Sensory Marketing Advertising and Communication Management Manon Raulet, Sra Vpenkov Directory 1. Introduction to sensory marketing 2. Case study : Nature et Dcouvertes a) Presentation of the brand b) Marketing mix c) Retail experience 3. Conclusion Introduction Supply > Demand Source of differenciation Sollicitation of five senses E-business competition Emotions Experience Video Authority Reciprocity Consistency https://www.youtube.com/watch?v=duDNbKWEy5M Case study: Nature et Dcouvertes Created in 1990 in France Implanted in urban area 83 shops 6 millions of annual customers Mission: offer to the general public a draft of oxygen and escape towards the nature through books and products of well-being and discovery. Supply Product Organic gardening and Wellness (organic cosmetic, essential oil, massage, luminotherapy, parfumes) Hiking, toys, lifestyle of the house (decoration, candles) Teas, jewels-Discovering, sciences, music and nature sounds of the world Marketing mix Retail Experience Sight Store atmosphere: forest (stones, wood, trees) Stroll Diffuse and warm light Products arranged on different heights Window dressing is change every month Feeling of being outside under a tree top Touch For every product is a tester available Sofas and instruments of massage are presented Excites the spirit of adventure Oasis of relaxing for shopping breaks Interactivity Stimulate the impulse of buying Taste & Smell Herb teas are always available Forest soil smell Candles, perfumes, Oils, incense comfortable sensations Hearing Birds twitter Relaxing music relaxing atmosphere feeling of being outside Conclusion N & D Since 2001, sales increase on average 7% per year and reach 180,7 million euros in 2008 In three months the rate of conversion visitor/buyer increased from 20 to 30% and the average basket increased by 10% The influences of sensory marketing at purchasing decisions is not proved Companies still insecure to invest in sensory marketing Limits of Sensory Marketing Exclusion Kind of music No abuse Too much perfume Too much light, noise Pollution for employees and customers Resources LSA, 07 janvier 2011, Alain Charrier, Marie-Hlne Nougaret, Christine Riste, Marketing des sens : jusqu'o faut-il aller ? Pour mieux comprendre comment on vous influence : 100 petites expriences, Psychologie du consommateur - Nicolas Guguen - May 2011 What sensory marketing for your pharmacy ? by optima pharma on 30 May 2015 Thank you for your attention