{"id":9934,"date":"2021-01-10T12:17:00","date_gmt":"2021-01-10T12:17:00","guid":{"rendered":"http:\/\/www.kendu.com\/?post_type=magazine&p=9934"},"modified":"2021-06-01T13:44:37","modified_gmt":"2021-06-01T13:44:37","slug":"sensory-marketing","status":"publish","type":"magazine","link":"http:\/\/www.kendu.com\/?magazine=sensory-marketing","title":{"rendered":"The power of the 5 senses in-store"},"content":{"rendered":"
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SENSORY MARKETING: THE POWER OF THE 5 SENSES IN RETAIL<\/h1>\n <\/div>\n \n
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Due to the constant need to create unique in-store experiences for customers, sensory marketing has gained significant popularity over the past few years<\/strong> due to its ability to provide a point of difference among stores. According to a study on neuromarketing conducted by The Rockefeller University<\/a>, our capacity to remember our sensory experiences is: 1% of what we touch, 2% of what we hear, 5% of what we see, 15% of what we taste and 35% of what we smell. <\/p>\n\n\n\n

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However, as consumers we like to believe that we are autonomous when it comes to purchasing a product but nothing is further from the truth! We are, in fact, much less rational than we would like to think with between 85% and 95% of our purchases being subconscious decisions<\/strong>. <\/p>\n\n\n\n

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This means that creating emotional connections with customers is extremely effective in influencing their purchasing behaviour and, as a result, physical stores have an advantage over online stores <\/strong>when it comes to connecting with customers using sensory marketing. A variety of top international brands now have in-store experiences that use sight, sound, taste, touch or smell to create an emotional connection between customer, product and brand. <\/p>\n\n\n\n

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Smell<\/strong><\/h3>\n\n\n\n
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Our sense of smell is connected to our limbic system which regulates our emotions and memories<\/strong> which is why it is the sense with the most memory recall. An example of a brand that successfully uses scent marketing via smell is Rolls Royce<\/strong>. Whenever a Rolls Royce customer takes their car to an official garage, the car\u2019s interior is perfumed<\/strong> with wood and leather scents to give it that \u201cbrand new car\u201d smell. This evokes memories of when the owner first bought the car creating an emotive brand connection. Disney<\/strong> theme parks are another good example of sensory marketing via smell. Their use of the Smellitzer, a patented scent generator, to diffuse different scents around the park<\/strong> creates more visceral experiences for its visitors when shopping or waiting in line for an attraction.<\/p>\n\n\n\n

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