In an era where customization is crucial, sensory marketing plays an important role to make people feel special. Although A will smell the same aroma as B, A and B will not feel the same about that aroma. When you connect with people and evoke their feelings people are more likely to make a purchase. Sensory marketing can heighten feelings of uniqueness and when customers feel that companies are having a one on one conversation with them, they will be attracted to buy because the brand made them feel special and evoke particular feelings.
Multi-sensory marketing helps to build brand equity because is a perfect platform for the brand to interact in different ways with the customer, in other words, it helps to shape the way customers feel about a brand. Sensory marketing is a way to create positive linkages an evoke positive emotions. When this strategy is successfully used, it highlights the chances of creating a better customer lifetime value. People remember things that captured their attention. If a store smells good they will remember. If a product looked good they will remember. If they enjoyed the music, the sounds of the store, they will have a positive association with the store or brand. At the end of the day in marketing what matters is how we make customers feel. As Bill Carney, an American, Consumer Behaviour professor says: “The product is no longer a product but what the client perceives of it”. If marketers can create great customer experiences their customer equity and brand equity will increase.
Sight is important but the four other senses factor into decision making. Customers base their buying decisions not merely on visual appeal but rather a combination of sight, taste, smell, sound and touch. While a product might look nice, it might not smell good, therefore a customer will not consider buying it. The purchase intention of a customer is derived from the interaction of all the senses.
At the end of the day, there is not a specific formula to make people buy products. However, the Sensory Marketing model evokes certain emotions that compel customers to buy things they may otherwise not even consider.