Question

Many retailers across the globe are using sensory marketing to enhance customers' experience and increase sales in their stores. Explain how sensory marketing works to impact the consumer decision-making process. Is sensory marketing always effective? What are the main issues that retailers have to consider to successfully use sensory marketing in their stores?

Answer 1

What is Sensory Marketing? A huge list of theories is available on how to appeal and attract your customers, but of all the sensory marketing makes the approach simple by appealing to few things which are foundational and common – yes, the five senses. In this marketing strategy you reach your target audience senses and influence their behaviour. There are several industries but not all where this is a great technique to work with.

How it can enhance customer experience and increase sales – it is all about enhancing the customer’s experience and preferred go to tactic for many MNC’s. It delivers a complete customer experience and due to this it stands out of the race. Let us witness how one of the sensory marketing strategy work – let us see for Taste segment. Taste has five components namely salt, sweet, sour, bitter & umami, one common method is to promote the behaviour of sampling for your customers.

How sensory marketing impact customer decision making process? The human sense plays a crucial and drags their internal stimuli. In addition to this you give them a chance to actually feel the real product with any of the five senses. This puts you into better position while dealing with them and it becomes relatively easier to convince then what they have actually felt.

Is sensory market always effective? There is some sort of limitation applicable to any technique, but what excites more is to understand and analyse to what extent these are effective or where they are weak. You need to define the store concept, failing to do so will give unfruitful results. The theme design and implementation is very crucial otherwise the product will be unheard.

Factors to consider while using sensory marketing techniques –

· Formulate your objective, determine the key question to be answered and be prepared

· Prefer to have experimental design and related data analysis

· Make a proper record of the customer experience for future reference

· What device and equipment’s are needed so as to acquaint yourself