Relating sensory marketing to consumer experience
There are several approaches to marketing practice in practice. One of them is Sensory Marketing. Basically, we use the five senses of the human being to leverage sales, establishing a more optimized and complete communication, improving
There are several approaches to marketing practice in practice. One of them is Sensory Marketing.
Basically, we use the five senses of the human being to leverage sales, establishing a more optimized and complete communication, improving the experience of consumers.
Understand better, in practice, how sensory marketing makes the difference:
How it works?
Surely, you've learned all five senses in preschool time, but it's worth remembering. Are they:
- Touch
- View
- Smell
- Palate or taste
- Hearing
The goal of any brand is to produce stimuli related to the five senses and communicate values. With sensory marketing, the senses are exploited strategically by the brands, increasing the potential of all its elements (whether in the promotional materials or the sales points).
The great advantage of using this strategy is to be able to increase sales significantly, because it directly affects the consumer's emotions. In addition, brand positioning and identity are reinforced in the marketplace through these practices over time.
Applying strategy
Now that you know how sensory marketing works, it's important to know some strategies for use in each sense:
View
The visual resource is the most used in marketing strategies. In this sense, two areas need special attention:
- Visual identity: Logo, symbols and colors make all the difference in brand recognition. Remember that colors have meaning and stimulate specific feelings and reactions for those who see them!
- Physical store environment: The physical stores environment needs to be nice! Take care from the lighting to the decor and colors that will be used locally. This makes all the difference on the impression and the stimulus that will cause on the customer, depending on your goal!
Hearing
It is an accepted fact that sound makes a total difference in our mood. Why not use this influence for the moment of your client's purchases? The idea, in this sense, is that the sound helps in inducing a certain emotion or attitude.
If you need people to be agile in shopping, for example, the ideal is to put a song at a faster rate. However beware. Perhaps for your customer, a quiet and smooth song is more than enough to ensure a pleasant experience during the buying process. he will probably like to go through it again.
Smell
Smells have a powerful influence awakening feelings and even memories in your costumers.
To help in this process, the tip is to develop an essence or even use an existing one, which can refer the customer to your products or shopping experience. It is legal to use scents in your stores to ensure that odors outside the store do not disturb or damage your business environment. Invest also in the climatización of the place.
Touch
Some researchs shows that when we touch the object we want, the possibility of buying is much greater. The strategy for this sense is linked to the experience that the consumer will have in the physical store.
Climate control on the store makes the customer more comfortable. Take care of selecting the best textures for some objects such as armchairs, dresser curtains, counters and even the floor! Finally, of course, remember to leave the product in easy reach so that customers can touch it.
Palate or taste
This is the most specific sense. Not all brands will be able to use it. But if you work with food, it should be very exploited.
The tip is to always have proof of some food for the customers, which will give more credibility to the realization of the purchase.
But even if your company is not from the food business, it's worth giving some kind of snack to the customers. This let them more comfortable in the environment and can give good results!
You see? These strategies are very easy to put into practice and can bring great results! Test and try out what works best for your brand!
