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Experiential Marketing

Experiential marketing is based on the fact that consumers are more and more searching for an experience that makes them go out of their routine, that makes them dream with sophisticated concepts, where aesthetic and ambient are omnipresent.

Sometimes the shopping experience can be even more interesting than the product itself.

Experiential wheel :

4 levers :

  • Surprise the consumer
  • Offer something extraordinary, special
  • Create a link with the consumers
  • Stimulate the 5 senses of the consumer
  • Smell
  • Taste
  • Touch
  • Sight
  • Hearing

Smell

The smell is directly connected with the brain and it has a strong emotional impact. It is also connected to the limbic system that is busy preserving the memories.

In some countries, it is not allowed to fool the consumer. For instance, in a shop of plastic sofas, it is not allowed to diffuse a leather smell regarding the law.

Touch

The touch is made by the sensory receptors. The goal using this sense is to get some pleasure or testing a function of a product.

Some people can not buy on Internet because they need to touch the product.

Taste

Concerning the taste, we focus less on the shopping experience but more on the consuming experience.

Sight

The sight is the more solicited sense of the consumer. Therefore the colors, the shapes and the shop display have a big influence on purchase decisions.

Hearing

The hearing also occupies a crucial role in the ambient of a shop. It’s a new concept that aims to get the consumer to recognize the brand through music or jingle. It has been proved that the music is an efficient tool to directly influence the consumer. For instance, depending the music, I can have the feeling to have spent more or less time in the shop.

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