FIND THE FACTS

Studies Show...

Studies show that high sensory environments increase annoyance, irritability, and anxiety, even for people who are agreeable and extraverted. That means it still affects those who don’t really mind the stimuli. (Williams & Short, 2022)

The World Health Organisation even correlates and attributes national poor health, poor wellbeing and mortality rates to noise pollution.

Sensory Impacts on Your Clients 

A high sensory retail environment filled with loud music, flashing digital screens, strong scents, and crowded layouts can overwhelm customers and shorten the amount of time they are willing to stay in a store. Research in consumer psychology shows that when shoppers experience sensory overload, their brains shift from exploratory behavior to stress management, making them more likely to leave without making a purchase. For example, while brands like Abercrombie & Fitch once used heavy fragrance and loud music as part of their brand identity, many customers reported feeling uncomfortable or rushed, which can reduce browsing time and impulse buying. When shoppers feel overstimulated, they often focus on escaping the environment rather than evaluating products, directly limiting potential sales opportunities.

Additionally, high sensory environments can unintentionally exclude key customer segments, such as older adults, parents with young children, or individuals with sensory sensitivities. Retailers like Target and Walmart have experimented with “quiet hours” to create more inclusive shopping experiences, recognizing that a calmer atmosphere can improve comfort and spending behavior – but do you really wish to make your shoppers feel like they are the odd one out and need special treatment? Should they have to take time off work just to participate in quiet hour? – We find this extremely problematic.

When customers feel relaxed and in control, they are more likely to browse longer, engage with staff, and make thoughtful purchases. In contrast, excessive stimulation can create cognitive fatigue, impair decision-making, and ultimately drive shoppers toward competitors that offer a more balanced and comfortable environment.

How can Sound Effect help?

We offer a consultancy service to help you understand your business from the client perspective. We have:

 Unique insights as trained sensory professionals 

 Years of experience working in populations with high sensitivity

 Personal experience with high sensitivity

 Understanding of the sensory components of the human brain, including how stimuli affect us physiologically.

We can give you and your staff a better understanding of how certain environments affect certain customers – and sometimes, those customers are a major untapped resource.