Themed decor and a good sensory experience can be determining factors in a purchase. This is shown by a survey conducted by PiniOn, a market research firm specializing in competitive and behavioral data.
According to the survey, more than half of Brazilians, or 50.9% of respondents, consider the ambiance at the point of sale (POS) the main factor in encouraging purchases. It surpasses, for example, the influence of advertisements and marketing.
Visual, musical, and even olfactory elements can transform the shopping space into a sensory experience, activating affective memories and increasing the emotional connection with products.
“The ambiance at the POS is essential. More than a commercial strategy, it triggers memories, feelings, and reinforces the connection with the consumer’s culture and habits,” explains Talita Castro, CEO of PiniOn.
Seasonal decorations and their impact on purchases
PiniOn’s research shows how seasonal holidays, such as Christmas, Father’s Day, and Children’s Day, enhance this effect on purchasing. Another example is the June festivities, when flags, traditional music, and the aromas of traditional foods make store environments more engaging.
This type of activation is especially relevant on dates involving celebration and tradition, but it can also be used throughout the year to generate engagement and differentiation in retail. The research reinforces that, when well-executed, POS decorations go beyond mere aesthetics and become a strategic tool for converting purchases and building customer loyalty.
Instagram as an e-commerce showcase
When it comes to online retail, social media has gone beyond its primary purpose. According to research by the e-commerce platform Nuvemshop, small and medium-sized e-commerce businesses in Brazil use social media as a product showcase and their primary channel for connecting with consumers. Often, it’s also where purchases are made.
According to NuvemCommerce data, 97% of retailers in this market are active on at least one digital platform, and 50% use them as a direct sales platform. Instagram is the most used platform for creating content and promoting their brand (95%).
Following Instagram is WhatsApp, with channels for broadcasting discounts and news, and Facebook, which remains relevant due to its large-reach advertising platform and high audience engagement with business accounts. Both platforms are used by 59% of entrepreneurs.
Image: Freepik
*This text was translated by AI
