Can you provide a quotation by Underhill regarding clustering and customer being overwhelmed

Retailers might face several challenges when trying to market to all five senses. Firstly, creating a balance between all senses can be difficult as overstimulation of one sense might overshadow others. Secondly, cultural differences can play a role in how sensory marketing is perceived. What appeals to one demographic might not appeal to another. Lastly, cost can be a challenge as sensory marketing strategies often require significant investment. Retailers can overcome these challenges by conducting thorough market research to understand their target audience's preferences, testing different strategies to find the most effective balance, and investing wisely in strategies that provide the best return on investment.

A startup retail business can apply the concepts of appealing to the five senses for growth by creating an immersive shopping experience. This can be achieved by:

1. Visual appeal: Use attractive displays, good lighting, and appealing colors.

2. Auditory appeal: Play soothing or energizing music depending on your target audience.

3. Olfactory appeal: Use pleasant scents. For example, a bakery can use the smell of fresh bread to attract customers.

4. Tactile appeal: Allow customers to touch and feel the products. This can be especially effective in clothing or furniture stores.

5. Taste: If applicable, offer samples of your products.

Additionally, minimize negative experiences like long waiting times by using distractions or efficient service.

The book 'Why We Buy' has significantly influenced the marketing strategies of retailers by providing them with insights into customer behaviors. It has taught retailers to focus on the overall store environment and how customers perceive it. The book emphasizes the importance of appealing to as many senses as possible for more sales, such as using the smell of fresh baked bread to sell more bread. It also highlights the impact of waiting in line on the shopping experience and suggests using distractions to make it easier. These practical approaches have helped retailers to effectively market to all five senses.