The following Figure shows how different parts of the brain are in charge of each one of the five senses. The occipital lobe manages the vision, the parietal lobe controls the gustatory and the tactile senses, the frontal lobe is where the olfactory sense is located and lastly the auditory sense is part of the temporal lobe.
Figure 1: Your Brain and 5 Senses
Source: (Èspresso1882 Australia, 2015)
Connections and associations made in the brain derived from our senses evoke emotions. Every time a sense is exposed to a stimuli, memories come and therefore associations happen, as Martin Lindstrom (2009) mentioned in his book, “We store our values and emotions in memory banks for each sense — image, sound, smell, taste, and touch. Events, moods, feelings, and even products in our lives are continuously imprinted in our memories, from the second we wake to the moment we sleep”. Marketers aim to create positive brand associations and sensory marketing is a way of generating them.
When one enters a store and smells a particular aroma, immediately the brain will react with a positive or negative association therefore we can assume that senses do influence consumers while they are shopping.
Customers make irrational decisions just because of the way a brands connect with them. A specific sound, vacillate consumers mood. An upbeat top 40 song in a clothing store will make customers feel better while shopping and as they are happy and relax the sales will increase.
Practical aroma selection can increase traffic in a store, when you feel an aroma that you like you can be drawn into the store because you feel that particular smell appeals you or comforts you in a way (e.g. Williams-Sonoma). Simon Harrop conducted an experiment with a retailer store in London. The store wanted to increase their sausages sales so he spread a fake sausage aroma at the entrance and this made people who smell it enter the store and go to the sausage area, then he tested how taste could persuade sales and he proved when people tasted a product they were more willing to buy it. This goes to the reciprocation principle, people feel obligated to give something back when they are offered something, and in this case they feel “persuaded to buy”.
So tell me your irrational purchase… I will be happy to hear your comments!
Did you know the crunch of the Kellogg’s cornflake was carefully developed in sound labs? By introducing a distinctive sound to its breakfast cereal, the company integrated four senses into its product: taste, touch, sight and sound (Dollar and Sense article, 2009, Blue print)
Sensory marketing can be defined by the different sensory techniques a brand uses to persuade a customer to purchase something. In other words sensory marketing allows marketers to trigger the brains to alter people’s behaviors through their five different senses: Olfactory, Auditory, Gustatory, Tactile and Vision.
Companies in the retail industry such as Williams-Sonoma and Abercrombie & Fitch are using different sensory strategies to trigger different senses and evoke certain feelings in their customers which ultimately persuade a purchase.
But not only have those companies used it, in fact a lot of brands implement sensory marketing as part their strategy because they believe it works. They believe it increases brand awareness and they also believe that creating better experiences for the customer will generate or even increase in-stores sales. #DareToSense
Watch this Tedtalk by the unique and only Simon Harrop
Have you seen how different stores put little items right next to the cashier? Have you ever visited a store that makes you feel really uncomfortable? Have you ever associated a brand or a product with a particular smell? Do you notice the music in the stores? Have you ever considered that brands might be manipulating your purchasing experience through different techniques? ….This is what this blog is all about!!!
A technique that is called SENSORY MARKETING and how different brands use it to influence your behaviour when you are purchasing.
If you want to read more, make sure you see my next post.