How can sensory marketing help you sell more toys?

You may not have heard of sensory marketing, but it’s not a new concept. Some of the most successful brands have been using it to great effect for years.

Sensory marketing is quite simply appealing to your customers' five physical senses. The goal is to create an engaging and memorable experience on an emotional level. It can even be used to create a unique brand experience.

For example, did you know that Starbucks have their own signature scent to create that distinctive Starbucks coffee shop smell?

Toy stores (or departments) lend themselves well to creating sensory experiences. Let’s look at some of the top strategies you might consider using to help boost sales. You don’t need a big store to see results from these tactics!

1. Eye candy

Toy shops are like traditional sweet shops - visitors want the romanticized experience of many colourful products in visually appealing displays.

It’s been shown that colour affects our mood and energy levels, assists learning and impacts consumer behaviour. Research has found that 85% of purchases are made based on colour, and 66% of buyers won’t purchase an item unless it is in their favourite colour!

Multiple studies show that red energizes the nervous system and slightly increases heart rate, while blue has a calming effect and is associated with reliability. Too much white is boring or even anxiety-inducing. Red is considered best for encouraging impulse buys, evoking a feeling of urgency or action-taking. In addition, a retail store using warm-coloured decor was ranked more friendly and relaxed by 51% of people surveyed, and also positively impacted perception of quality.

Plan the use of colour throughout your store with a selection of stands, displays and signage that will provide a colourful treat for the eyes. Bunting, coloured lighting, moving display products, carpeting and painted walls are all additional ways you could boost visual appeal.

Keycraft’s colourful range of wholesales toys, packaging and complimentary display stands are ideal for adding a variety of colours, enhancing brand appeal and quality perception. We can also help you with store signage!

2. Touch sensations

In-store shopping still accounts for 85% of US retail sales, even since the Covid pandemic. That’s because people want to physically see and touch products, and will purchase more products when they can physically pick them up.

Put toys within reach of the person likely to be attracted to them. Parents are more likely to buy baby-aged toys and educational or vintage toys. Children may be more drawn to pocket money toys, fidget toys, familiar characters from TV or movies, and novelty value.

If you want to encourage sales of toys that are boxed, especially pricier toys, consider having one product unboxed and available to play with. Kids are much more likely to pester their parents to buy toys that they can touch.

Keycraft has a wide range of wholesale toys in the pocket money and fidget & sensory range that work particularly well for this. These colourful toys are easy and tempting to pick up!

3. Auditory delights

Did you know that leading high-street brands carefully select the right in-store music to appeal to their target customers and increase sales?

Could you introduce a store soundtrack that creates a more appealing atmosphere to linger in? It might be popular kids' songs, movie soundtracks, or complementary music for your seasonal and themed displays.

Keep it positive, and not too loud. Children (and parents) with autism or ADHD may become overstimulated if music is loud or very energetic. Slower music feels more relaxing for customers, keeping children calm and subconsciously influencing parents to take their time browsing, resulting in more sales!

Musical toys, or toys that generate sounds such as our addictive Pop Its, adds further sensory appeal for kids.

4. Scrumptious scents & tastes

The senses of smell and taste are closely linked. Pleasant smells and tastes can influence shoppers to buy more products.

How does your store smell? Is it inviting customers in? Ensure that there are no sources of bad odour, and consider using plug-in air fresheners with simple aromas to create a pleasant but subtle scent. For example, the smell of cupcakes could work well.

If resources allow, include a product stand for edibles such as sweets, popcorn, healthy treats or drinks. Kids often need refreshments while shopping. Retro treats like slushies or candy floss can provide additional appeal.

A final note - make sure your store is kept clean and products are in pristine condition. A clean environment with neat presentation will always provide a more positive sensory experience!