The Emotional Organization: Feelings, Senses, Consciousness

Abstract

Stationary Retail is challenged to reform itself. The shopper leads the way and demands multichannel opportunities. Highlights in every respect and customer-binding discount opportunities are supposed to persuade the potential customer to buy. Customers want the ultimate shopping experience across all their senses, they want to be excited, engaged and surprised, otherwise they won’t buy! Shopfitters are challenged – the POS, POI or POP has to fulfil all these factors, so the general opinion goes, otherwise stationary retail will not stay in the game. But what exactly leads the customer on our sales floor? CDA centre d’ambiance™ has been dealing with people and their unconscious actions for over 25 years. CDA works with its own conceptual approach and developed the FMA© Color Method Analysis, a unique basic tool for building multisensory interior designs. With insights from research, reports of experiences and clear questioning of existing and generally known procedures, CDA shows a slightly different point of view.