The hood above the pedestal plays the corresponding videos using a projector. Digitization takes place within the hood projection. It is part of this multisensory experience and obviously covers aspects of infotainment. In the case of the charcoal grill, charcoal is projected onto the hood via video. In addition, a soft rustling sound of burning charcoal is played in the background. To complete the multisensory experience, we add a gentle grilling aroma to the area. In the case of the gas grill display, customers see blue gas flames and hear the flickering sound of the flame in the background. The presentation of the electric grill proved to be the most difficult facet since these types of grills generally don’t make a sound and glowing heating elements are not suitable as an association. The best association with electrical components was achieved by projecting “electric flashes” as we know them from Tesla coils. It is the effect that intends to captivate the customer. Overall, there are only minimal differences when it comes to the different grill aromas. We coordinated the corresponding nuances with our client.
The point of the multisensory elements and digital presentation is to push the “I want it“ factor for the respective product even further. And indeed, there are studies that show decreasing customer price sensitivity when customers feel catered to and are comfortable in a setting. At that point, they are willing to spend more on a product.