It is no longer news that today, screens dominate our lives and online content competes for our attention, while brands face an uphill battle to capture and maintain consumers’ interest. This phenomenon is often referred to as digital overload. The constant stream of information and advertisements has conditioned consumers to filter out digital noise, posing a significant challenge for brands trying to stand out online.
However, emerging research in the field of neuroscience reveals that the sense of touch holds the key to unlocking consumer desire, recall, and spending.
Today, we will explore the impact of digital overload on brands’ online efforts, delve into the neuroscience of touch, and discover how brands can leverage tactile experiences to enhance their retail sales strategies.
The Challenge of Digital Overload
Digital overload is a pervasive issue in our hyperconnected world. With smartphones, tablets, and laptops at our fingertips, we are inundated with digital content on a daily basis. A study conducted by the Nielsen Norman Group found that the average time users spend on a web page is less than a minute. This limited attention span is partly due to the constant bombardment of online content, including social media feeds, email marketing, banner ads, and sponsored posts [Nielsen Norman Group, 2011]. As a result, consumers have developed “banner blindness” and the ability to scroll past irrelevant content without hesitation.
The sheer volume of digital information has led to shorter attention spans and a decreased willingness to engage with online advertisements. According to a survey by Adobe, 68% of consumers believe that digital ads are too invasive, and 54% find them overwhelming [Adobe, 2020]. Brands are faced with the challenge of finding innovative ways to capture and maintain consumers’ attention in a crowded digital landscape.
The Neuroscience of Touch
In the midst of digital noise, the science of touch emerges as a powerful tool for cutting through the clutter. Neuroscience has revealed that tactile experiences have a profound impact on our brains and emotions. A notable study published in the Journal of Consumer Psychology found that consumers who physically interacted with a product were more likely to perceive it as their own, resulting in a greater desire to make a purchase [Peck and Childers, 2003]. The Endowment Effect is a cognitive bias that suggests that people tend to assign a higher value to items they own or possess compared to identical items they do not own. In the context of marketing and consumer behaviour, this effect underscores the importance of allowing consumers to touch or physically interact with products to increase their attachment and desire to purchase.
Furthermore, tactile experiences have been shown to enhance the recall of information. When we touch something, our brains create stronger memory associations with that experience, making it more likely that we will remember it in the future. Brands can capitalise on this by creating memorable tactile engagements with their products.
Leveraging Tactile Experiences in Retail Sales
Now that we understand the science behind the sense of touch, let’s explore how brands can tap-into tactile experiences to enhance their retail sales strategies:
- In-Store Experiences
Physical retail stores have a unique advantage when it comes to offering tactile experiences. Brands can encourage customers to touch, feel, and try out their products. This not only enhances desire but also improves product recall. Additionally, sensory-rich store environments, such as music, scents, and interactive displays, can create a holistic experience that captivates shoppers.
- Packaging and Presentation
The packaging of a product can play a crucial role in creating a positive tactile experience. Premium materials, unique textures, and attention to detail can make a product stand out on the shelf and generate a desire to touch and explore further.
- Pop-Up Shops and Events
Brands can create immersive tactile experiences through pop-up shops and events. These temporary installations allow consumers to engage with products in a unique and memorable way. Eventbrite’s 2020 Event Marketing Report found that 95% of consumers believe that live events provide valuable opportunities to connect with brands [Eventbrite, 2020].
- Direct Interaction
Encouraging customers to interact directly with products through demonstrations, samples, and hands-on activities can enhance their tactile engagement. This approach is especially effective in industries like cosmetics, where customers appreciate the opportunity to touch and feel the products before purchase.
- Multi-Sensory Branding
To create a comprehensive sensory experience, consider engaging multiple senses simultaneously. Incorporating scents, sounds, and touch in your retail environment can make your brand more memorable and appealing.
The Impact of Print and Physical Communications
Printed materials and physical communications formats are not to be overlooked in the world of tactile marketing. Research has shown that these formats have a significant impact on consumer perceptions and responses. A study by Canada Post and TrueImpact Marketing found that direct mail requires 21% less cognitive effort to process than digital media, suggesting that it is easier for the brain to process and remember physical content [Canada Post, 2015]. When consumers receive a physical piece of communication, such as a personalised letter or a brochure, they engage with it differently than digital content, creating a deeper connection to the brand.
Conclusion
The significance of tactile experiences cannot be overstated in a digital era marked by constant digital overload. According to neuroscience, tactile experiences can shift perceptions, enhance desire, and drive purchasing decisions.
Brands that understand the value of tactile engagement are revisiting sensory-rich experiences to combat digital noise and sustain recall.
As a marketer or retailer, it is essential to recognise how tactile experiences can be incorporated into your strategies. Whether through in-store experiences, creative packaging, pop-up shops, direct interactions, or multi-sensory branding. Engaging the sense of touch can set your brand apart and create a lasting impression on consumers. In a world where digital overload is the norm, the tangible engagement of touch is a powerful tool that can boost retail sales and build lasting customer relationships.
How has tactile experiences influenced your buying decision recently?
Oluwafemi Adeniba is a Business Leader | Fractional CMO | Media Consultant & Esports Enthusiast
