Retailers reduce sensory stimuli to enhance consumer experience

Retailers are beginning to reduce sensory stimuli in physical stores to improve the consumer experience. While many stores have spent years adding music, lighting, fragrances, and interactive screens to attract customers, some brands are now testing a more subdued approach.

Sephora is piloting a ‘Quiet Hours’ program, which establishes specific times with reduced sensory input. During these periods, ambient music is turned off, visual stimuli on video walls are minimized, lighting is dimmed, and fragrances are not sprayed. This initiative aims to accommodate consumers who prefer or require a calmer environment.

Experts suggest the industry is shifting from a focus on intensity to a focus on adequacy. Rather than simply adding more elements, the goal is to determine which stimuli best support a customer's specific context and needs without creating excessive noise.