Sensory Marketing

The sensory marketing seeks to solicit one or more of the five direction in the objective to influence the pleasure felt by the individual, his thoughts and/or its acts of Consommateur. The directions define the factors of atmosphere of a place of sale like the music, the odors, tastings, the colors and the feelings tactile; that thus makes it possible to wake up the emotional feelings of the consumer (good mood, pleasure) like his behavioral feelings (time spent in the sales outlet, speed of circulation…). All these factors of environments support the act of purchase.

One can also define it in the following way: variation of the marketing which aims at stimulating the purchases and to consolidate the bond between the mark and its customers thanks to the request of the 5 directions within the framework of the actions carried out on the product, the distribution and the communication.

The diffusion of Odor S pleasant, a involving Music, of the suitable Couleur S are as many factors to be considered within the framework of the sale. The form of the objects and their texture give to the consumer positive or negative impressions.

More and more of researchers work on sensory or poly-sensory marketing: while being interested in the Hearing, the sense of smell, the Taste, the Seen and the To touch. The poly-sensory Marketing is an approach which considers whole or part (at least two) our five directions from a point of view marketing. This joint use of the directions is important. Indeed, the neurobiology watch using the cerebral Imagery functional that all was joined together, and this, including on the scale of the cell, where several directions are gathered. It is thus incongruous to separate the directions because in this field, it seems that the whole is higher than the whole of its parts.

The influence of sensory marketing on the behavior of purchase of the individuals is not yet obvious in all the sectors. If one very often finds a direct link between a pleasant odor and the product purchase food, it does not remain about it less than this bond there always does not exist when one works in the nonfood field. On the other hand, the researchers obtain convergent and significant results when they study the bond between the diffusion of odors or musics and the time spent on the place of sale, the felt pleasure and the image of the sales outlet. In addition, of recent work show that the use of sensory marketing is effective when it is done in coherence with the image of the sales outlet, or the ray. For example, it can be very paying for a tradesman to carry out a dramatizing of its ray " chocolat" by diffusing natural odors of hot chocolate supported by the visual related ones to the chocolate (photographs of cakes, candies etc), musics related to Africa and a chocolate tasting (Rieunier and Al , 2006).

Sensory marketing can be also used to influence only the thoughts related to an organization or the pleasure felt by the individual. It does not have only one objective in term of purchase. Thus, of many noncommercial organizations start to be interested in sensory marketing in the objective to influence their public: the museums, the theaters, the schools, the carparks, the places where one must wait, associations which want to draw the attention to a stand in an event etc (Rieunier and Al . , 2006)

See too

Neuromarketing

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