Sense of Place Turn your store into a sensory experience.
By Gwen Moran Edited by Frances Dodds
Opinions expressed by BIZ Experiences contributors are their own.
The scent of tea and baked goods fills the air inside Janam Indian Tea, andthe music of local artists plays quietly on a surround-soundsystem. While seated on furniture draped in sumptuous fabrics,patrons enjoy their food and drink from fine china. Deep, richcolors evoke the mood of an Indian tearoom-right in the heart ofJersey City, New Jersey.
"It takes you far away and makes it a complete teaimmersion experience," says owner Amy Dubin, 33.
MartinLindstrom, author of Brand Sense: Build Powerful Brands Through Touch,Taste, Smell, Sight and Sound, says the senses matter:Playing the right music can increase revenue up to 29 percent, theright smell up to 82 percent. He suggests you:
- Use a "sensogram." Draw a pentagram, and note on eachpoint how your business appeals to each of the five senses."You don't need to appeal to all senses," Lindstromsays. "A few will do if you're good at it."
- Identify sensory signals you already know-how your storesmells, the colors used in your décor-and compare them to yourcompetitors' signals.
- Make it your own. Dubin, for example, offers free samples socustomers can learn more about the teas she sells.
Above all, says Lindstrom, measure what's working.
