Store sense: Reclaiming the four walls with - Deakin University

Contents
About the authors ................................................................................................................................................................ 4
The new retail dynamic ...................................................................................................................................................... 5
The physical store under threat ...................................................................................................................................... 5
Opportunities to reinvent the store .............................................................................................................................. 6
The brand experience ......................................................................................................................................................... 7
The new consumer .............................................................................................................................................................. 7
The youth market - ‘future-proofing’ the retail store ..............................................................8
E-sense - how technology is connecting with the senses in-store ..................................................................... 8
Shopper marketing in perspective ................................................................................................................................ 9
The sensory store .................................................................................................................................................................10
A focus on the senses .........................................................................................................................................................11
Sight: the visible building block of retailing .............................................................................11
Tactics and techniques ......................................................................................................................12
Touch: the power of the tactile experience ..............................................................................14
Tactics and techniques ......................................................................................................................15
Sound: amplifying the shopping experience ...........................................................................16
Tactics and techniques ......................................................................................................................17
Advances in sound technologies ...................................................................................................17
Scent: the most powerful sense of all .........................................................................................18
Tactics and techniques ......................................................................................................................19
Taste: try before you buy .................................................................................................................20
Tactics and techniques ......................................................................................................................20
Ambience - the ‘hidden’ features ....................................................................................................................................21
The sensory store and competitive advantage .........................................................................................................21
Multi-sensory engagement: 1 minute case studies ................................................................................................22
Conclusion ..............................................................................................................................................................................23
References ...............................................................................................................................................................................24
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