Sensory Marketing Advertising and Communication Management Manon Raulet, Sára Vápeníková Directory 1. Introduction to sensory marketing 2. Case study : Nature et Découvertes a) Presentation of the brand b) Marketing mix Retail experience c) 3. Conclusion Introduction • Supply > Demand • Source of differenciation • Sollicitation of five senses • E-business competition • Emotions • Experience Video Authority • Reciprocity • Consistency • https://www.youtube.com/watch?v=duDNbKWEy5M Case study: Nature et Découvertes Created in 1990 in France • Implanted in urban area • • 83 shops 6 millions of annual customers • Mission: offer to the general public a draft of oxygen and escape towards the nature through books and products of well-being and discovery. • Supply Product Organic gardening and Wellness • (organic cosmetic, essential oil, massage, luminotherapy, parfumes) Hiking, toys, lifestyle of the house (decoration, candles) • Teas, jewels-Discovering, sciences, music and nature sounds of the world • Marketing mix Retail Experience Sight Store atmosphere: forest (stones, wood, trees) • Stroll • Diffuse and warm light • Products arranged on different heights • Window dressing is change every month • Feeling of being a tree top outside under Touch For every product is a tester available • Sofas and instruments of massage are presented • Excites the Oasis of spirit of adventure relaxing for shopping breaks Interactivity Stimulate the impulse of buying Taste & Smell Herb teas are always available • Forest soil smell • • Candles, perfumes, Oils, incense comfortable sensations Hearing Bird´s twitter • Relaxing music • relaxing atmosphere feeling of being outside Conclusion N&D Since 2001, sales increase on average 7% per year and reach 180,7 million euros in 2008 • In three months the rate of conversion visitor/buyer increased from 20 to 30% and the average basket increased by 10% • The influences of sensory marketing at purchasing decisions is not proved • Companies still insecure to invest in sensory marketing • Limits of Sensory Marketing Exclusion • Kind of music • No abuse • Too much perfume • Too much light, noise • Pollution for employees and customers • Resources LSA, 07 janvier 2011, Alain Charrier, Marie-Hélène Nougaret, Christine Riste, Marketing des sens : jusqu'où faut-il aller ? • Pour mieux comprendre comment on vous influence : 100 petites expériences, Psychologie du consommateur - Nicolas Guéguen - May 2011 • What sensory marketing for your pharmacy ? by optima pharma on 30 May 2015 • Thank you for your attention