New Balance Stores

The equality of the main Asian branding consultancy environment "Strategy has New Balance project a total sensory experience with a retro '50 's and 60's look and feel in his first World Championships New Experience Balance store historic Qianmen Avenue in Beijing.

The store, the first New Balance store experience a„c, showcases the heritage of secular society on two floors in the middle of framed photographs of record, the new balance of vintage advertisements and accessories brand as far back as 1910.

A ribbon of DNA that extends from the first floor entrance to the second floor takes the consumer through a chronological journey documenting the rich history of the brand, present and future. The detail in the overall design of the store is also supplemented by audio, visual and olfactory experiences throughout the store, including unique natural scent, woody notes with a touch of leather, reminiscent of the odor store shoes from the mid-20th century.

What's New Balance sound and smell? To create the right atmosphere for the brand product highlights, equality strategy Sensory Marketing Guru Simon Faure immediately established a woody scent coupled 1950-style "bebop" music. Customers can "bop while they shop" for the sounds provided by Bill Haley and the Comets, Little Richard, Fats Domino, The Everly Brothers and Jerry Lee Lewis.

In addition, equal Strategy messaging programmed in-store leads customers to check goods store on the second floor and highlighted several times in New Balance Performance DNA single concept. Scientific research has revealed that 40% of consumers who listen to store audio messages are influenced in their purchasing decisions.

Faure-Field says, "This kind of sensory branding is quickly becoming the new world of retailing. It is no longer enough simply to present or deliver your products or services in a context strongly visual the brand needs to connect and interact with all five senses of the customer to create resonance and retain long term. "

Faure-Field should know. It was the installation of music systems and advanced spraying perfume in detail and home environments across Asia Pacific for the last decade. Brand names such as Pan Pacific, Starwood, Raffles, Mercedes Benz and Changi Airport have all used his expertise to help brands to form an emotional bond with their clients based on principles that are fun mainly focused behavior / painful stimulus-response.

According to the equality of the strategy, scientific studies found the sense of smell is the only sense directly connected to the brain "center for memory and emotions. Over 80% of customer decisions are influenced by what we smell! Scientific studies in the olfactory United States revealed that the shoes of the training that had been lightly scented with a barely noticeable scent, has sold more pairs and a higher premium trainers unscented.

'I have often wondered if what I'm doing is ethical and my response is to ask whether the creation of a pleasant, unforgettable experience that customers are willing to rehearse on a regular basis is an ethical company and the response is "of course it's ethical, and also desirable in a retail environment. Shoppers find the environments we create for them a pleasant and attractive and this is reflected by good business practices when customers move to repeat their business with this brand over time, "said Faure-Field.

Faure-Field added that the New Balance Store Experience in Beijing poses its own problems and challenges. "How to achieve a sensory level to customers that these ideas of" sensory brand image, "are completely and totally new? Well, we were naturally facilitated by the fact that consumers are in Beijing.