Sensory marketing in optical stores: an under-exploited lever?

In a sector where customer experience plays a central role, sensory marketing remains a tool that is still underused in optical stores. However, the activation of the senses – sight, hearing, smell, touch – significantly influences consumer perception and behavior. How can opticians use these levers to improve their customer relations and stand out from the competition?

The impact of sensory marketing on customer experience

The visual environment of an optical store is a determining element in the shopping experience. A harmonious layout, well-calibrated lighting and carefully selected colours influence the perception of products and the feeling of comfort. For example, the use of warm and indirect lighting can make the space more welcoming, while well-thought-out contrasts can highlight certain eyewear collections.

Smell also plays a subtle but powerful role. Some brands, such as Grand Optical, have started using specific fragrances to create a reassuring and elegant atmosphere. Applying an olfactory signature, a technique already adopted by the luxury sector, would allow optical stores to strengthen their brand identity and improve the customer experience.

Sound, touch and perception of products in stores

The sound environment is another essential factor of sensory marketing that can be used in an optical store. Background music that is adapted to the positioning of the store can influence the emotional state of the customer. Studies have shown that a soft and regular background sound encourages visitors to extend their stay in the store, thus increasing the chances of conversion.

Touch is also fundamental in the choice of frames. Offering wooden, velvet or leather displays to display glasses reinforces the perception of quality and exclusivity of the models . Some high-end stores, like the Alain Mikli boutiques, rely on noble materials and a refined presentation to enhance their collections. Another approach is to integrate interactive technologies such as touch screens allowing customers to virtually try on different frames.

Towards a multi-sensory and immersive experience

The future of sensory marketing in optical stores could be based on a combination of multiple stimuli to offer a truly immersive experience. For example, some innovative brands are exploring the integration of augmented reality to enrich the customer journey. Applications like FittingBox allow users to try on glasses virtually while benefiting from physical support in store.

Other initiatives, such as the integration of a lounge area with comfortable seating and complimentary drinks, transform the act of purchasing into a pleasant and memorable experience . Independent opticians also rely on in-store events , with demonstrations of know-how or meetings with frame designers, to create an emotional attachment with their customers.

Sensory marketing represents an opportunity that is still underexploited by optical stores . By integrating visual, olfactory, sound and tactile elements, brands can strengthen their brand identity, extend the duration of customers' visits and improve their overall experience. The optician no longer just sells glasses; he becomes a creator of atmosphere, a sensory guide and a key player in loyalty. As digitalization disrupts the sector, investing in emotion and sensations in store could well be a strategic asset for differentiation.