Paper – Sensory Marketing

English Paper Julien BECQUEVORT BAC 3 Intermediate 1 2011-2012 English Paper Julien BECQUEVORT BAC 3 Intermediate 1 2011-2012 The centripetal market The stunning merchandising Table of contents Introduction2 Sensory merchandise2 Visual merchandising4 operose merchandise5 Olfactory merchandising6 Gustatory market7 Tactile trade8 Personal opinion9 Conclusion10 Bibliography12 Introduction Even if integritydoes non realize,receptive marketis ubiquitous inmerchandising campaigns andit may rationalisemost of ourpurchasing decisions. The soothing ambienceof a chime in, idyllic odordiff apply, enticeive colors, displace work out the clients decision.Sensory marketing potentiometer be defined as amarketing proficiency thatseeksone orto a greater extent of the fiverr smell outs of the consumer. Its aim is to get in guestsby increasingtheir welfarein order to positively influencetheir mienvis-a-vis a crossing or apoint of deal. To approach sensorial marketing, I decide d to begin by a short description of the topic. After, I testament talk about the five fictitious characters of afferent marketing optic, die, olfactory, gustatory and interrupt. To finish, I testament expose you my ad hominem opinion about the subject. Sensory marketingCompared with traditional marketing, the sensory marketing focuses much on the five senses sight, auditory modality, taste perception, smell and touch. The sensory marketing creates around the product a multisensory glory that boosts their attractiveness. According to specialists, the use of the five senses in a marketing campaign would each(prenominal)ow companies to increase their gross revenue by arousing customers emotions. Nowadays, with the growth of the supply for a product, it is real(prenominal) chief(prenominal) for a company to specify itself from its competitors. We notice that more than(prenominal) than and more companies use the sensory marketing to do it.Despite the fact that Kot ler stressed already in 1973 the grandness of the atmosphere in a store, the sensory marketing has plainly actually developed until the 2000s. It is still a young aspect of the marketing strategies. alone today, more and more marketing specialists attach importance to the sensory marketing because it is a great success. This success female genitalia be explained in both ways. On the one hand, sensory perception brings a comfortable feeling, a sense of reality that the consumer looks for because of the development of virtual in our society.On the other hand, the consumer looks for a sensorial experience with all senses and especially with a back to the nature in a context of increasing urbanization. But some specialists hypothecate it is unethical to bring in with battalions feeling and emotions in a mer green goddesstile aim. In fact, the sensory marketing can be utilise in an abusive way, trying to manipulate the customer. However, it is not standardised neuromarketing that is only unethical. This type of marketing consists in a study of the mechanisms of the brain when it gulls commercialised stimuli.Professionals of marketing can change their advertising campaigns based on the results of the study. Its difficult for consumers to not buy the product with this type of marketing. But concerning sensory marketing, if the consumer has been once fooled on a product because of a sensory marketing, he will not be fooled a second period. Todays marketing would be a marketing based on the five senses at the same time. That is called polysensorality by the marketers. However, its very difficult to coterie up for most of products. Now, I will give you some cover casings in order to better control what the sensory marketing is.It would be interesting to diffuse a smell of hot deep brown in a chocolate department. This strategy, combined with an attractive visual aspect of the product, will guide the consumer towards the product. Moreover, tasting s in stores can as well as increase the gross sales of the product. The consumer can be aware of the products quality, smell, texture, etc. Nature et Decouvertes is a pioneer among the sensory marketers. When we are in the store, all our senses are stimulated. For example, all the products are exposed and we can touch and test everyone. It is really socialize for the clients.Concerning the smell, olfactory propertys of essential oils are spread in the shop, and even outside of it. It makes the passers necessitate to enter the store. Moreover, we can hear a relaxing medical specialty. People a great deal buy a CD and essential oils to recreate this relaxing atmosphere at home. Nature et Decouvertes has well understood that the sensory marketing can increase procures but similarly enhance the image of this mail. Visual marketing The visual marketing is used by the professionals of marketing since a hole of years. The beauty and the design deliver always been very of impor t in the marketing.People are always looking for aesthetic. Colours and forms, departments ar positionments of a shop are important factors for the products success. It influences the consumers and triggers aflame reactions that be reach a business office in the purchase decision. The sight is the most highlighted sense in a marketing campaign. The client has his first impression of a product, whatever it is, by the sight. Visual aspects are essential and sellers try to attract pile thanks to the sight. For example, in an automobile showroom, everything is studied.The lighting, the colours and the positions of the cars can influence people who look for aestheticism. But the visual marketing has also evolved with hot technologies. Nowadays, beautiful pictures are broadcasted on LCD or LED tops. In travel agencies, pictures of withe sand and blue seas scrolled on a screen and invite to evasion. People are more standardizedly to push the entrance to enter the agency. orchard ap ple tree has also developed a strong visual marketing for its products. We can found the iPod, the MP3 players of Apple, in a wide range of colours.Before, the iMac was also available in distinguishable colours and the product was vapourish in order to make the machine more pleasant. All the products of Apple are design and beautiful. Apple is specialized in the visual marketing because the brand has understood that the customer will choose more good a product which is beautiful. Sound marketing The sound marketing is a recent side of the sensory marketing. Marketers buzz off now understood that hearing is primordial in a communication campaign. The sound marketing mustiness represent the brand and the product.Its really important for a brand to stick out a specific music, a jingle or a voice which can allow people to identify the brand in question. Uncle Bens, U and Leclerc are linked to a specific voice that differentiates themselves from competitors. These voices play a rol e of jingle and the auditors recognize immediately the brand. Music is also used in stores and shops to sell a product. But its recent. diametrical studies hit proven that music influence the perception of time and the customers nonplus longer and more easily in a store which turn music is played.According to these studies, a soft music, like classical music, encourages to stroll and relaxes the customers. The crabbed sound of a product is also used by producers hoping to differentiate it. For example, in the world of household electrical appliances, the sound of the buttons is different depending on the brand. But the most striking example is the engines sound of a Harley Davidson. No engine makes a noise similar to a Harley Davidson. This is one of the biggest selling points of the brand and it was studied during a long time by mechanics. Please, follow this link ttp//www. youtube. com/watch? v=31GBuRHxsDo&feature=fvwp&NR=1 Olfactory marketing Since more or less two decades, marketers have discovered that odour in an advertising campaign has a spate of influence on the purchase decisions of the customer. Before the 90s, this sense was wholly put aside. It was very difficult to implement the olfactory marketing because the technologies did not permit it. Since few years, marketers have understood that the power of odours is something that they should not excuse as the olfactory memory is the most powerful.The olfactory marketing is very important to highlight a product or a brand. When we base on balls on the street, we can smell delicious odours coming from a restaurant, a bakery or store which sells coffee. All these odours attract the customers and trigger an emotional process that lost any sense of time. Customers like to go to shops and store where it smells good. Its normal. Some brands like Nature et Decouvertes and Sephora have succeeded in attract the customer and the passers with odour. But olfactory marketing is not limited only to odours i n shops and stores, it cans also be found within the products.For example, its important that a cosmetic cream smells good. In order to differentiate their products from the others, its essential for a company to use different flavours. Its the same for cleaning products. A lot of brands like Mr Propre, Carolin or Dreft use different scents for their cleaning products. These products do not only evoke cleanliness but also evoke evasion and pleasure thanks to the odours. A third example is the 3M company who has commercialized flavoured strawberry post its. The target of this marketings type is essentially teenagers and especially young girls.However, olfactory marketing goes raise and an odour diffuser, the SmellBox, was created to diffuse fragrances in a shop or a store. This box is connected to a computer and diffuses odours that are linked with the broadcasted pictures on the screen. Today, it is the most advanced application of the olfactory marketing. Gustatory marketing With this type of marketing, there are two possibilities either the consumer likes the product either he doesnt like and doesnt buy it. Taste marketing is often used in supermarkets where different brand representatives propose to taste advanced products.Clients appreciate this practice because they can judge the product for free. And this technique increases sales because people buy it after having tasted it so they dont reappearance a risk and know that they like it. Obviously, this marketing is usually used for food products. But there are some exceptions. Indeed, gustatorial marketing can be a good way to promote a product. For example, a jewelry demonstration accompanied by a chocolate fondue. Or we can also find candies in some stores. Moreover, gustative marketing is essential for toothpastes brands too.Today, the geld is traveling and people like untried flavors of the world. There is a strong growth in sales of exotic spices and especially from Asia, very crusadey at the moment. So, food industries have their gustative laboratories in order to taste new relishes depending on the trend and desires of consumers. Thus, this signifier of marketing is not easy because we always have to adapt to the new flavors appreciated by people. So, there are gustatory trends that we have to follow all the time to satisfy customers. Tactile marketing This manner of marketing uses the touch to optimize sales of a product.This sense has more and more importance in communication campaigns, and professionals know it. Indeed, consumers need to touch the product in order to have a precise base of its quality. For example, at the supermarket, customers like palpating fruits and vegetables and they gauge that they can evaluate their quality in this way. In fact, the touch creates a familiarity with the product. So, tactile marketing has a great power and sellers have to use it in order to enhance sales. Moreover, people prefer going to a store which proposes to touch pr oducts, so this sort of marketing increase the number of clients.Thats why more and more enterprises look for textures appreciated by consumers. Today, for example, the trend is cashmere. Indeed, this textile inspires sweetness, comfort, protection, etc. As the touch refers to the qualities and functions of the product, the choice of the material and the form is essential. More the texture is successful, more consumers will indirect request to buy it. We can well see this phenomenon in bedding store where people always lie on mattresses. Clients want to test the thickness and comfort, and prices become even less important. Food industries have also understood the advantages of this marketing.Children and teenagers like the combination of different textures as c draw inchy and sweet. For example, Danette created a new product to satisfy consumers liquid chocolate accompanied by crunchy balls. We can also find chewing-gum crisps outside and liquids inside. Tactile marketing can also be applied for a service. Indeed, a hotel will be judged on the softness of the sheets, the thickness of the towels, pillows quality, etc. If the client appreciates all of these things, he will have a good image of the hotel. So, the touch is a factor essential for products success. Personal opinionI have chosen this topic because I am really interested in the marketing sciences. I think that it is very important for a firm or a company to deeply understand how behave customers when they receive commercial stimuli. Otherwise, I would choose as master options marketing and managements services. I hope that I will learn even more with the lecture of consumers behaviour. During my studies in management, we have seen lots of strategies and techniques to attract the customer to a product or service, but I think that the sensory marketing is the most interesting and is really booming.We can see more and more strategies of sensory marketing today. I think for example at the cover of the jams jars of Bonne Maman brand. The cover is squared with blue and smock or red and white. Moreover, the writing on the label looks like handwriting. It really reminds jams of long ago. Another example is the development of the free distribution of new products in the street. When we walk on the street, we can see huge cars crowing for example chocolate, cans of Coca-Cola, This is linked with gustatory marketing. Just yesterday, I went to a re-create centre and the merchant had put an essential oil diffuser in the store.It was really nice to photo double sheets in this atmosphere. Even if a copy centre does not need to use sensory marketing in order to attract customers, I think that it is a good curtain raising and it works. I will go back there to make photocopies. I think that more and more brand and retailers must use the sensory marketing. The customers asks for it, it is more sympathetic that our senses are requested when we do shopping or when we see an advertising. More over, studies and surveys have proved that the sensory marketing really influences the purchase decisions.It has to be developed by all the brands, if it is possible obviously. During the lectures of market enquiry, we have seen lots of studies that showed that the marketing sensory has a lot of influence on consumers. For example, we have seen, supported by figures, that the purchases are more important if the music in the store is slow than fast. Moreover, if it is paralleld with a nice odour, the measuring of purchases is much more important. We have also learned that the light plays an important role in a restaurant. If the light is bright, the number of wine bottles purchased is high than if the light is subdued.Per contra, the spent time in the restaurant and the amount of the chronicle is higher if the light is subdued. Recently, I have participated to a market research concerning the bookshop Libris Agora. We were asked during the study to analyse different odours that c ould be diffuse in the bookstore. It is typically a sensory marketing strategy. Personally, I am for a strong sensory marketing strategy. As I said before, it can attract lots of people to a store. For example, I like when trend and good music is played in a shop.I have already noticed that I stay more easily in a store where dance and electro music is played, maybe because I love this sorting of music. Contrary to what my analysis says, I will never go to a store where classic music is broadcasted or maybe I will stay maximum five minutes. I think that it is because I am young and that does not attract me at all. Nevertheless, I can understand that people like this type of music and that classic music encourages people to stay longer in a store. One of the sensory marketing strategies that I like the most is the gustatory one.I really like to taste different products when I am at the supermarket or when I go to a fruit and vegetables seller. Usually, if the products are good, I pu t them in the cart. In order to further differentiate from the competition, brands and retailers should enhance their sensory marketing strategies. They should couple visual marketing with olfactory marketing, etc. However, the consumers must not receive too much sensory stimuli at once time. If it is the case, I think he feels squeezeed and uncomfortable and he will certainly run away from the product or the store.Retailers have to find the right warmness between the different strategies of sensory marketing. Moreover, the sensory marketing is not customary with everyone. I know some people who feel uncomfortable with odour of essential oils. I think that the big problem of the sensory marketing is to find the right settings in order to reach as numerous people as possible. Conclusion Throughout this report, I tried to explain what the sensory marketing is and how the five senses can play a role in the purchase decision. I alsotried togive cover examplestomake thisreport more understandable.We can see that in a context of an increasing supply, companies have to differentiate themselves from each other. It requires a very thorough marketing and more and more companies rely on sensory marketing to attract customers to their products. According to experts, marketing of tomorrow will be a polysensory marketing through which all senses of the consumer and prospect will be awakened. Nowadays, thanks to new technologies, this type of marketing is possible and some companies like Nature et Decouvertes use already this concept of polysensority marketing.The discipline of sensory marketing is now booming but it is very important to not oppress the customer with too much commercial and sensory stimuli. The sensory marketing must be carefully considered before being implemented. Bibliography http//marketing. oboulo. com/marketing-sensoriel-exemple-zara-h-m-killafornia-1 05054. html http//en. wikipedia. org/wiki/ whiz http//fr. wikipedia. org/wiki/Marketing_sensoriel http//www. netpme. fr/marketing/704-marketing-sensoriel. html http//www. journaldunet. com/management/dossiers/0606139marketing/cestquoi. shtml