Avionics News June 2016 - 65

state, your customer is less likely to buy, no matter how
Common senses
good your presentation.
Humans don't just shop with their eyes; we also use
2. Smells. This is the brave new world in
our other senses, too. And while we think our brains are
atmospherics, and it's a powerful but tricky tool. We
keen analytical tools that steer us toward the smartest
experience scent differently than other senses because
choices, they're not perfect. In fact, we're quite capable
it's tied closely to the emotional center of our brains,
of being manipulated, and it's our brain that leads us
and that can achieve impressive results. The smell of
astray. While the implications of this are far-reaching,
chocolate chip cookies has been shown in experiments
here are five things to get you thinking.
to inspire shoppers on tight budgets to splurge on
1. Music. The classic studies on music in retail
new items of clothing. And when a convenient store
are more than 30 years old, yet they've yielded some
chain pumped in the smell of coffee, sales of the drink
enduring results. Fast-tempo music encourages shoppers
increased 300 percent. For this
to make quick decisions and buy
reason, British Airways, Victoria's
on impulse, while slower music
Secret, Bloomingdale's, and hotel
inspires people to move more
ENVIRONMENTAL FACTORS
chains Westin and Ritz Carlton
slowly and shop longer. These
HAVE PREDICTABLE
all use "scent logos." Worldwide,
studies highlight the idea of arousal;
EFFECTS ON HOW YOUR
expenditures for scents have grown
faster tempos quicken customers'
CUSTOMERS MENTALLY
to more than $220 million a year,
pulses and their decision-making, so
INTERACT WITH YOU. WHEN
according to Manja Zidansek, a
you may want slow music in your
YOU UNDERSTAND THEM,
former WSU doctoral candidate of
avionics shop.
YOU CAN WORK SMARTER,
Spangenberg's.
Since that study, we've learned
NOT HARDER, TO
That said, finding a signature
a lot more not only about music
scent for your avionics shop is no
rhythm, but tone and volume, too.
small order; it has to match your
Eric Spangenberg, a marketing
brand, and the wrong one can turn
professor at Washington State
off a customer more than no scent at
University, found that fast/happy
all. The WSU researchers recently
"Don't Stop Believing" style of
compared a simple, pleasant smell
music made subjects feel like time
- in this case, orange - with an
passed more slowly, while the slower/
equally pleasant but more complex scent combination
sad music, such as "Wind Beneath My Wings," made
of orange, tea and basil. Like music, simpler smells
time pass more quickly, so customers shopped longer
didn't hamper customer problem-solving or processing,
without realizing it. Other researchers have cued in
while complex scents did. That simplicity resulted in
on this, too; they suggest that sad music can lead to
20 percent more sales in the home-decorating store they
spending more money, like mood-related eating. So it
used as a laboratory. Likewise, a fresh, ocean air scent is
seems you want slow, melancholy music that suits your
used successfully in hotels.
brand and customers. For example, a high-end wine
As to the scent volume, the sweet spot appears to be
store wants a classical music feel, and there's evidence
right at, or maybe just below, the point where customers
for that match producing an increase in sales.
recognize it; more, and they'll tune it out. The sense
As for volume, a researcher at the University of
of smell starts to fade at about 45 years old, and it's
Illinois suggested that ambient noise influences "creative
significantly affected by about age 60. That means you
cognition." That's what customers use to think abstractly
may have to turn it up for older customers and risk an
- for example, to consider how a panel upgrade might
assault on your younger employees.
add adventure and excitement to their flying. Ravi
3. Shop volume. Your physical space does a lot of
Mehta, a professor of business administration, found
heavy lifting. "It can bring certain concepts to mind,"
music works best at a moderate volume of about 70
Meyers-Levy said. "Then, through that, it affects the
decibels, or the noise level in an average passenger car.
actual way we process information."
Conversely, silence and sound louder than 85 decibels
(traffic noise on a busy road) both require our brains to
Continued on following page
expend effort, which compromises our thinking. In that

STEER CUSTOMERS
TOWARD
PURCHASING
DECISIONS.

avionics news

*

june

2016

65



Table of Contents for the Digital Edition of Avionics News June 2016

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Avionics News June 2016 - Intro
Avionics News June 2016 - Cover1
Avionics News June 2016 - Cover2
Avionics News June 2016 - No label
Avionics News June 2016 - 2
Avionics News June 2016 - 3
Avionics News June 2016 - 4
Avionics News June 2016 - 5
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Avionics News June 2016 - 8
Avionics News June 2016 - 9
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Avionics News June 2016 - 28
Avionics News June 2016 - 29
Avionics News June 2016 - 30
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Avionics News June 2016 - Cover3
Avionics News June 2016 - Cover4
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