Remember the magic of window shopping? A walk down the street was a feast for the senses. Marketers back then had just seven seconds to grab your attention—seven seconds to pull you from the sidewalk into the store. Those seven seconds had to be dazzling, inviting, and convincing. In retail, every second and every square inch mattered. That’s why we saw ingenious strategies like strategically placed products in checkout lines, enticing you to add just one more item to your basket while you waited. Back then, we measured foot traffic with clickers or sensors—primitive compared to today’s heatmaps—but we understood one thing deeply: consumers are emotional, not just logical. They buy with their hearts as much as their wallets.
Now, fast forward to the digital realm. The storefronts are gone, but the psychology remains. Instead of enticing displays in a shop window, we have captivating web designs, pop-ups, and perfectly timed calls-to-action. Instead of standing in line at the register, we wait for “site access” on Black Friday, watching countdown timers tick away. The game has evolved, but the dopamine rush is the same. The question is: How do we, as marketers, recreate that same sense of urgency, delight, and trust in the digital space?
This brings me to Martin Lindstrom’s book, Brandwashed. Lindstrom reminds us that marketing has always been about immersing people in a sensory experience—even from the earliest stages of life. Relates a fascinating example of a coffee brand that placed its machines in maternity wards and, alongside them, offered coffee-flavored candies to expectant mothers in waiting rooms. The idea was simple yet powerful: by exposing pregnant women to the taste and aroma of coffee, they created an emotional and sensory connection during a crucial moment in their lives. Years later, surveys revealed that the favorite candy of many children born to these mothers was precisely this coffee brand, which led the mothers to purchase it regularly. This effect not only created a subconscious affinity in the children but also influenced the purchasing power of the parents, establishing a cycle of loyalty to the brand. This type of strategy demonstrates how an apparently insignificant experience can leave a lasting imprint on the minds and senses of consumers. I will delve deeper into these types of topics in future articles.
Another instance involved malls pumping baby powder scent into the air, creating a safe and comforting association for pregnant women. Years later, those same mothers instinctively returned to the mall with their crying babies, who would calm down in the familiar-smelling space. Coincidence? Hardly.
This concept isn’t just about Emotional Conditioning —it’s about strategically creating comfort in the unfamiliar. And that’s the golden thread that links brick-and-mortar marketing with today’s digital strategies. Think about it: when a consumer enters a physical store, they hand their credit card to a cashier because the environment feels safe. In the online world, we achieve the same psychological safety with SSL certificates, user-friendly interfaces, trustworthy reviews, and seamless checkout flows.
But here’s where it gets interesting. Online, we don’t have the tactile experience of walking into a cozy, scented store. So, we build digital “safe zones.” We give users clear navigation, flawless SEO, and personalized experiences to let them feel grounded. We create moments of micro-comfort: a website that loads quickly, a payment page that feels secure, and even a chatbot that sounds just human enough to feel helpful but not invasive.
As a psychologist and marketer, I often think about this blend of trust and novelty. Shopping, whether online or offline, is an emotional journey. It’s about curiosity, comfort, and the thrill of discovery. When a site mirrors that same sense of exploration—while also making the user feel safe enough to hand over their credit card information—it’s marketing gold.
So, where does that leave us? Back in the day, window displays had to stop you in your tracks. Today, it’s about catching your eye with the right thumbnail, headline, or offer. Back then, checkout lines were designed to tempt you. Now, the “add to cart” button and upsell pop-ups do the job. The tools may have changed, but the psychology hasn’t.
As marketers in this digital age, our job is to do more than sell. We’re not just designing websites; we’re designing experiences. We’re not just optimizing for SEO; we’re optimizing for dopamine. We’re creating safe spaces where consumers can click, explore, and trust—spaces that feel as familiar and inviting as that old baby powder-scented mall.
Because at the end of the day, marketing isn’t about manipulation—it’s about connection. And that’s a timeless principle, whether it’s happening in a brick-and-mortar store or on a mobile screen.
