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. [...]
[...] He adds nevertheless “that it should not be believed that it is a trend: sensory and experiential marketing are a true basic phenomenon. When everyone is present there, one will not stop as much to do it: one will add another layer of marketing to restimulate the purchase. Jean-François Lemoine, interview on www.emarketing.fr, “sensory marketing, proven results? author of the paper “Market surveys and marketing decision-making” at the University of Nantes From the top-end to the discount As we said previously, sensory marketing has developed strongly these past few years. [...]
[...] et Parasuraman A. (1994), The Influence of Store Environment on Quality Inferences and Store Image, Journal of the Academy of Marketing Science 328- Approach of Westbrook and Oliver - 1981 Satisfaction was mainly studied within the framework of the purchase of a product or an experience of consumption. However, certain researchers like Westbrook and Oliver (1981) were interested in satisfaction following the visit to a store. Thus, Westbrook defines it in the following way: “Satisfaction with regard to a sales area can be seen as the emotional reaction of an individual to his evaluation of all the experiences following frequenting of this sales area”. [...]
[...] In the same way, the English company Telewest Broadcom launched in 2004 a test of smell E-mailing (cartridge of 20 aromas, being able to compose 60 smells). www.e-marketing.fr, Le marketing olfactif revient en force sur Internet Stéphane Degor (09/12/2005) Entretien avec Philippe Aumont, product planning vice-président de Faurecia (février 2007) 2 b. A problem of price Yvan Régeard, the founder of the company Exhalia explains that the principal barrier to the development of olfactory marketing on the Internet is the price. The gadget (the cartridge creating smells) costs 400 per piece at the moment. However, Mr. [...]
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