Go Ahead. Touch It.

Science Daily recently published an informative article regarding the power touch has in influencing a consumer to buy an item, as well as its impact on enhanced perceived value.
http://www.sciencedaily.com/releases/2009/01/090107134535.htm
Turns out, the study, conducted by researchers from Ohio State University and Illinois State University revealed the longer an item is held, the more likely it will be purchased. Even more interesting, the longer held, the greater the perceived value. Essentially, the longer the test subject held an item, the more emotionally attached they became to it.

We marketers often reference the power of smell, sight and sound in enhancing the buyer experience. What we don’t reference as often, is the importance of touch in influencing consumer behavior. Car dealers, for example know that if you get in the car and drive it, you are more likely to buy it. Textile suppliers routinely hang sample linens in the sheet department so consumers can touch and experience what an elevated thread count means to comfort. And who hasn’t seen that cuddly soft teddy bear being pried from a tight fisted (and screaming) toddler who couldn’t resist touching in the department store?

One of my favorite leasing techniques on a hot summer day was to take the client to the pool and encourage them to touch the water. “Go ahead, touch it, “ I would say, “It feels wonderful.” And they would. Then they would smile. That is always a good sign in sales.

Touch screens and touch panels, from the Iphone to interactive leasing kiosks are all the rage, and a testament to increased “touch power”. Make sure to incorporate some “touch opportunities” into your presentations. Encourage the client to open cupboards and drawers. If the carpet is new, or the padding supreme, take off your shoes and feel the impact. Watch your client closely – are they touching things? If they are, they may be buying.