II. The sensory marketing and the five senses

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1 Sensory Marketing Hello everybody, I'm going to speak about the sensory marketing. Firstly, I will explain what is this new trend, then I will present the use of this 5 senses. I) What is this new trend? It is Aristide Boucicaut, the first, which conceptualized the sensory marketing and put it into the «Bon Marché», at the end of the XIXe century. For him, the consumer was to be able to touch, see and feel, in a sounder environment. After this first apparition, it was the scenarisation of all the Parisian department stores.. Then, the idea of stimulation of the consumer by the sensory is related to the development of the consumer society For Kotler, a marketing specialist, it was fundamental to take into account new components. It approached already topics such as the atmosphere of the points of sale through its colors, its music, its odors, its lighting and stressed the growing importance of these elements. the goal is to make pleasant moment to the customer in order to incite it to buy and return. Five types of sensory marketing are counted which correspond to each of the five directions of the man: visual marketing, sound marketing, olfactive marketing, gustatory marketing and tactile marketing. Like very good process with lucrative vocation, sensory marketing can be used in an abusive way and certain companies do not have any scruple to try to handle the consumer by this skew. Recent studies showed that the five directions were closely dependent. Today, one does not speak any more sensory marketing but of polysensoriality, namely that several directions are requested simultaneously Face to the evolution of the market, the concurential intensity and new waitings of the consumers, traditional marketing, from its analytical and rational processes, was not enough to apprehend these recent tendencies.

2 II. The sensory marketing and the five senses Visual marketing: it was the first requested direction and constituted a first approach of sensory marketing. People have, a nature's need for esthetism, beautiful. This culture of the beauty and the esthetism developed through the consumer society (publicity, mannequins ). The visual is omnipresent and plays in an unconscious way a dominating part of the act of purchase. The choice of a form, from a color, as well for a product as for a point of sale, will be determining and cause a cognitive, behavioral and emotional reaction in the consumer who will influence his perception. Visual is the first contact with the consumer, it acts of the direction more stimulated in the everyday life, this is why it asks a detailed attention and is developed by the whole of the companies. One can quote some examples of visual marketing: the giant screens Coca-Cola or Siemens in the centres town of the largest international metropolises such as London, New York, or Tokyo, or the heads of gondole of the rays of great surfaces arranged with the colors of the promotion of the week. The most recent tendency in term of visual marketing rests on the presence of a video space in the points of sale. Decathlon, for example, set up in some of its stores a video space where the customer can see sporting sequences intersected with promotional spots. Great surfaces present some their products using video screens. New technologies of flat-faced screens are today an effective means to support the sales and are an intangible proof of the evolution of visual marketing. Hearing marketing: The sound is a direction largely exploited since many years from where name sound marketing. A water noise which streams in a store which sells natural products, the background musics in great surfaces, the noise of a hair drier All these sound elements contribute to the identity of a product or a place and create a harmonic bond between those and the customer. One will note as well as a sound in particular will make it possible to inform the consumer about the functionality and the quality of a product and will influence its behavior. It was recently proven, in sound term of marketing, that the presence of a soft music in a point of sale encouraged the consumer to remain there longer. In the same way, a known piece of music of the customers will have a strong impact on the sums spent. Tests in stores were the specific expertise object. In the same point of sale, one diffused different musics during two weeks. A first week, one passed there from the songs often heard on the waves then one observed the behavior of the customers. During the second week, pieces of musics ignored of the public were diffused. The differences in behaviors from one week to another proved to be obvious. The first

3 week, the customers were more patient with the case, more pleasant at the time of requesting information from salesman. The second week, one could notice one duration of presence in the point of shorter sale, an unquestionable irritation with the case and a kindness limited near the personnel. Another example to mark the impact of the types of music on the emotional, cognitive and behavioral reactions of the consumers: a music pop rock'n'roll in a store of video games will have a role of stimulative for the customer and will contribute to environment, and thus to the identity of the store. Moreover, in term of marketing sound and intrinsic characteristics with the products, one notices that the car manufacturers analyze and track for example squeakings of doors. Certain experts designers have as a function to improve accoustics of an engine or a slapping of door to make it more pleasant to the ears consumers. At Audi, an expert occupies the function ear, it is thus charged with creating the acoustic identity of the mark to the rings. The development of sonority is crucial, because the driver must find in what it hears the motivations of its choice, one at Audi explains. Sound marketing is from now on a factor of differentiation and fundamental positioning for very undertaken encircled by an intense competing environment. Olfactory marketing: An odor of Petri bread to the furnace while passing in front of your preferred bakery the morning, of fried at the entry of the Mc Donald' S, all these perfumes will encouraged you to buy. It is in the nature of the man to be sensitive to the various odors. Moreover, the man with the capacity to distinguish nearly 4000 different perfumes and this, as of childhood: the young child distinguishes the odors before even being able to perceive the colors, the noises and other sounds and textures. As much to say that the olfactive factors have a major role and is omnipresent in our daily newspaper. It is accordingly that the experts and the inlayers undertook to exploit the sense of smell to differentiate and propose the various products or points of sale: olfactive marketing had been born. Olfactive marketing is impossible to circumvent for a point of sale. It goes without saying that if a store leaves to the consumer an unpleasant odor, it will surely not return there. On the contrary, if the diffused perfume sensitizes the consumer in a positive way, it will tend to remain longer and to more appreciate the products which are sold there. This is why, the distributors started to exploit the seam of olfactive marketing and integrate more and more in their concepts of stores, a dimension calling upon the sense of smell. One can quote the example of the E.Leclerc ensign which diffuses air iodized in its ray Fish shop to point out the air broad and of the perfumes of products of season on the level of the Fruit and Vegetables. With regard to the stores of the sign Lafayette Galleries, one rather chose to diffuse a scent serving as olfactive slope to guide the customers through the store. Another example: Natural and Discovered its concept of store based on the bases of sensory marketing and integrates the olfactive factors like genuine tool of incentive into the dawdling or the purchase: one will thus diffuse a scent of scented

4 candles, incense or of tea in order to visit pleasant of a customer. The sense of smell is thus requested permanently. In addition, the odor is unconditional products in themselves: lately a company specialized in the production and the marketing of the whisky worked out a olfactive packaging, namely that the bottle was designed of measurement to make it possible to the consumers to feel and apprehend the product without having to taste it. Thus, the sense of smell of the consumer is the subject of complex expertises today in order to detect the perfumes and fragrances of tomorrow which will support the act of purchase. Gustatory marketing: One knew gustatory marketing through various tastings which could take place on a point of sale. One tested of all; orange juice, coffee...among the whole of the directions requested through marketing, the taste is appreciably developed the least, because more difficult to set up and to apprehend. Nevertheless, the objective will be the same one as for the other directions, namely to reassure the consumer on qualities of the product and to bring a dimension of pleasure to him. Today, the concept of gustatory marketing largely evolved. It goes without saying that the taste is a direction only requested within the framework of the foodstuffs and relates to intrinsic qualities of these same products. At the present time, of the specialists are formed in order to detect savours which like the greatest number and this, with an aim of optimizing the sales of a product. The companies have just foreseen the potential of the taste and uses it from now on at ends of differentiation and strategic positioning. It however persists a considerable limit; the tastes differ largely from one individual to another, as underlines it the popular expression each one its tastes. And it is there all the difficulty of gustatory marketing. Indeed, the taste is a not easily generalizable factor. A pleasant taste for somebody can be completely unbearable for another. In the same way, the internationalization and the development of the multinationals force the specialists in gustatory marketing to adapt to the various identities and cultures of the countries. The culture influences considerably the gustatory perceptions and appreciations. The example of spices is striking: indeed, it will be noted that, for the Maghreb countries, they are indissociable of their culinary culture, while, for a country like France for example, these ingredients are little appreciated and more run up against the taste buds. The use of gustatory marketing is thus very delicate and requires a sociological culture controlled in order to avoid any error in term of strategy-country. Today, in the large schools re-elected in France and abroad are specialized in the marketing of the taste and train students with this recent sensory approach. The objective is to train the future leaders of the companies of the gastronomy and the wine to the cross cultures and the various techniques of gustatory marketing.

5 Tactile marketing: It contributes to create a certain familiarity and intimacy between the product and the consumer. The touch is one of the directions which progressed the most these last years. From now on, the catch in hand of a product became a fundamental gesture in the process of purchase. This tendency leads the industrialists to seek materials and forms which will answer waitings and tactile requirements of the consumers. Thus the inlayers launched the concept of marketing tactile. They research, a particular touch which is able to inform the consumer about qualities and the functions of a product. This last is in addition very sensitive to the matter of surfaces. Thus, a judicious choice of materials used must give desire for taking the product, to consume it. Tactile marketing is an essential component for a point of sale. The customer must feel accomodated and at ease in order to appreciate his visit and to keep a positive image of the store after his passage. In addition, the direct contact with a product must get a feeling of pleasure. This is why, the tactile factors have a considerable incidence on the emotional, cognitive and behavioral reactions and play in favour of the act of purchase. The pleasant feeling by cherishing your future settee In term of relation product-touch, one can quote the mark loan-with-to carry PRADA which had the idea to introduce small velvety fabric parts into the pockets of its trousers in order to get a reassuring feeling of comfort and softness. In the same way, the experts designers of the largest marks of car test the texture of the gear shift wheel or lever in order to get feelings in perfect adequacy with the model of the car and the public image. The packagings and other packing are also loans with tactile marketing and are seen more and more sophisticated in order to leave a pleasant feeling and to encourage the consumer to buy the product. Today, tactile marketing is in full evolution and of the qualified experts are with the research of the means most sophisticated to optimize the use of the touch mercantile ends. Conclusion: So, to conclude, in my opinion, the act of purchase and consumption cannot be regarded as a purely rational act.today, consumption is more emotional and the consumer, become poly-sensory, is from now on in the search of sensory and emotional stimulations. To my mind, the poly sensory marketing is one of the essantial way to success for a company. Do you have any question??