Sensory Marketing Advertising and Communication - AUEB e

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