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Singapore-based sensory brand
consultancy Equal Strategy will be exhibiting their unique
approach to environmental branding at Retail Solutions World at
Suntec Singapore from 9-11th April 2008.
The company, run by British sensory
branding guru Simon A. Faure-Field, has been at the forefront of
driving and building demand for these techniques in the retail
industry for the past several years.
Faure-Field advises retail companies on how to “scientifically”
introduce touch points such as music, fragrance and ambient
lighting into retail environments such as shops, stores, banks,
car dealerships and airports. His company, which is the only one
of its kind in Asia to effectively integrate the different sensory
elements, is used by Mercedes-Benz, Courts, OCBC Bank, DBS Bank,
and a multitude of hotel chains across Asia.
In a recent interview Faure-Field gave to Sky Radio Network, which
provides radio programming to some of the largest airlines in the
world, including United, American, Delta, Northwest, US Airways
and America West, Faure-Field made the following observations.
“We use a scientific and systematic
approach to combining the two. As humans we’re affected by the
appeal of our surroundings and our surroundings influence our
behaviour.” Low tempo music used in supermarkets, explained Faure-Field,
had the effect of increasing sales by 38%. Meanwhile, according to
a study by Nike, the subtle fragrancing of their trainers caused
customers to want to spend $10-15 more on the fragranced (as
opposed to the non-fragranced) product.
Said Faure-Field, “The use of
fragrancing really started off in the hospitality industry with
such chains as Westin diffusing signature fragrances in their
lobby areas to create a sensory association in the minds of their
visitors and guests. Music was also standardised to create a
consistent experience in all the properties’ different lobbies
around the world.
At Retail Solutions World 2008, visitors to Equal Strategy’s booth
(number ??) will be able to experience a wide variety of
fragrances that can be introduced into the retail environment.
They range from high arousal scents designed to get shoppers
“pumped up” to more low
arousal ones which have the opposite calming effect on customers.
Also, Faure-Field’s stand will be pumping out some
interesting ambient mood music and cool grooves of the kind which
go well in any retail environment to create the right ambience and
product/brand synergy.
“Retail Solutions World 2008 is a great platform
for us to communicate these exciting new sensory branding
techniques as applied to the retail industry. We’re really looking
forward to the show and hope to convert many interested visitors
to satisfied clients at the end of the three days,” said Faure-Field.
Equal Strategy will also be previewing its new
range of ambient lighting - Lumea™ - which provides Food &
Beverage businesses with a new, completely safe and clean
alternative to traditional candles and tea lights in restaurant
settings. This new line will be rolled out at Food and Hotel Asia
2008 later in the month. |
