using the senses is essential

Just read an excellent article by Neil Gillis CEO of Blacks Leisure in the current copy of Retail Week - he talks about new ways of touching the customer by engaging the senses. Hoorah!

Someone else in retail who understands the power of the senses to create emotions - essential when we're appealing to customers and demonstrating why we're 'the one'.

Too many businesses pay scant attention to their visual message let alone using any of the other four senses to seduce, engage or charm customers. This is their downfall. Business must start to exploit all of our senses or risk becoming irrelevant in the mind of the customer. If you're failing to embrace the innovation of emerging trends you can be sure your competitors will, and they will reap the rewards.

The global trends for 2010, predicted at this years Retail Conference, suggest that money now has short-term relevance in the race to retain customers - we must provide meaning and relevance through making sure customers leave smarter than when they arrived at our door. This means understanding our products and services and communicating with passion, enthusiasm & confidence how they can serve the customers wants, desires and dreams.

Let me know what your thoughts are about providing a sensory experience in business - what do you do, or are planning to implement, to create that much discussed 'differential'.

Keep shining

Angi