Sensory marketing focuses on engaging customers' senses to enhance their experiences. Marketers use sights, sounds, smells, tastes and touches to create memorable brand interactions and drive loyalty. Research shows the top senses for creating positive impressions are taste, smell and sound. Marketers employ sensory cues like music, scents, product textures and sounds to influence shopper behaviors and perceptions of quality. An effective sensory strategy considers the context and taps into how different sensory inputs can shape experiences.
29. ADVERTISING
The classic…
The association of music to a message in
g
advertising facilitates brand awareness
PLAY ME!
30. ATMOSPHERICS
Classical music will increase the quality sensation of a
wine cellar (Areni & Kim, 1993) or a tea house (North & Hargreaves, 1996)
31. A fast-tempo music will push the customer to leave
earlier. A slow music played at l
li l i l d low volume will i
l ill increase
the time and the money
spends i id
d inside
(Roballey & Ali, 1985; Milliman, 1986)
32. Clients will eat faster and consume less with a loud
volume and fast tempo music (Roballey & Ali, 1985; Milliman, 1986)
33. In a point of sales customer adopts his walk speed
sales,
according to the tempo of the music (Smith & Curnow, 1966)
34. Abercrombie and FitchTM uses loud upbeat music with a
heavy bass and eliminates gaps between tracks, creating a
youthful nightclub-like atmosphere in its teenfocused
clothing shops
35. JC P
PenneyTM adjusts its music selection, playing more L ti
dj t it i l ti l i Latin
American music in stores with a high percentage of
Hispanic customers
Hi i t
36. PRODUCTS
In the 1970s, IBM launched a
silent typewriter that was
rejected by users who felt
j y
uncomfortable with the new
q
quiet machine.
Result? IBM added electronic
sounds to replace the natural
p
noise it had worked to
eliminate
38. Rice KrispiesTM have the classic
p
“snap, crackle, pop,” but did
y
you know the crunch of the
Kellogg’s cornflake was
carefully developed in sound
y p
labs?
42. A Smell and Taste Institute study found that 84% of
respondents were more likely to buy a p of Nike trainers in
p y y pair
a scented room compared with a non scented room
44. ADVERTISEMENT
A South Korean Dunkin’ Donuts ad campaign released
coffee aroma when a radio ad was played.
The ad is hitting three senses – visual, auditory and olfactory
– with the suggestion of coffee.