Question

1. Please consider a retailer that you frequently visit (starbucks, zara, apple store, or other). Please talk about how the five senses are used in this retailer? How does the retailer use these sensory stimuli to grab your attention and how do you interpret what you see, hear, smell, taste, feel?

Answer 1

Retailers use the five senses in the best way possible, especially when it comes to brands or the luxurious brands then, the retailers play with customer's senses. Starbucks is an international brand with a brand goodwill which exists all over the world. It is considered a luxurious brand which is a famous coffee chain and other beverages. The restaurant chains and the food businesses use the senses of their customers in the following ways:

• It shows attractive advertisements and billboards with tempting food and with a good presentation so that more number of customers get attracted. In Starbucks, there were posters and the menu was displayed on screens with tempting displays of their items on the menu.

• They attract the customers by their conversation skills and the customers get attracted or get convinced to what they hear and buy the goods. Starbucks polish its employees with the communication skills, which they use to convince the customers for buying the product.

• The aroma and essence of the food which is cooking inside the kitchen comes to the customers which make their mouth water, which forces them to taste it too. As the smell of coffee is said to be strong, so in Starbucks the aroma of coffee which flows in the air attracts the customers and makes them vulnerable to having it.

• The retailers, especially the brands have their unique taste which after tasting once the customers remember for the lifetime. Starbucks has its unique taste and technique which makes a simple coffee a luxurious one.

• The atmosphere and surroundings of the outlet where the customer can sit and consume the product is what gives him or her the feel to visit there again and again. Starbucks has its own interiors and sitting arrangement which comforts the customers.