Multisensory in Stationary Retail: Principles and Practice in Customer-Centered Store Design – Neuromerchandising at the Point of Sale

Abstract

How do we as humans perceive the sales space in stationary retail and what is the basis for our behaviour? As much as we are proud of our modern shopping places: We cannot overlook the fact that the basic principle of the design of these shopping places has not changed for millennia. What we want to achieve with multisensory in stationary retail is to create an atmosphere in which people feel comfortable, and not just in relation to specific target groups, but to all customers. If you’re serious about multisensory in stationary retail, it doesn’t make sense to focus on one or two sensory perceptions. But that is often the approach. Most mistakes made in brick-and-mortar retail come from not taking into account the contextual nature of human perception. Only if all elements of multi-sensory perception, such as materials, colours, sound and scent, are in context with each other, can a continuous positive perception be created.