Sensory Marketing | Habefast
This marketing technique consists of appealing to the 5 senses of consumers with the aim of seducing them and influencing their behaviour in a way that is favourable to the company.
Sensory marketing: definition
It aims to stimulate purchases by playing on consumers’ sensations and provoking emotional and cognitive reactions.
It is interesting to play on several senses at the same time in order to have the best possible impact on the consumer and to stand out from the competition.
The 5 types of sensory marketing
- Auditory marketing
This mainly concerns the music played in the points of sale and is based on 4 elements: it must be consistent with the image of the point of sale, it must project the customer into a certain universe or give him emotions, it must have a tempo that will relax or stimulate him and finally it must make use of the reputation of the artists played.
According to a study, 76% of managers of commercial establishments consider background music to be a key element in the performance of their business and 80% of customers prefer music in the sales areas they visit.
Example: In Abercrombie & Fitch shops, which are targeted at a young audience, there is very loud and rhythmic music.
- Tactile or touch marketing
This is touch marketing, but also all the contacts that can be made within a point of sale. Within the shop, temperature and humidity levels are part of this tactile marketing. Contact with other people is also part of it, whether it is with other customers or with sales staff.
Handling products is essential for some customers, as it allows them to know the quality of a fabric or the condition of a fruit.
Example: Lush cosmetic shops where a lot of things are set up to test all the products, touch and handle them to discover the texture etc.
- Taste marketing
This is about getting people to taste their product and is only relevant to a certain type of business. It does, however, allow the quality of a product to be appreciated through its taste.
Example: tasting stands in chocolate shops.
- Olfactory marketing
It is based on smells and the olfactory memory which is very powerful. This marketing can be used for both food shops (bakeries, restaurants etc) and perfumeries.
perfumeries. The smell of the products themselves is also very important.
Example: Nature & Découvertes shops which has implemented the diffusion of a cedar fragrance in its shops.
- Visual marketing
Sight is the first contact we have with a product or a brand. Colours will have an impact on emotions and cognitions. It is the sense most solicited by consumers.
Example: Sephora shops with a black and white decoration for an upscale effect and to highlight the products displayed.