Sensory marketing – fashion or a real sales tool?

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    Sensory marketing involves influencing the feelings of buyers through the impact on their senses. Currently, three sensory impact points are being actively developed and applied: smell, tactile sensations and hearing.

    сенсорный маркетинг


    Today it is rare to find retail outlets without sound accompaniment. In most stores there is a certain type of music, which is necessary not only to eliminate the feeling of deathly silence, but also to directly affect the subconscious of the buyer. Depending on the rhythms, instruments, mood, the visitor can either stay longer or make a choice faster.

    The feeling of comfort, unobtrusiveness and care is caused precisely by choosing the right composition. Musical accompaniment directly depends on the product, potential consumers and the goals of the owners.

    In addition to creating an atmosphere, it is necessary to take into account natural sounds: street noise, the sound of heels, the work of equipment, the volume of voices. An empty room creates an echo effect, which in turn causes negative emotions. When arranging racks and equipment, it is necessary to take into account the peculiarities of sound transmission and ensure its maximum absorption. This will help buyers to talk calmly among themselves and with consultants, without interfering with each other.

    It has been observed that women cannot stand the sound of their own heels clattering. Given this feature, you need to use a floor covering that neutralizes the clatter and does not cling to the studs.

    One of the tactical mistakes is to leave the choice of composition to consultants and sellers. Personal preferences in music are not able to provide an influx of visitors or increase sales.


    сенсорный маркетинг, примеры

    Smell is a powerful and most underrated marketing weapon. It directly affects the human nervous system, evoking certain associations from memory. In Europe and the USA, aroma marketing has been used for many years by the vast majority of sales organizations. In the CIS countries, the percentage of entrepreneurs using fragrance for marketing purposes is about 2%.

    The strength of a fragrance lies in the speed and scope of its influence. It is enough to inhale once, and within a split second, a situation associated with this smell pops up in a person’s memory, and after it, the corresponding emotions. Thus, thanks to one breath, the client can experience stormy joy, fall into despondency, feel like the ruler of the world. In addition to associations with real events, there are those that are imposed by society. Certain fragrances are associated with sophistication, chic, gloss and wealth.

    An example of using touch marketing

    One example of associative perception is detergents from Procter & Gamble, which launched a series of cleaners with natural flavors on the Russian market. There was no demand for them, since the citizens of the Russian Federation had a clear association – only chlorine washes well. The smell of the sea breeze did not provide confidence in the quality of the products. Only after changing this paragraph, she began to be in demand.

    Another feature of odors is that they remain in memory for a long time and firmly. If a person once used a product with a certain aroma, and he arranged it, at the next “meeting” with the same sign, he will be sure of the quality of his purchase, focusing on past memories.

    Aromas have a significant effect on the psyche and are able to put the client into a certain state in which he wants to make a purchase, stay in the store longer, or recommend the point to his friends and acquaintances. A person is arranged in such a way that, experiencing something positive, he seeks to brag about it to his neighbor. If, after visiting a shoe salon, a woman has pleasant and memorable feelings, she will surely tell her friend about it.

    Many high-profile brands use scent for more than just influencing sales. To a greater extent, they use the technique to create an image. In this case, the smell is an indicator of gloss, prestige. Wealthy individuals are chasing not only quality, but also status, and the smell is an integral part of the image.

    Tactile sensations

    сенсорный маркетинг и нейромаркетинг

    When choosing a product, the consumer presents himself with his purchase. If the sensations are pleasant to him, he will go to the checkout. In addition, the choice and determination to touch the product is influenced by external factors: equipment (racks, ottomans), curtains in the fitting room.

    The tree evokes a feeling of coziness and comfort, predisposes to contact. This material is desirable to use in cases where the goods can and should be picked up. Metal and glass are used when it is necessary to create a sense of prohibition in the buyer – do not touch the product with your hands. It is better to influence the psyche than to broadcast signs and force the consultant to drive away each client.

    Sensory marketing does not have clear digital data showing its effectiveness, especially in the short term. This subsection of marketing is aimed at the subconscious of buyers and the creation of a brand image. The real result can be observed only after a few seasons.

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