Spring Fair 2025: Maximising the customer experience with the Ambience approach
We have worked with the Spring Fair team and select exhibitors to add Ambience to the Buyers’ Lounge experience, demonstrating how to use all the senses to deliver the desired emotional response from our customers, leading to greater value perception, and thereby, revenue, and loyalty. This multisensory approach provides all visitors to the show a space to recharge, network and learn.
Curated around the five senses, the Buyer’s Lounge will evoke the senses through:
Taste: from good coffee to regular meet-the-maker tasting sessions, there will be something to tempt your tastebuds throughout the show.
Touch: throughout the Buyers’ Lounge, complimentary textures and touchpoints will be used to elevate the space and, through examples, you will learn to use touch to maximise buying behaviours.
Sound: through a partnership with Steepletone, the Buyers’ Lounge will demonstrate the emotional response created by use of the right music, at the right level for your customers.
Smell: in collaboration with fragrance experts Quintessence Fragrances and design partners Sebnini, Spring Fair has launched its own signature fragrance. “Inspired by the rising trend of experiential retail, it’s a scent we hope feels like coming home. A blend of fresh beginnings and comforting traditions that bridges the gap between past and present. Head to the Buyers’ Lounge to experience Heritage 75 for yourself.” The fragrance will powerfully anchor visitors in the Ambience of the Show.
Sight: the layout of the Lounge, the impactful design and the curation of its features will convey the importance of clear information and orientation as part of any visitor experience from first impressions to onward experience.
Book your Ambience Clinic session
We are offering 1:1 appointments with our team of retail experts to explore ways to maximise revenue from your customer experience. Ambience Clinics are available for all buyers and exhibitors, and you will come away with immediate actions to implement that will boost productivity and enhance your return on investment.
Ambience Clinics represent a vital, no obligation, addition to the in-person show experience and is a fast, effective, and pragmatic route for all businesses to tap into a deep well of relevant experience and expertise, delivered with sympathy and objectivity. Experts on hand include:
Stephen Spencer: Ambience Director
John Barford: Commercial Change Agent
Dean Ford: Design Guru
Mhairi Holland: Product Development Dynamo
Catrina Hicks: Commercial Retail Mastermind
Danny McLean-Low: Revenue Driver
Louise Christie: Storyteller + Marketing Specialist
Book your appointment here on the Spring Fair website.
And don’t miss…
In celebration of Spring Fair's 75th anniversary, Jeff Banks talks with retail expert Stephen Spencer about the future of retail. Discover how to create value-driven experiences, blend online and in-person shopping, and embrace sustainability to engage customers and elevate brands.
Listen in to hear how Stephen’s team reimagines retail spaces, builds authentic connections through storytelling, and helps businesses turn creativity into impactful customer experiences. A must-listen for retail innovators!