Sensory Marketing in Retail

Sensory marketing – sensory marketing can be defined as – marketing that engages the consumers’ senses and affects their perception, judgment and behavior. Marketing has always used audio and visual cues to connect with the customers, sensory marketing talks about exploring all 5 senses to influence customer behavior. Sensory cues should be deployed at retail stores to influence the customer.

Use of Visual cues like window static, floor stickers, pallet wraps, dumpbins, free standing display, pop-up displays, box towers, leaflet dispensers, furniture, counter mats, brochures etc. will have a positive impact on customer.

Use of Audio cues – The sound has definite impact on moods of customer, playing the right kind of music will help the retailer have a positive impact on customer, the choice of music should be based on customers and products offered.

Use of fragrances – Olfactory Fragrances increases the customers’ remembrance of the brand. Neuromarketing studies indicate that Neuro marketing studies show that 75% of emotions are triggered by smell. Smell is associated with pleasure, well-being, emotion and memory. Sensory Cues are most important in food items and can play an important role in non-food items as well. For e.g. the distinct earthy fragrance of Fab India stores indicate freshness.

Use of taste Gustative marketing is usually used food and beverage brands as taste can elevate mood and change brand perception to a certain extent free trials of certain items for food items is very common.

Use of Touch Tactile Marketing – the feel of product, material, softness and texture of shelves, walls also create the image of retailer by evoking the emotions of customers Sensory Marketing can influence the customer’s buying decision at a retail outlet as there is more impulse buying at stores as compared to planned purchases, and sensory cues can enhance the impulse purchases.

BY – Prof Anumeha Mathur,

Ph.D(Pursuing), M.B.A (Marketing)

SKIPS – Ahmedabad

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