Sensory marketing is a type of impact on a customer through their feelings and emotions. In other words, it affects human organs such as taste, smell, sight, hearing, and touch. Like the other types of this industry, it aims to attract and retain customers, that is, increasing the number of sales. The main tasks of sensory marketing are improving customer mood, developing a reflex association with a brand, and a positive attitude towards products. The similarity with other types of influence is an increase in loyalty, a rise in customer confidence. Sensory marketing is divided into two kinds of power, direct and indirect. The direct impact is aroma marketing, tactile marketing, taste techniques, or what a person can touch or feel. The first parameter is most often used to form an associative smell in sales premises and products. The second point is related to the use of a specific invoice of goods or packaging. The third detail consists of various tastings or the use of products that leave an aftertaste. An indirect marketing influence features are visual and auditory imagery. They are based on the impact on the psyche, where a person needs to complement the image based on their own experience. Sensory marketing tries to obtain customer’s trust and loyalty through their feelings.
To illustrate how sensory marketing works, some examples of companies that influence different senses further will be presented. A great company is VISA, which provides services for conducting payment transactions. Since plastic cards cannot directly impact users, they found a way out in the use of an indirect parameter. Many people do not even think about such trifles as the sound of a completed operation. However, on a subconscious level, they feel protected and confident just after the signal is reproduced. In addition, the company has built positive associations with a specific sound and brand, which gives it a loyal user base. An example of direct influence is aroma marketing, used by companies like McDonald’s or Versace. The smell of McDonald’s is felt even on the street near the restaurant and evokes associations with the desired food. Additionally, clothing brands such as Versace use scents to promote their business. The consumer, entering the point of sale, should feel good; therefore, unobtrusive light music plays in the boutiques, there is a delicate brand aroma and a comfortable temperature. This technique allows a person to get pleasant emotions from the purchase and a desire to return to a favorable atmosphere again. There are many examples of the impact on consumer senses that companies use both individually and in combination.
Sensory marketing strategies are used depending on the type of product and its distribution channels. The coronavirus has impacted the industry by limiting its attraction because most cafes and shops have been temporarily closed. Companies can use indirect methods of influence, but I think that it will not work for everyone. For example, organizations like McDonald’s are based on taste associations, and a cheeseburger picture can stir up memories. In other words, a business can use different channels and generate income if pleasant associations are already formed in people’s heads. However, suppose the bakery has just opened, and the smell of the product has attracted several customers from the street. In that case, they will not be able to evoke an association by showing a picture of a muffin on TV or talking about the taste on the radio. Sensory marketing strategies will need to change if people already have significant brand associations.