A multi-sensory brand experience generates certain beliefs, feelings, thoughts and opinions to create a brandgon image in the consumer's mind.
In an environment flooded with sights and sounds, advertisers that are competing for the attention of consumers are resorting to more emotional senses such as touch, taste, and smell.
Now they’re becoming multidimensional conversations, with products finding their own voices and consumers responding viscerally and subconsciously to them.” [7] Aradhna Krishna (2011), has given a conceptual framework of Sensory Marketing, according to which the process of sensory marketing starts with the presence of stimuli in the shopping environment of the customer; this stimuli is then absorbed by the five sensations of the consumer which are Visual, Atmospheric, Tactile, Auditory and Gastronomic.
[4] Sensory branding is used to create an atmosphere that encourages the customer to pay money and can be influenced by sight, noise, touch, taste and smell.
With the contemporary shopper being inspired by a unique range of experiential shopping environments, owners or designers are heavily concerned with market strategies driven to satisfy the consumers, or “sensation seekers”, desire, perception and satisfaction needs.
Theoretical explanations of the causes of sensory marketing are often connected to concepts like priming, crossmodal correspondences or sensation transference.
Firms or brands utilize this sense in order to establish its identity and ultimately create a sight experience for an individual.
Successful packages are those that can convey a combination of emotional and functional attributes such as numerous wine, spirits or beer bottles, which have a connecting story or myth.
On a bottle of Mystery Cliffs, a French Chardonnay, a label from 1997 shows the high rocky coast of California with a lone pine standing out on a ledge.
Marriott Hotel's new 'Teleporter' is a great example: Where interested customers can use a pair of virtual reality glasses to see sights of potential travel destinations.
Since the early twentieth century, sound has been applied in mass marketing, to create awareness about a firm and its products mainly in television and radio.
We also use identify ourselves through the use of sounds, mainly music, which is why many brands and firms spend immense amounts of time and money to associate the right song or jingle with their product and build a stronger identity.
[19] When these molecules trigger the receptors, an electrical signal is sent to brain areas like the limbic system known to modulate memory, thoughts and emotions.
Its for this reason that our sense of smell plays an important role in the physiological effects of mood, stress, and working capacity.
There are about 20 scent-marketing companies in the world, collectively worth around $80 million, says Harald Vogt, co-founder of the Scent Marketing Institute in Scarsdale, New York.
The distinctive aroma was blended into the flight attendants' perfume, into the hot towels served before take off and even made sure the whole plane had a hint of the smell.
The Swedish food retail store delivered grocery bags to households containing bread, beverages, sandwich spread and fruits.
Tactile marketing can be facilitated by different sense expressions such as material and surface, temperature and weight and form and steadiness.
Starbucks' philosophy is to give satisfaction to consumers not only in realms of taste, but also olfactory, visual, tactile, and auditory sense.
In order to pursue such goals, Starbucks is making an effort to consistently create a sound, perfume, font, and taste that can appeal to consumers.
Stefan Floridian Waters formed the scent in the flight attendants' perfume, was blended into the hot towels served before take off and generally permeated the entire fleet of Singapore Airlines planes.
According to Khan (2014), the stores are intentionally designed from a multi-sensory point of view to get consumers to buy products: Olfactory: Human beings can remember about 10,000 distinct odors that can trigger important memories that take us back to childhood.
A & F, knowing who they want in store, spray doses of their men's fragrance “Fierce”, which they deem to be “packed with confidence and a bold masculine attitude” aligning with image of their intended demographic.
Their brand image of a “classic, good looking and cool” teen is therefore associated with the fragrance and store, creating a “self-fulfilling prophecy for male clientele”, the notion that the receiving demographic can be like the A & F models and staff (Khan, 2014).
[23] Visual: They market beautiful people, which albeit controversial, is scientifically viable as there is a symmetry and averageness of features that is associated with attractiveness is faces.
In associating these desired people with products A & F sell, they create an unknowing arousal and induce a pleasurable experience of the brand (Khan, 2014).
[23] Aural: Music can help regulate emotions, affect moods, physical heart rate and increase physiological arousal.
In a service similar to a spa treatment, consumers pay in order to submerge their feet into a pond or a tub teeming with so-called doctor fish or Garra rufa .
While the sensation is very strange at first—and the thought of thousands of tiny fish nibbling away at one’s feet is eerie, to say the least—most people who try it find the experience soothing and rejuvenating after they get over their initial apprehensions.