated by 28 per cent compared to the baseline.

From the installation of scent in the football area to-date, INTERSPORT has noticed a 26 per cent increase in sales in the test store, compared to the same category performance in all the other stores throughout the country.

Based on eye tracking metrics, awareness of digital screens in-store increased by five per cent when moving visualisations were activated on-screen, versus static images.

Based on the skin response metrics, a lack of sensorial elements in-store caused many consumers to become awkwardly self-aware while shopping, with 17 per cent becoming more emotionally sensitive and uncomfortable in an unusually quiet and stimulant-free environment.

Consumers like seeing themselves, which the study described as “the science of narcissism”, with both metrics showing a significant increase in nervous system activity and engagement when consumers saw themselves in mirrors and interacted with products in front of mirrors.

“Knowing that 78 per cent of shoppers say an enjoyable atmosphere plays a key factor in purchasing a product in-store versus online, we partnered with Walnut Unlimited to develop unique behavioural and neuromarketing quantitative research that demonstrates how shoppers react first-hand to specific sensory experiences,” said Scott Moore, global chief marketing officer of Mood Media.

“The results speak for themselves – a strategic top-level approach to incorporating in-store sensorial elements creates a measurable emotional response with consumers that delivers bottom-line results.”

Chris Kleine, director of design and development at INTERSPORT, added: “As we build our omnichannel strategy, we continue to focus on enhancing our bricks and mortar stores with memorable and engaging experiences that connect with our customer base.

“The involvement of our national licensee in this research has further highlighted how important sensory experiences are in creating a positive in-store environment that brings shoppers back time and time again.”

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