You Can Buy But You Can’t Touch…

Allowing Customers to Experience Through Touch

You can buy but you can’t touch…

I recently took my daughter to buy school shoes and this was the vibe I was getting.  The space was poorly designed but what really sent me into a spin was the handwritten signs saying “Don’t Touch the Shoes This is Not a Suggestion” I was taken aback by the harsh tone.  I mean I’m willing to wait 45 Min to be helped but I can’t bask in the pleasures of smelling the leather up close or enjoy the feeling of each varying texture.

The importance of touch is often a forgotten sense when it comes to branding. So much focus is put on the visual display of products. But truth be told, touch is the mother of all senses. Our brains are wired to touch from birth until death in fact, it is the only sense that remains fully intact. Although touch was discouraged during the covid pandemic studies have shown that it led to a phenomenon known as touch deprivation which in turn has led to an  increase in depression and anxiety.

Capitalizing on Touch

Studies show “The Need to Touch ”varies amongst cultures and age brackets however more women express the need to touch than men.  If you own a space that serves primarily a female customer base, capitalizing on this need can help increase sales.  Touch is primarily used to confirm what we perceive through our vision.  For example if a customer sees a puffy inviting sweater they’ll immediately want to run their fingers through it.  I know I would, but if I’m met with a stiff interpretation of “Puffy”  I’m likely to leave it behind.  This is why brick and mortar stores will always have an upper hand over online markets.  

Crowded environments entice customers to touch more merchandise.  Thus my shoe store example. I couldn’t help myself; I was just itching to touch all the shoes regardless of the harsh signs or maybe because of the signs….  When you have 100+ options in varying colors, textures and styles our eyes will quickly  become overwhelmed; and we will revert back to our touch sense to help confirm our visual perception. But don’t worry this can work towards your benefit.

Creating an Emotional Connection through Touch

A study spanning 21 years of research  published by Proctor & Gamble revealed that customers who were able to touch merchandise were willing to pay more than those who hadn’t.  Why is that … it’s called The Endowment Effect. Once we touch an object our brain will immediately create an emotional connection. Sales are all about creating connections and this one easy way!  Apple stores are a prime example of a retail space that has capitalized on this phenomenon by encouraging shoppers to touch products and begin developing that overwhelming emotional attachment.

Different tactile sensations allow customers to feel different emotional reactions.  For example, a warm heating pad offered to customers led to an increase of 43% more financial investment. The warm object subconsciously suggests a warmer, safer and more trustworthy environment. A cup of warm coffee can improve customer moods and sales who would have known!  A stiff chair in one such experiment led to customers becoming hard negotiators. Leading them to offer 28% less than other customers seating in soft cushiony chairs. Want your customers to buy into your product or pricing have them “soften up” and get comfortable in your chairs.    

Familiarity in Touch

One last buy in before we go… impulse purchases. One study suggested that customers are more likely purchase items similar to those they are familiar holding.  Thus the increase in Kit Kat sales, which are remarkably similar in size and weight of our cell phones.  This study can come in handy for future design or branding of impulse purchase products like gum and other grab items. Something to keep in mind … or your back pocket.

Now back to my shoe store experience, where touch was forbidden like one of the 10 commandments! Touch is not all that bad… right?  I’d advise this store to hire staff simply to police the shelving unit … but in a pleasant manner. Let them be the first face customers see and train them to be pleasant offering to help customers when feeling or touching  ….so they do buy! 

Allowing your customers to fully engage in your retail experience will pay off and increase sales. Want to know how you can incorporate some of these touchy concepts in your space give us a call.