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London Crown House 143-147 Regent St. London W1B 4JB T +44 (0)20 7478 0000 E firstname.lastname@example.org
Our specialism is retail. rather than a single marketing discipline. .Atmospherics 2 // Activating consumers to physically engage with your brand and drive sales // About us We take time to understand consumers.Retail insight . brands and retailers leading to creative and compelling communications. so our clients benefit from real sector knowledge and a truly integrated approach.
nothing beats the buzz and experience gained from active participation in a store environment. spending has become an enjoyable release for many people. and share an affinity with others. As shoppers see others browsing instore around them. and to enhance or tailor one’s image. A great degree of satisfaction is gained from ‘real shopping’ because of the intense degree of interaction that defines the shopper’s experience. We explore the role of ‘retail atmospherics’ as an important differentiator from online competition and demonstrate how the right experience aids both planned and unplanned purchasing. to indulge. Shopping is a favourite pastime for us Brits. Most high streets or shopping centres satisfy all of these desires by offering a cross section of retailers to maximise appeal. it helps the In 2009 UK retail sales amounted to £257 billion – larger than the combined economies of Denmark and Portugal customer feel part of something greater. In fact. to escape. to discover. . last year (2009) UK retail sales amounted to £257 billion – larger than the combined economies of Denmark and Portugal! Today’s retailers have powerful emotional and social roles to play. to relax. they can satisfy consumers’ desire to connect with oneself and others.Atmospherics 3 // Introduction This thought piece celebrates ‘real retail’ and shows how. despite rising debts and the tough economic times. Shoppers are able to have a dialogue subconsciously with the store and its environment through the stimulation of their senses and by picking up on a variety of messages directed at them. despite growing online sales.Retail insight .
it is hard to see. finding ways to provide a good reason for shoppers to continue to make the effort to ‘come out of their homes’ is paramount. how the internet can match the emotional experiences enjoyed by being in a store. However for most aspects of retail.Retail insight . Despite much investment by online retailers to improve their interface and navigation tools. It would be a major oversight for ‘real’ retailers to ignore the threat of potential online competition in their sector. This can be seen in the recent figures published by Mintel in their June 2007 UK Store Design report. For value driven sectors. effective and emotive store design is becoming a more vital strategy for ‘real’ retail. experience is less important. Last year the figure grew by a further 4%. which showed that retailers invested £4 billion on shop refurbishments in 2006. It is hard to see how the internet can match the emotional experiences enjoyed by being in a store . Consequently. where the shopper’s needs are purely functional (looking for the best price) or when the shopper requires a ‘long tail’ of choice.Atmospherics 4 // The fight against e-tail These days it’s hard to open a trade publication without reading about the success of an internet company. with current technology.
According to Levy and Weitz (1995).” This way. both customer and retailer enjoy mutual benefits. // Atmospherics enhance the customer experience in several ways • • • • • Strengthening and differentiating brand equity Satisfing shoppers’ desire for experience Helping to put the customer at ease and encouraging purchasing Making the experience more ritualistic Dividing the store into zones Atmospherics Metrics Affinity Pleasure Arousal Dominance Flow The closeness a customer feels to the values and attributes that the retail environment is projecting The degree of enjoyment a customer attains within the retail environment The level of stimulation experienced by the senses The power balance of control a customer has within the retail environment The holistic sensation a customer experiences when acting with total involvement . with so much choice these days. “Atmospherics is the design of an environment via visual communications.Atmospherics 5 // Retail atmospherics Be it shopping on the high street or in a mall. retailers can’t afford not to invest in atmospherics. lighting.Retail insight . music and scent to stimulate customer’s perceptual and emotional responses and ultimately affect their purchasing behaviour. colours.
materials. The finer details of décor. uses piped birdsong and waterfalls within the retail space to encourage a sense of calm. plasma screens. most importantly.Retail insight . Get any element wrong and the brand becomes sabotaged. even the more regular. // Satisfying the shopper’s desire for experience People’s desire for sensory stimulation has been hyped up with the advances in. music. retailers will begin to create engaging environments to keep shoppers interested. the retailer can project brand equity using atmospherics. POS. Bluewater. David Jago – Mintel Director Desire for sensory stimulation has been hyped up with the advances in and accessibility of entertainment and technology . especially young adults. seeking entertainment and stimulation in every aspect of life. scent. mundane trips such as visiting the supermarket are shifting towards experience-based shopping where carefully thought out lighting. Today. lighting. leaving the experience less than satisfactory and the customer easily enticed elsewhere. With consumers.Atmospherics 6 // Strengthening and differentiating brand equity for specific messaging. Bluewater uses piped birdsong and waterfalls to encourage a sense of calm design and sound all culminate in creating a sensory extension of the retail brand. The result has been a push in customers’ demands of retail experiences and the increased desire for immersion. and accessibility of. information screens and aromas can encourage browsing or speed up traffic flow. in the store longer. Each retailer will apply these elements in a very unique way that reflects the brand’s image/identity and acts as a communication medium Live & Breathe’s client. setting it apart from the noise and stress normally associated with shopping centres. entertainment and technology that permeates nearly every aspect of their daily lives. happy and. In the same way that a product communicates through its packaging.
Retail insight .Atmospherics 7 // anticipation Introduction the act itself remembering .
Milliman (1982) Atmospherics can enhance each of the stages of the experience .and frequency .Retail insight . Selecting the right music is one of the most important aspects of atmospherics in putting the customer at ease. As shoppers lose themselves. conduct in-store studies to measure the impact of a brand’s marketing or retail space (including atmsopherics) through subconscious responses. Extensive research has proven that creating the right atmosphere helps make the shopper relaxed and encourages them to let down their natural defenses. they suspend reality. they suspend reality. which are later rationalised. using ordinary shoppers wired up with electrodes and embedded video glasses. as well as a surge in emotional attraction. A recent // Encouraging Ritualistic Behaviour A habit is an activity that happens on a regular basis but is not something the brain strategises about and therefore remains in the subconscious. The research found that retailers with stronger atmospherics created a greater degree of impact on the brain and Yalch and Spangenberg (2000) found that the type of music effects the amount of time spent in store. This enables retailers to understand shoppers’ true feelings. As shoppers lose themselves. and can better enjoy the shopping experience. Shifting a shopping trip from a habit to a ritual promotes brand loyalty . Subtle mind-scanning and eye-tracking devices enable the researchers to identify the exact triggers which capture someone’s initial attention and first impression. arousal and emotional attraction levels with that subject. the London based neuroscience company. It is functional and little pleasure is derived from the experience.Atmospherics 8 // Helping to put the customer at ease and encourage purchasing study conducted by Neuroco. whilst unfamiliar music encourages the customer to linger. Atmospherics can enhance each of the stages of the experience. and can better enjoy the shopping experience Neuroco.because it becomes an emotionally charged experience and encourages behaviour to stick. A ritual consists of three parts that together form a structured and sequenced approach to shopping. Neuroco found that the specific act of crossing the Starbucks threshold triggered a massive shift in ‘mindstate’ from tension to relaxation. at Lakeside. Real-time recordings evaluate quantitatively the nature and intensity of sustained attention. Unbranded coffee forecourt Stressed state Inside Starbucks Relaxed state and subsequent neurological responses. emotional engagement. Familiar music makes people feel like they have spent more time than they actually have in-store. did just that. This was seen for example when comparing shoppers entering Starbucks to an open coffee stall in the forecourt.
therefore. This helps increase the arousal effect . enticing entrances or window displays and appealing music or scent. Studies have shown that the greater the level of anticipation. for both existing and new shoppers. décor and wooden floors help encourage patrons to linger and make the experience memorable and enjoyable. the distinct aroma of Starbucks coffee and the uplifting world music helps heighten the drinker’s experience and makes the purchase much more emotional.a way of measuring how stimulated a person is in response to the environment. Comfy sofas. memorable one. Starbucks overcome their issue of not being able to serve customers immediately by providing an involving waiting experience that means the prolonged experience is a pleasurable and . Remembering the act is triggered by the stimulation of more than one sense. Using atmospherics (cross merchandising and POP) at this stage increases a positive mood and can be directly linked to impulse purchasing. branded shopping bags and a positive exit experience also help enhance the final stage of the shopping ritual which encourages repeat visits and brand loyalty. enticing entrances or window displays and appealing music or scent The ‘Act Itself’ occurs inside the shop.Retail insight . Next time the shopper returns to the store.Atmospherics 9 // The Shopping Ritual Each zone has used unique ways to interact with customers and help them navigate through a wide selection of options Before walking into a store. the greater the desire for a person to purchase something. heightening the anticipation of the experience can be achieved with lighting. Whilst in the queue. increase the amount of pleasure experienced. and here an element often overlooked by academics is the importance of service and ease of navigation in store. Heightening the anticipation of the experience can be achieved with lighting. Good service. the arousal at the ‘anticipation’ stage will be even greater and.
Michigan has used sophisticated atmospherics to achieve its vision of becoming a knowledge and entertainment HQ. wellness. Throughout the store. cooking. novels and children’s.Atmospherics 10 // Dividing the store into zones For stores that have mass appeal or sell a wide variety of products or services. intuitive. Each zone has used unique ways to interact with customers and help them navigate through a wide selection of options to provide a personal and customised recommendation. and easy.travel. . Curiosity is further encouraged by altering the feel of each of its main areas .Retail insight . large illuminated drums suspend from the ceiling and guide customers through the space in a way that is exploratory. Borders concept store in Ann Arbor. segmenting the store into zones is extremely helpful for the customer in directing their search as well as using atmospherics to treat each area uniquely.
Retail insight . At Live & Breathe. International manufacturers are spending the time and energy to ensure their brands are given the proper space and environment and merchandised as intended. vending sites. Warren and Chen (Atmospherics in the Cyber World) and McKinney (Creating a Satisfying Internet Shopping Experience via atmospheric variables) have come up with mandatory features that make the experience more enjoyable and humanistic. cruises. and. It’s not just retailers that are investing in atmospherics. service stations. We have a track record in solid retail marketing that delivers results. such as gyms. This is reflected in the rise of Experiential Marketing and Activation budgets by the likes of P&G. many of the UK’s shopping centres. Unilever and GSK. Researchers such as Falk. We understand the science behind identifying customers’ needs and linking these insights back to create the right balance of stimuli which is crucial for the successful implementation of any retailer’s brand experience. . car showrooms.Atmospherics 11 // Cyber atmospherics In the past few years there has been a growing sense of urgency by internet companies to try to imitate some of the principles of ‘real’ retail atmospherics online. Attributes like Usability. Cyber-Interactivity. we get excited by the untapped opportunities of using atmospherics in other leisure Attributes like usability and music improve the experience but can’t satisfy at the same level as real retail spaces too. combined with creative thinking that enables our clients to be at the forefront of innovation. We are continually seeking out new technology and techniques to deliver ROI and accountability. dominance and affinity. Navigation. surprisingly. Trust. arousal. System Response Time and Music all improve the experience but can’t satisfy at the same level as ‘real retail’ on classic metrics such as pleasure.
new and deeper insights and evaluations into how consumers genuinely respond to the stimuli around them. we create work that email@example.com Copyright Live & Breathe 2010 Thanks to Retail in Action for supplying photographs.com .co. Creativity and efficiency are delivered via a business structure built to reflect the strategic. They are also able to measure the full range of sensory responses. We use our proprietary retail planning model to put shoppers at the heart of every brief and to therefore arrive at the most relevant and commercial creative response. We balance the right amount of planning and intuition based on 20 years of sector experience. www.uk To find out more about Live & Breathe please contact Nick Gray on 020 7478 0000 or email nick. www. Leeds Giles House John Charles Way Gelderd Road. psychological and physiological responses at both qualitative and quantitative levels.com Neuroco conduct a full range of marketing and retail based studies. In the best retail tradition.co. to get to answers quickly. Their aim is to provide fresh.uk London Crown House 143-147 Regent St.Atmospherics 12 // Creative Retail Marketing – Activating consumers to physically engage with brands and drive sales. responsive and efficiency needs of the retail sector and by splitting skills sets appropriately across our London and Leeds offices. Live & Breathe is lead by CEO Stuart Mitchell.co. detailed delivery. We marry the most ground-breaking creative ideas with efficient. By specialising in the retail sector as opposed to a marketing discipline we are able to offer an integrated service to retailers and brands that value our retail experience.retailinaction. Leeds LS12 6QA T +44 (0)113 279 3232 info@liveandbreathe. London W1B 4JB T +44 (0)20 7478 0000 info@liveandbreathe.Retail insight . whilst maintaining the right amount of art in the science. Their expertise combines neurological. Chairman Adrian Watts and MD Nick Gray. creative.neuroco.
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