The Power of Store Ambiance and Sensory Cues

Unmistakable Ambiance

As viewers enter the Richard Mille watch boutique in Paris, their senses are inundated with beauty. Large glass panels are etched with details of the emblematic RM tourbillon, giving viewers the sensation that they might be entering the heart of the watch itself. Extreme elegance buoys buyers through the store, with black leather chairs, Macassar ebony, and brushed steel accents. The impact is palpable.

As a primary showcase of the watches, these interior design elements are vital. The Paris boutique offers a theatrical look with a touch of femininity. “I wanted to go against the traditional macho design, with its dark materials, cold metals, and dark atmosphere,” said Mélanie Treton-Monceyron, the watchmaker’s creative director. “I thought we needed to open the shops, give light and add lighter colors.”

Treton-Monceyron says she’s stirred by functional spaces like hotels, airports, and factories, rather than drawing inspiration from typical retail designs. The space itself is her muse: “I was a choreographer and dancer before,” she said, “so I look at a shop from a stage design vantage point and move inside the space — using my own body to sense the space left and right and position everything from the watch displays to sofas to walls.”

Increased Personalization Through Sensory Impact

As today’s merchants seek to grow online sales, businesses are also showcasing more personalized experiences in their stores.

The ambiance is imperative: 1 in 5 consumers said they choose to shop in person because of an enjoyable atmosphere. From convenience stores to car showrooms, merchants hope to connect their product with its people through environmental elements that generate sales. Sensory impact plays a principal role:

“Advertisers are increasingly aware of the influence sensory cues can play,” said Ryan Elder, associate professor of marketing at Bringham Young University. “Our research dives into which specific sensory experiences will be most effective in an advertisement, and why.” Data found that people caught in sensory experiences (like taste or touch) were more likely to buy at an earlier time, and suggested consumer behavior can be influenced by both actual and imagined sensory experiences like sounds and smells. Even online reviews that articulated these features were ranked higher in terms of how useful they were to others.

Drive Sales for Ambivalent Customers

With 37% of U.S. consumers saying that being in the “right mood” spurs impulse purchases, here are some elements that can drive sales for ambivalent customers:

Music and Scent: What are the first things people hear or smell when they enter your establishment? Does the “first impression” profile you display match the brand message you want to project? Like songs or smells adjusted to the holidays or festive events, details create emotional connections with clients, giving brick-and-mortar shops an advantage e-tailers simply can’t match.

Décor: From colorful artwork to oversized custom posters, match your décor with your target patrons. Build an ambiance that will encourage customers to linger. And don’t underestimate an uncluttered, tidy environment: a 1997 study showed customer satisfaction was greater in “pleasant” (versus disorganized) furniture stores. Customers in pleasant stores spontaneously spent more money on articles they simply “liked.”

Spacial Layouts: What does your store blueprint or interior signage communicate? Are you looking for a consistent, orderly flow or a casual, flexible feel? For Richard Mille, directional (yet conversational) spaces were key. Trenton-Monceyron says she designs open spaces to admire and dialogue because the brand believes watch shops are about more than just sales:

“They are like the salon of conversation of Marguerite de Navarre during the 16th century; a place where you can come just for visit, discuss and exchange a point of view.”