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Sensory marketing: Case study

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  1. Introduction.
  2. Sensory marketing presentation.
    1. Definition.
    2. History.
    3. Theoretical approaches.
    4. Categorisation.
    5. Studies.
  3. Sensory marketing: Real effectiveness or artifice?
    1. Why do the stores invest in the senses?
    2. The dramatization of the place of sale.
    3. Impact on the consumer.
    4. Regulators.
    5. Do the senses really lead to more sales?
  4. Constraints and limits of sensory marketing at the point of sale.
    1. Legal constraints.
    2. The interpretation of smells.
    3. A problem of ethics.
    4. Is sensory marketing a means of misleading the consumer?
  5. What is the future for sensory marketing?
    1. A practise in the process of generalization.
    2. From the top-end to the discount.
    3. An evolution towards experiential marketing.
    4. Sensory marketing on the Internet: the case of the sense of smell.
  6. Discussions with professionals.
  7. Recommendations.
  8. Conclusion.
  9. Bibliography

Today's companies experience more difficulties in differentiating themselves from their competitors, consumers are increasingly volatile and the product itself is no longer enough to satisfy them. In this context, sensory marketing has developed and has shown its advantage as far as signs are concerned. Sensory marketing is a new form of marketing which solicits one or more of the five senses of the consumer to create a purchase ambiance and to emphasize a product. The senses of the consumer are awakened to make him go through a pleasant and lucid experience. Because of its success with purchasers, sensory marketing is defined as a true trend which proposes an alternative to mitigate the insufficiency of traditional marketing. With this observation, one is entitled to wonder as to whether, in the years to come, sensory marketing will remain a simple trend or if it can develop and affirm itself as an entirely different and durable marketing model. To answer this question, I chose to divide my reflection into 4 axes: first of all a detailed description of sensory marketing, then an analysis of the real effectiveness of this marketing, thirdly a study of its constraints and limits, and finally, an analysis of the possibilities of its development. Sensory marketing solicits the senses of the consumer to seduce him/her by increasing his/her well being. It promotes the link between the sign and its customer. It can be product oriented (applied to the product) or point-of-sale oriented (applied to the stores).

[...] Indeed, the dissemination is usually done using liquid molecules. Scentys innovated by disseminating dry molecules thanks to a system of blocks, which makes it possible to move easily from one smell to another while not impregnating clothing. Presensia's position is largely top-end, with customers such as Oréal, Guerlain, Cartier, Van Cleef the creation of made-to-order stage decorations helps in the sale of expensive products, and makes it possible for the consumer to live through a ludic experience, with the example of sleeping cabins in Spring or the floral and vegetable theme presented at the Park Hyatt Vendôme. [...]


[...] The taste is used in three different ways by the distributors: - For the creation of food courts, called in the press as ?food in shop? - By offers of tasting products sold in stores - By the offer of free products to ease waits at the counter for example, like in the Palais des Thés (Tea palace) which set up tasting in self-service. In spite of its increasingly frequent use, the innovations in gustatory marketing are very few, which is a pity given the possibilities of the segment. [...]


[...] The routine behaviour: very mechanical, habit occupies an dominating place, few efforts will be made, the cognitive activity will be limited. One thus deduces that the type of product bought is the first element which controls the decision-making process: indeed, the more unusual, costly, original the product is more attention is paid by the consumer to the decision-making process. The decision-making process will be more complex for certain types of products: products whose prices are high, technically complex products or products with a strong symbolic content. [...]


[...] He can, according to the case, take a stand by a registered letter, or even by a legal measure. One can be led, for example, to publicize in a public place that signing elements reputed to be protected were used without authorization, which can constitute the preliminary act of legal proceedings. In this respect, the actions based on intellectual property can have certain procedural characteristics, but they do not prevent simultaneous assigning on the basis of unfair competition or parasitism. [...]


[...] One makes him the well-being, comfort, quality, the security, the luxury The car industry increasingly plays on the senses because the speed limits and the reinforcement of the road safety legislation have lead to a situation where the initial purchase criteria are no longer the technical features of the engine, but the remainder, namely the cab interior, the design, comfort Philippe Aumont, marketing manager at Faurecia admits without question that everything is imagined, thought of, developed and created with the purpose of offering to the consumer a framework that is pleasant, comfortable, almost resembling the marketing of luxury. He specifies that if this trend is in vogue with the car manufacturers, it is also true in a number of big department stores or in small specialised shops, generally positioned at the top-end. Sephora, for example, uses a soft red carpet which contributes to the comfort and well-being of consumers. [...]

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