What is sensory marketing?<\/p><\/h1><\/div><\/div><\/div><\/div><\/div>
![](\"https:\/\/www.scentys.com\/wp-content\/uploads\/2024\/09\/marketing-sensoriel-400x320.jpg\" "\\"marketing")
<\/span><\/div>Did you know that when classical music plays in a store selling spirits, clients are likelier to purchase vintage wines? How about the fact that Coca Cola studied the sound a can opening to see how it could be used to evoke feelings of refreshment and thirst? Stimulating one or more senses to encourage purchasing is one of the main objectives of sensory marketing. This commercial practice has been popular for many years, and is now the subject of studies. What should you know about sensory marketing and its applications in today\u2019s world?<\/p>\n<\/div>
Definition and principles of sensory marketing<\/h2><\/div>Sensory marketing is intended to enrich the client experience and leave the consumer with a positive impression by stimulating one or more of the five senses. This marketing technique can influence how clients feel about a point of sale, a product or a brand.<\/p>\n<\/div>
When were sensory marketing strategies first used?<\/p><\/h2><\/div>
Of course marketers began by targeting vision, first with ads, then with commercials. It was only after the Second World War that experts began looking more closely at the concept. In an article dated 1973, Philip Kotler asked whether physical points of sale should set themselves apart more by creating a memorable atmosphere than solely through the attributes of the products they sell.<\/p>\n
Further research was conducted by Morris B. Holbrook and Albert Hirschman, then Mary Jo Bitner. Underscoring the central role emotions play when a customer purchases a product, and the importance of creating an in-store environment that elicits emotions, these researchers laid the foundations for sensory marketing and neuromarketing.<\/p>\n<\/div>
How can the senses be used to build customer loyalty?<\/p><\/h2><\/div>
Appealing to customers through all their senses requires forethought. The approach adopted must sync with the values and principles conveyed by the product, the brand, or the point of sale. This concept is even more important since online shopping became an option. Traditional stores have had to find ways to fight back and keep consumers walking through their doors.<\/p>\n
With this in mind, each of the five senses plays a different role in building customer loyalty:<\/p>\n
\n- Vision<\/strong>: Visual materials can capture and retain the attention of consumers<\/li>\n
- Hearing<\/strong>: Sounds, music and the auditory atmosphere at the point of sale can influence the client experience<\/li>\n
- Sense of smell<\/strong>: The role of perfume and odors<\/li>\n
- Sense of taste<\/strong>: It can impact consumers\u2019 choices, for instance when free samples are offered<\/li>\n
- Sense of touch<\/strong>: Used to underscore the texture of products and the importance of touch as an element of recognition prior to the purchase<\/li>\n<\/ul>\n<\/div>
What are the advantages for brands of successful sensory experiences?<\/p><\/h2><\/div>
Well-run sensory marketing campaigns offer companies many advantages. Even if the benefits are not felt in the short or medium terms, they contribute to establishing the brand\u2019s image. A successful sensory experience can notably result in:<\/p>\n
\n- Increased brand recognition<\/li>\n
- An improved client experience<\/li>\n
- Higher sales<\/li>\n
- Greater customer loyalty<\/li>\n<\/ul>\n
Two sensory marketing campaigns are considered the gold standard in terms of memorability. These sensory experiences are being studied by researchers seeking to better understand the cognitive biases targeted by marketing.<\/p>\n
\n- Abercrombie & Fitch<\/strong>: This US-based ready-to-wear brand demonstrated a true understanding of what makes multisensory marketing work. Stepping into one of its stores was a unique experience. Through low lighting, customers\u2019 eyes were drawn to the products on display as well as the physical attractiveness of the salespersons; playlists featuring the trendiest music of the day blared over the loudspeakers; all products could be touched; and the entire scene was bathed in the scent of Fierce n\u00b08, which was sprayed on the products on display as well as inside and in front of the store.<\/li>\n
- Harry\u2019s<\/strong>: This brand made a big splash with its olfactory marketing campaign in 2005. It featured two-meter billboards showcasing its pre-cooked plain and wheat bread. What was so original about it? Each of the 400 billboards had diffusers releasing the smell of freshly baked bread. Appreciated by the public, the campaign won fifth place in the annual IPSOS ranking of best advertising campaigns for that year.<\/li>\n<\/ul>\n<\/div>
How to include sensory marketing in your strategy?<\/p><\/h2><\/div>
In today\u2019s world, sensory marketing is an essential way for companies to stand out, allowing customers to immediately recognize a brand and, if the campaign is well-run, to see it in a positive light. These customers will become more loyal and will contribute to the brand\u2019s communication efforts since they will talk about their experiences with others.<\/p>\n
Scentys will help you include olfactory marketing in your advertising strategy through a three-step approach:<\/p>\n
\n- Needs assessmen<\/strong>t: What type of environment do you want to create for your target audience? What kinds of fragrances would you like to use to achieve your goals?<\/li>\n
- Development of the olfactory marketing strategy<\/strong>: This step involves estimating costs and weighing them against potential returns on investment.<\/li>\n
- Implementation and measurement<\/strong>: Scentys fragrance diffusers are placed in strategic areas, at key times of day, to capture the attention of clients and make them aware of the values conveyed by your products.<\/li>\n<\/ul>\n
Scentys, the fragrance diffusion expert, has all the equipment you need to make your olfactory marketing campaign a success. Our nebulization diffusers for professional use can make your events must-attend affairs and your points of sale irresistible. Contact us to find out more about what you need for a winning sensory campaign.<\/p>\n<\/div>
Sensory marketing is intended to enrich the client experience and leave the consumer with a positive impression by stimulating one or more of the five senses. This marketing technique can influence how clients feel about a point of sale, a product or a brand.<\/p>\n<\/div>
When were sensory marketing strategies first used?<\/p><\/h2><\/div>
Of course marketers began by targeting vision, first with ads, then with commercials. It was only after the Second World War that experts began looking more closely at the concept. In an article dated 1973, Philip Kotler asked whether physical points of sale should set themselves apart more by creating a memorable atmosphere than solely through the attributes of the products they sell.<\/p>\n
Further research was conducted by Morris B. Holbrook and Albert Hirschman, then Mary Jo Bitner. Underscoring the central role emotions play when a customer purchases a product, and the importance of creating an in-store environment that elicits emotions, these researchers laid the foundations for sensory marketing and neuromarketing.<\/p>\n<\/div>
How can the senses be used to build customer loyalty?<\/p><\/h2><\/div>
Appealing to customers through all their senses requires forethought. The approach adopted must sync with the values and principles conveyed by the product, the brand, or the point of sale. This concept is even more important since online shopping became an option. Traditional stores have had to find ways to fight back and keep consumers walking through their doors.<\/p>\n
With this in mind, each of the five senses plays a different role in building customer loyalty:<\/p>\n
- \n
- Vision<\/strong>: Visual materials can capture and retain the attention of consumers<\/li>\n
- Hearing<\/strong>: Sounds, music and the auditory atmosphere at the point of sale can influence the client experience<\/li>\n
- Sense of smell<\/strong>: The role of perfume and odors<\/li>\n
- Sense of taste<\/strong>: It can impact consumers\u2019 choices, for instance when free samples are offered<\/li>\n
- Sense of touch<\/strong>: Used to underscore the texture of products and the importance of touch as an element of recognition prior to the purchase<\/li>\n<\/ul>\n<\/div>
What are the advantages for brands of successful sensory experiences?<\/p><\/h2><\/div>
Well-run sensory marketing campaigns offer companies many advantages. Even if the benefits are not felt in the short or medium terms, they contribute to establishing the brand\u2019s image. A successful sensory experience can notably result in:<\/p>\n
- \n
- Increased brand recognition<\/li>\n
- An improved client experience<\/li>\n
- Higher sales<\/li>\n
- Greater customer loyalty<\/li>\n<\/ul>\n
Two sensory marketing campaigns are considered the gold standard in terms of memorability. These sensory experiences are being studied by researchers seeking to better understand the cognitive biases targeted by marketing.<\/p>\n
- \n
- Abercrombie & Fitch<\/strong>: This US-based ready-to-wear brand demonstrated a true understanding of what makes multisensory marketing work. Stepping into one of its stores was a unique experience. Through low lighting, customers\u2019 eyes were drawn to the products on display as well as the physical attractiveness of the salespersons; playlists featuring the trendiest music of the day blared over the loudspeakers; all products could be touched; and the entire scene was bathed in the scent of Fierce n\u00b08, which was sprayed on the products on display as well as inside and in front of the store.<\/li>\n
- Harry\u2019s<\/strong>: This brand made a big splash with its olfactory marketing campaign in 2005. It featured two-meter billboards showcasing its pre-cooked plain and wheat bread. What was so original about it? Each of the 400 billboards had diffusers releasing the smell of freshly baked bread. Appreciated by the public, the campaign won fifth place in the annual IPSOS ranking of best advertising campaigns for that year.<\/li>\n<\/ul>\n<\/div>
How to include sensory marketing in your strategy?<\/p><\/h2><\/div>
In today\u2019s world, sensory marketing is an essential way for companies to stand out, allowing customers to immediately recognize a brand and, if the campaign is well-run, to see it in a positive light. These customers will become more loyal and will contribute to the brand\u2019s communication efforts since they will talk about their experiences with others.<\/p>\n
Scentys will help you include olfactory marketing in your advertising strategy through a three-step approach:<\/p>\n
- \n
- Needs assessmen<\/strong>t: What type of environment do you want to create for your target audience? What kinds of fragrances would you like to use to achieve your goals?<\/li>\n
- Development of the olfactory marketing strategy<\/strong>: This step involves estimating costs and weighing them against potential returns on investment.<\/li>\n
- Implementation and measurement<\/strong>: Scentys fragrance diffusers are placed in strategic areas, at key times of day, to capture the attention of clients and make them aware of the values conveyed by your products.<\/li>\n<\/ul>\n
Scentys, the fragrance diffusion expert, has all the equipment you need to make your olfactory marketing campaign a success. Our nebulization diffusers for professional use can make your events must-attend affairs and your points of sale irresistible. Contact us to find out more about what you need for a winning sensory campaign.<\/p>\n<\/div>
- Development of the olfactory marketing strategy<\/strong>: This step involves estimating costs and weighing them against potential returns on investment.<\/li>\n
- Harry\u2019s<\/strong>: This brand made a big splash with its olfactory marketing campaign in 2005. It featured two-meter billboards showcasing its pre-cooked plain and wheat bread. What was so original about it? Each of the 400 billboards had diffusers releasing the smell of freshly baked bread. Appreciated by the public, the campaign won fifth place in the annual IPSOS ranking of best advertising campaigns for that year.<\/li>\n<\/ul>\n<\/div>
- Abercrombie & Fitch<\/strong>: This US-based ready-to-wear brand demonstrated a true understanding of what makes multisensory marketing work. Stepping into one of its stores was a unique experience. Through low lighting, customers\u2019 eyes were drawn to the products on display as well as the physical attractiveness of the salespersons; playlists featuring the trendiest music of the day blared over the loudspeakers; all products could be touched; and the entire scene was bathed in the scent of Fierce n\u00b08, which was sprayed on the products on display as well as inside and in front of the store.<\/li>\n
- Hearing<\/strong>: Sounds, music and the auditory atmosphere at the point of sale can influence the client experience<\/li>\n