Exemple de page de Sensory Marketing

Sensory Marketing

Hello everybody, I'm going to speak about the sensory marketing. Firstly, I will explain what is this new trend, then I will present the use of this 5 senses.

1. What is this new trend?

It is Aristide Boucicaut, the first, which conceptualized the sensory marketing and put it into the « Bon Marché », at the end of the XIXe century. For him, the consumer was to be able to touch, see and feel, in a sounder environment . After this first apparition, it was the scenarisation of all the Parisian department stores.. Then, the idea of stimulation of the consumer by the sensory is related to the development of the consumer society?

For Kotler, a marketing specialist, it was fundamental to take into account new components. It approached already topics such as the atmosphere of the points of sale through its colors, its music, its odors, its lighting... and stressed the growing importance of these elements. the goal is to make pleasant moment to the customer in order to incite it to buy and return.

Five types of sensory marketing are counted which correspond to each of the five directions of the man: visual marketing, sound marketing, olfactive marketing, gustatory marketing and tactile marketing.

Like very good process with lucrative vocation, sensory marketing can be used in an abusive way and certain companies do not have any scruple to try to handle the consumer by this skew. Recent studies showed that the five directions were closely dependent. Today, one does not speak any more sensory marketing but of ?polysensoriality?, namely that several directions are requested simultaneously
Face to the evolution of the market, the concurential intensity and new waitings of the consumers, ?traditional? marketing, from its analytical and rational processes, was not enough to apprehend these recent tendencies.

2. The sensory marketing and the five senses

Visual marketing: it was the first requested direction and constituted a first approach of sensory marketing. People have, a nature's need for esthetism, ?beautiful?. This culture of the beauty and the esthetism developed through the consumer society (publicity, mannequins...). The visual is omnipresent and plays in an unconscious way a dominating part of the act of purchase.

The choice of a form, from a color, as well for a product as for a point of sale, will be determining and cause a cognitive, behavioral and emotional reaction in the consumer who will influence his perception. Visual is the first contact with the consumer, it acts of the direction more stimulated in the everyday life, this is why it asks a detailed attention and is developed by the whole of the companies.

One can quote some examples of visual marketing: the giant screens ?Coca-Cola? or ?Siemens? in the centres town of the largest international metropolises such as London, New York, or Tokyo..., or the heads of gondole of the rays of great surfaces arranged with the colors of the promotion of the week.

The most recent tendency in term of visual marketing rests on the presence of a ?video space? in the points of sale. Decathlon, for example, set up in some of its stores a video space where the customer can see sporting sequences intersected with promotional spots.

Great surfaces present some their products using video screens. New technologies of flat-faced screens are today an effective means to support the sales and are an intangible proof of the evolution of visual marketing.

Hearing marketing: The sound is a direction largely exploited since many years from where name ?sound marketing?. A water noise which streams in a store which sells natural products, the background musics in great surfaces, the noise of a hair drier... All these sound elements contribute to the identity of a product or a place and create a harmonic bond between those and the customer.