A new study suggests that the scent of vanilla, warm amber lighting, and a carefully chosen playlist could be key to saving the UK high street amidst ongoing closures. The research, conducted by Faire and surveying 2,000 shoppers, found that the right atmosphere would persuade the average person to spend an extra £1,100 a year and encourage them to stay in shops longer than intended.
Shoppers' preferences
Four in five respondents said they can immediately tell when a shopkeeper has put genuine thought into the store's atmosphere. Almost nine in ten shoppers said they would stay longer than planned, and nearly three-quarters admitted they would spend more than intended.
The study also identified scents that encourage Brits to stay in shops, with vanilla topping the list, followed by fresh linen and clean cotton. Citrus, floral fragrances, woody scents such as sandalwood or oud, and coffee also proved popular.
Music and deterrents
Music plays an important part in customer behaviour, with pop music most likely to encourage browsing, along with R&B and 1990s and 2000s throwback songs. However, more than half of respondents cited loud music as the biggest turn-off, followed by pushy staff, overpowering smells, and cluttered or messy shelving.
According to Faire's study, the elements that create the perfect shop include: clean and tidy (58%), easy to navigate layout (52%), good lighting (50%), staff who are not pushy (46%), attractive window display (43%), reusable carrier bags (24%), vinyl records playing behind the counter (23%), and candles on tables (22%).
Shopper and expert opinions
Retired architect Jinny Keatinge, 67, said: 'For me, it is all about how the shop looks, and the most infuriating thing is when shops don’t have any prices on the products. That would put me off buying anything because you are afraid of how much it is going to cost and you don’t want to ask. It’s also about the staff and not being pestered. Just a simple hello is enough. I don’t want to feel like I’m being followed around or pressured into buying something.'
Creative producer Aurelia Lorimer, 26, believes atmosphere is about authenticity rather than perfection, saying: 'I love unique stores and vintage stores. I know the smell of vintage stores is a bit musky, but I do love it, and it adds character to the shop. I like shops that are well curated but at the same time look like they have a lot of clutter. The layout and how clothes are displayed is what catches my eye and makes me want to buy something. I also hate shops that have painful music playing constantly. It has to have a good balance, calm but with some character.'
Lawyer Jennifer Cadet, 39, said having knowledgeable staff is every bit as important as attractive surroundings. She said: 'I love little independent stores and love it when it feels like you are buying something local and something that nobody else has. I like being able to have a conversation with the people in the store when they are really knowledgeable about what they have in stock.'
Customer experience expert Stephen Spencer said sensory experiences influence how people perceive value, explaining that 'it’s not rocket science, it’s neuroscience. Smells, sounds and all the senses trigger emotions. If they’re the right emotions for the moment, they give people a higher perception of value. They make people feel more relaxed about spending more money and encourage them to stay longer.'
High street closures
Over the last few years, the UK high street has been hit with an onslaught of shop and restaurant closures due to dwindling foot traffic and sales. Just this week, gambling giant Betfred confirmed that it would be closing 132 stores and cutting 600 jobs due to 'economic uncertainty'. Since the beginning of the year, Morrisons confirmed the closure of dozens of its Daily convenience stores, the British Heart Foundation announced the closure of 87 shops with plans to shut more, and Quiz closed all of its shops across the UK. Restaurants have also been affected, with Beefeater and Brewers Fayre closing 200 locations in September, and Franco Manca and The Real Greek shutting several branches.
