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An Emerging Marketing Technology: Sensory marketing applied in Retail industry
Abstract
The competition within the retail industry enters a hot stage. In order to please customers, retailers are using variable methods to strive for market share. Some goes for big advertising investment, attractive campaigns and non-stop promotions. When these are not enough, increasing customer added-value by providing pleasant shopping experience becomes a useful way for retailers to differentiate themselves and provide a unique brand experience. In addition, it has also been recognized that customers of today want to be enticed by emotional elements where relationships can be created; making it vital to understand the components of emotional character that attracts and affect the behavior of customers, influencing their perception. Based on this, a new marketing technique, sensory marketing, has emerged, which stimulates the five senses of human (visual, sound, scent, touch and taste). By this paper, we aim to discover what sensory marketing is; why it becomes a part of retail industry; and how it is applied in branding a product to enchant consumption and provide of long term sensory mark on the customers' mind. Some implications for retailers seeking to adapt to a changing of the consumption trend will be also inserted in the main content of the paper.
... It was found that in order to engage customers, the physical stores need to create such environments which strongly connect to shopper's emotions and thus have an emotional appeal for the brand. Similarly, Minh and Ly (2015) in their review article on use of sensory marketing in the retail sector discovered what sensory marketing is and why it became part of the retail sector. The authors also tried to find how sensory branding is used to increase consumption and leave a lasting impression in the minds of the customers. ...
In an experiential economy, the focus of retailers is not just to provide quality products but also to provide a pleasant shopping experience. Therefore, retailers use several strategies to engage the customers. Important among these are the multisensory cues in the retail environment which appeal to the customers. Thus, the present study was conducted to develop a scale for retailers and study the multisensory cues implemented by retailers to attract the customers. The study was conducted at organized retail outlets in National Capital Region, India. The data was collected using survey questionnaire from salesperson and sales executives. The study helped to create a scale for assessing the impact of multisensory cues in retail from retailer's perspective. Further, the study results showed that among the four senses (sight, sound, smell and touch) that were studied, sight and touch were the most prominent.
This paper critically reviews the literature available and presents an empirical study that examines the effects of background music on in-store shopping behavior. It finds that music tempo variations can significantly affect the pace of in-store traffic flow and dollar sales volume.
Instilling brand loyalty among consumers is the key to long-term success, and requires focusing on meaningful differentiation: functional, emotional, or societal. Supported by data analyses, case studies and interviews, The Meaningful Brand explores the four components of a distinguished brand: purpose, delivery, resonance, and difference.
This paper critically reviews the literature available and presents an empirical study that examines the effects of background music on in-store shopping behavior. It finds that music tempo variations can significantly affect the pace of in-store traffic flow and dollar sales volume.
Purpose
– The purpose of this research paper is to reveal data that have emerged from an extensive study into the relationship between the five senses and brands.
Design/methodology/approach
– Research was conducted by the global market research agency, Millward Brown. A team of 60 researchers undertook a quantitative and qualitative study in 13 countries over an 18‐month period. The study set out to determine the role senses play in how one selects brands.
Findings
– Results revealed that 99 percent of all brand communication currently focuses on only two of the senses – sight and sound. Emotional connections are effectively made with a synergy of all five senses, and as such those brands that are communicating from a multi‐sensory brand platform have the greatest likelihood of forming emotional connections between consumers and their product.
Originality/value
– The paper uses case studies from global brands to illustrate the effectiveness of messages that incorporate as many senses as possible.
Size labels adopted by food vendors can have a major impact on size judgments and consumption. In forming size judgments, consumers integrate the actual size information from the stimuli with the semantic cue from the size label. Size labels influence not only size perception and actual consumption, they also affect perceived consumption. Size labels can also result in relative perceived size reversals, so that consumers deem a smaller package to be bigger than a larger one. Further, consumers are more likely to believe a label that professes an item to be smaller (vs. larger) in the size range associated with that item. This asymmetric effect of size labels can result in larger consumption without the consumer even being aware of it (“guiltless gluttony”).
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