In recent years, many brands and companies have used their senses to convince or seduce consumers. Scent marketing has become one of the almost inevitable resources of retail firms, which fight with each other to leave their olfactory mark and be immediately recognized by consumers who are in the vicinity of their establishments. Supermarkets have learned to use the smell of fresh bread as a tool to position the rest of their products, since the smell of fresh baked goods has an effect on purchase intentions. And stores have been playing with sounds and their effects on how consumers shop for a few years now.
But why bet on a single sense when consumers have more than one? The truth is that the experience can be much more intense if it is played with Sweden WhatsApp Number List the different senses and if the reaction to a stimulus in one sense is combined with that generated in another. “You can offer superior experiences for consumers that work better than a single sensory stimulus, providing a great competitive advantage,” explained Gemma Calvert and Abhishek Pathak, from the Institute on Asian Consumer Insight, as reported by Warc. The two experts have just published an analysis in which they defend the potential of multisensory marketing, which is, ultimately, the future of relationships between brands and consumers.
Multisensory marketing plays with much more complete and complex experiences when it comes to tracing stimuli that reach the consumer. The user not only smells what the brand wants him to perceive, but also receives a much more complete experience in which his eyes also play (using color ranges that reinforce what is transmitted by smell), hearing or even touch . The effects of multisensory marketing go beyond simply seeing an image and receiving the message.
The Calvert and Pathak report starts from a complex starting point: consumers receive an average of 200 visual advertising messages a day, which has reduced their response power to this type of stimulus. Consumers no longer see them. Furthermore, the response margin to these images is very short. The consumer’s brain analyzes them in a few milliseconds and makes decisions about them in that record time. Betting on images has therefore become much less effective.
Faced with the limited impact of images, the rest of the senses have a much broader influence on the consumer, either consciously, because they know they are being exposed to these specific issues, or subconsciously, since they are part of the so to speak atmosphere that surrounds them. Sound, taste, smell or touch have, they point out, a great influence on people’s perception. And, above all, they have it at the subconscious level of the brain, that section in which all brands want to enter and where they want to be processed because this way they achieve a greater permanence in the memories of consumers. All the senses are important
And although some elements seem easily compressible, such as betting on certain fragrances or certain sound stimuli, the truth is that you do not have to stay alone with it. The other senses can also play: the packaging can have a special texture or generate specific sensations (for example, being more or less heavy) and the product itself can enter the realm of the senses (with crispier French fries, for example).
One of the latest examples of large-scale multi-sensory marketing was The Singleton Sensorium, a kind of immersive bar in London where visitors had to sample The Singleton of Dufftow whiskey in different settings and score the experience.
It was drank in three different rooms (of three different tones: red, green and brown) and in each one of them all the sensory stimuli that were received changed, from the visual to the smell or the sounds. Each of them played with one of the main flavor notes of the product and thus managed to highlight it. The experience served to test on a large scale by the winery behind the product (Diageo) how the environment changed the relationship of the consumer with the specific product. The tests also confirmed that some stimuli improved the flavor of the product itself by 20%.