Presented by Daniel Toriola
Sports apparel is commonly used as a great way to advertise your team because they are inexpensive and
something that millions of people enjoy wearing on a daily basis. These shirts are branded with the name or
logo of your team, etc.
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Engage Your Shoppers' Senses to Get Their Sales
By Rus Kinzinger
The next time you are visiting your favorite apparel store, stop, then smell! That's right, stop what
you're doing and take a long whiff. Notice anything of interest? Chances are you'll discover a distinct
smell. Whether you have noticed it before or not, that smell is part of the store's distinct brand, and it is
part of the brand cocktail that brings you back to the store time and again. (If your long whiff wasn't so
pleasant, it might also be enough to keep you from returningcertainly the bane of every retailer!) I
might even go so far as to speculate that if you were led blindfolded to the store, you would be able to
identify where you were based solely on what the sense of smell told you. Smell is our most evocative,
enduring, and intense sense. But it is not our only sense.
Sensory marketing is a way of describing the form and function of marketing which has as its goal to
create awareness and to influence consumer behavior via the various sensory channels to the decision
center, i.e. the brain. Whereas I mentioned only the sense of smell, there is also sight, taste, touch,
and hearing. Sensory marketing seeks to influence consumer buying behavior through each. One of
my favorite retail stores, for example, encourages the shopper to "Please touch." When I do, I buy.
The more senses a retailer can engage, the more likely a consumer is to make a purchase.
Retail thrift shops are not exempt from the benefits of se