How Retailers Trick You Into Spending Money
Smells, tastes and sounds also come into play when you spend your hard-earned dollars.
Take a deep breath the next time you're Christmas shopping. If you notice a hint of holiday scents like pine and cinnamon, it's actually a tricky way that retailers are getting you to spend. Sights, sounds, scents, tastes, touch -- a new TIME article shows how clever marketing tricks use your senses against you.
Retailers often rely on "sensory branding" to make you want to buy
Smells: More than any other human sense, smells evoke emotional memory. And if you have a good memory with something, you'll want to buy it more. Retailers know this and want customers to have a connection to a brand even have a name for it: olfactive branding. ScentAir is a company that develops scents for brands like Hugo Boss to Marriott Hotels. They inject stores with "fresh air" scent to "fresh cotton." For Bloomingdales, there's specific scents like baby powder smell for the child’s section, coconut in swimwear, and lilac in the lingerie department. No surprise, during the holiday shopping frenzy, many shops want seasonal smells like cinnamon, nutmeg, clove, evergreen, cranberry, citrus, and cedar. ScentAir is creating a holiday scent for Old Navy in about 100 of their stores.
Sights: As TIME reports, warm colors like yellows and reds are better for the spontaneous purchases and getting the customer to come into the store. Cool colors like blues and greens attract customers who know what they want but will take the time to look through the options. Sight, is most used for marketing because it is the one most responsive to the environment, such as for logos and corporate colors. Fashion retailer Gina Tricot said "the eyes buy 70 or 80 percent of what people buy."
Sound: Hear that constant Christmas music at the mall? The sense of hearing creates moods and evokes emotions and feelings, which is why it's the second most used marketing trick retailers use. Music can create a mood for the consumer that encourages them to buy. For example, playing rock and roll music in a guitar store.
Taste: Taste is also linked to the emotions, is obviously used for food and drinks. Starbucks does this part especially well with their pumpkin lattes in the fall and peppermint syrups in the winter.
Tactile: Touch gives consumers a physical and psychological connection to a product. The Apple store provides consumers special experiences by stimulating all of our senses, so we can fully experience Apple.
Have you found your senses being duped into buying more?