The point of sale (POS) plays a very important role in a company’s business. Even though everything seems to revolve around the virtual world these days, most people are still interested in the ritual of visiting a store—seeing, feeling and touching before making a purchase decision.
That’s why it’s important to encourage and increase customer stimuli at the POS so they experience unique sensations that only your brand can deliver. Retail scenography plays a major role in turning the customer experience into an event they’ll always remember.
But how can you use retail scenography to make your brand stand out in the market? In this post, we answer this very common question and share other information you can’t miss. Check it out!
What is retail scenography and why does it matter?
For most people, scenography is a creative strategy closely tied to the world of theater, no doubt about it. In fact, there’s nothing wrong with associating it strictly with theater; however, its use extends to other areas, as is the case with retail scenography.
Investing in it is one of the latest marketing bets of companies around the world, especially in retail. So-called sensory marketing, together with architecture and design, is used to engage all of the consumer’s senses to boost sales—by defining and perfectly combining every element of décor, lighting, sound and more.
The goal is to deliver enjoyable experiences that go beyond the buying and selling process and can positively influence the desire to purchase products. It’s a very important element in business because it makes it possible to create a unique universe that captures the public’s eye and attention at the point of sale.
Consumers are increasingly demanding and critical about product quality and their shopping experience at the POS, and they’re always connected to the virtual world and up to date on the latest technological innovations. That’s why it makes sense to bring technology into scenography to delight people even more.
How to apply it at the POS?
First of all, it’s essential that information about the target audience be collected and understood, so the team responsible for the scenography can plan the ideal environment based on the audience’s sociocultural characteristics, needs, habits and desires. This way, you can find the best ways to win over consumers and keep them in the store longer.
To grab the public’s attention and attract customers, POS scenography needs to go hand in hand with the sensory marketing mentioned at the beginning of this post. It should therefore engage all five of the consumer’s senses to maximize their sensory experience in the sales environment, ensuring they feel as comfortable, happy and satisfied as possible in the space.
Below, see how scenography and sensory marketing can work together.
Sight
At the POS, scenography uses visual elements that help consumers identify with the store, serving as a way to communicate with the public. There are four items that must be meticulously planned in the visual aspect of POS scenography:
- window display;
- lighting;
- design;
- furniture.
These four items need to match the image the company wants to convey to customers, creating a welcoming space that’s consistent with the brand’s ideals.
Sound
You can make your POS stand out through hearing by creating soundtracks suited to the brand’s context to set the mood for the consumer’s shopping moment. Sounds can stimulate the public, making them calmer or more energized, depending on the company’s goal with these actions.
You can use noises and sounds that evoke the product being sold or the environment in question—for example, gentle ocean sounds in a surf gear store.
Smell
The sense of smell can evoke memories and convey emotions faster than any of the other five senses. That’s because scents go straight to the central nervous system once inhaled. So, using aromas that create a pleasant atmosphere and lift customers’ mood is a surefire part of a marketing strategy.
Touch
When products are left within customers’ reach so they can interact with them—feeling their texture and weight, for example—they’ll feel more confident about buying that product.
Taste
Even if you don’t intend to sell food, what matters is making the brand experience enjoyable. Tasting delicious snacks lifts customers’ mood, making them more receptive to other sensory stimuli.
What’s its influence on live marketing?
Live marketing refers to the set of tools and activities used to promote interaction between the customer and the brand in order to achieve strategic goals. It represents the evolution of promotional marketing, using more structured actions.
Combined with scenography, live marketing can achieve higher levels of audience attraction, because scenography makes it possible to create environments that are truly exclusive universes, entirely dedicated to entertaining the customer.
Scenography is the result of work that brings together architecture and interior design and, in some cases, technological innovations from fields such as mechanical engineering and computing, including the use of software.
The retail market must put the customer experience first at its points of sale to remain attractive and avoid losing ground to online stores and competitors.
Retail scenography is a major differentiator for increasing the number of customers who enjoy going out to visit the store rather than swapping it for the online experience. So, be sure to strategically plan the look and the sensations your space conveys.
Want to learn more about retail scenography and apply it at your point of sale? Then get in touch with us—we’ll be happy to help!
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