for a family entertainment center , is a perfect example of how to create impactful sensory spaces .
stimuli have to be chosen carefully , through a process of understanding and valuing how a combination of sights , smells , sounds , and haptic experiences can help communicate and represent the characteristics of your brand .
In this sense , the toy distributor Dideco presented their concept store in Valencia , Spain : a place inspired by nature , designed to engage all the senses . A store that follows the main principles of the company : discover , feel , and learn .
Using the multi-sensory approach in a broad way
Be aware of the fact that creating a multi-sensory experience in your store can be a very complex and extensive matter . For instance , when talking about sound , there is much more to consider than just the music you play , it is also about the way salespeople talk to consumers ( e . g . soft , calm ). So , try to not get in over your head .
Moomin Valley by Maria Yasko
Creating the appropriate sensory experience based on your brand
Also , it is interesting to consider that these strategies can be applied to the store on a daily basis , or they can be used for specific moments . For instance , one of the best initiatives I have come across in this sense is the Quiet Hour by UK toy retailer The Entertainer . In their establishments , during particular times in the year , for instance during Christmas shopping , they provide an hour dedicated to a calmer shopping environment ( mainly by lowering their music and dimming lights ), which has invited children with autism to visit their stores . But , beyond reaching children with sensory difficulties , offering this kind of shopping environment is actually appealing for many people . All children and parents can potentially benefit and enjoy this new approach of purchasing toys , as the less intense ambiance can help all children be more calm .
The impact of multi-sensory retail experience on brand loyalty
Toy distributors have a fairly new and interesting way of improving the customer experience for both parents and their children in the store . That is , by considering how they experience everything through all of their different senses . Enhancing their sensory experience in the right ways will have an important impact on brand loyalty and in-store sales .
Dideco concept store , Valencia , Spain
Your brand identity is another relevant factor to consider when designing the best multi-sensory experience . It is essential to determine how to stimulate your customer ’ s senses in a way that is aligned with your mission as a brand and how you want to be perceived by your customers . The
Maria Costa , PhD Head , Children ’ s Research Department AIJU , Spain
Page 24 | Kids India E-Magazine - March 2022