Sensory marketing — sensory marketing can be defined as marketing that engages the consumers’ senses and affects their perception, judgment, and behavior. Sensory 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 displays, pop-up displays, box towers, leaflet dispensers, furniture, counter mats, brochures, etc. will have a positive impact on customers.
Use of audio cues: the sound has a definite impact on the moods of customers. Playing the right kind of music will help the retailer have a positive impact on customers. The choice of music should be based on customers and products offered.
Use of fragrances: olfactory fragrances increase the customers’ remembrance of the brand. According to neuromarketing studies, smell triggers 75% of emotions.Smell is associated with pleasure, well-being, emotion, and memory. Sensory cues are most important for food items and can play an important role in non-food items as well. For example, the distinct earthy fragrance of Fab India stores indicates freshness.
Use of taste: Gustative marketing is usually used for 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 are very common.
Touch Tactile Marketing – the feel of the product, the material, the softness and texture of the shelves and walls all contribute to the retailer’s image 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
M.B.A. (Marketing), Ph.D. (Pursuing)