Most brands and retailers sell
inanimate objects. Tusco Display markets no puppies, no goldfish, no hydrangea. Instead, our displays and fixtures sell tools & tires, sporting goods & spices, cosmetics & calendars, food & flooring, shoes & services, paint & apparel, baseball bats, ballcaps & bathroom fixtures.
Anecdotally,
we know that pet stores that sell kittens find that their “inventory” moves
quickly. Why? In part it’s because these animate objects create
an emotional connection with shoppers. Meow.
Those connections most often arrive through a shopper's senses. A sensory connection with a shopper can be tough – but powerful. This is where physical stores have a massive
advantage over their online brethren.
Retailers and brands can appeal to more of a shopper’s senses. When she touches that towel, a connection
happens. When she smells that fruit,
she’s emotionally engaged. When she
tastes a sample, hears the music or sees the HDTV image, she’s drawn into a
relationship with the product. And if
she likes what she perceives, she’s more likely to buy.
When we come
to her senses, we’re actually in the relationship business, building
connections at the point-of-purchase.
Move over, Dr Phil.
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