Retail Observer

RETAILOBSERVER.COM JANUARY 2020 48 R esearchers have found that the brain is alert to its environment during every waking second of the day, using our eyes, ears, skin, nose and mouth. It's these five senses that not only enable the brain to perceive the world, but predict our future feelings and reactions. Retailers who make creative use of this principle are winning consumers better than those that don't. As we're all aware, today's shoppers are researching their prospective purchases online. However, visual stimulation is the only sense the online world offers. And when they're shopping for durables, it's usually not enough. Shoppers expect and NEED a much more engaging, personalized experience – this is especially true for the Millennials who seek hands-on activities and stimulation. And that's where they're just begging your brick-and-mortar store and brand to step in. Consider the retailers who are winning by offering their customers a unique, full-sense shopping experience: Audi USA, American Girl, Nike Los Angeles, lululemon, Lowe's Holoroom. You'll find these brands and stores attracting buyers by improving the customer experience. So what can you do to win lifelong customers who will tell their friends and families about you? If you're selling in any of these categories – appliances, consumer electronics, furniture and/or bedding – it might not be as easy to touch all five senses. The consumers can see and touch your products, but they can't hear them unless you can make them come to life. Also, you can't give them an experience of smell or taste unless you're offering demos or cooking classes. It's why I'm such a strong proponent of immersing your business in the outdoor living category with grills and outdoor heating solutions. It's the hottest of any of your current categories (pun definitely intended). Outdoor cooking products touch all five of your customers' senses. But you need to be aware of a few key elements: 1. Be committed to the category by looking relevant (800 sq. ft. or more) and representing all fuel types: gas, lump charcoal and pellets. 2. Demonstrate grills on a regular basis. Who doesn't love the smell of barbeque? Who doesn't like delicious free food samples? 3. Have at least one sales associate who is an outdoor cooking enthusiast. Their knowledge and zeal will infect your sales team. By following these simple steps, you'll find yourself not only selling to your existing customer base but a whole new set of consumers. But selling grills is only one part of the story. Sure, it's nice to sell a category where you make 32%+ gross margin (G.M.) and the consumer is a happy shopper. But, more important, you'll be selling consumables such as rubs, sauces, accessories and fuel that offer much higher margins. And, by the way, this consumer will come back monthly instead of waiting for years. Here's an example of a small-slash-medium-sized operation that gets it. Orsini's Appliance Sales & Service in Martinsburg, West Virginia just opened an 8,200-square-foot showroom that incorporates nearly all the categories mentioned above. They've positioned their grill section in the front of the store with some very creative merchandising: a sampling station for rubs and sauces, a tailgating section with a Chevy truck bed sticking out of the wall, murals to hype the brands and the outdoor feel, and lots of fuel on display for easy selection and carry-out. Orsini's also has a 1,000-square-foot outside experience building with three glass garage doors and two roll-up side doors. All products are live, so they can conduct demonstrations and cooking classes, and there are cameras over every cooking station that allow them to create videos for YouTube and to feed their in-store digital signage screens. PJ Orsini's entrepreneurial spirit, his drive to succeed, and his recognition of a hot category that touches all five senses will benefit him for years to come. Isn't it time you came to your "senses"? IT'S TIME TO COME TO YOUR "SENSES" John Laing Outdoor Trends John Laing — Director of Appliances and Outdoor Living Nationwide Marketing Group RO

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