HOW THE RETAIL INDUSTRY CAN USE SENSORY CUES AS A PROMOTIONAL ADVANTAGE

People everywhere are drowning in information. So, brands are now competing ferociously for consumers’ attention. And thus, in this economy of attention rises new marketing methods to dominate the competitive landscape.

Targeting the unconscious triggers and impulses that appeal to the foundational senses turned out to be an effective marketing strategy. As most decisions are made subconsciously. Thus, came the subtler approach to marketing as opposed to the massive amount of advertising messages that consumers are bombarded with on a daily basis.

According to several studies, consumer perceptions, judgments, and behaviours are altered and influenced by sensory-stimulated marketing methods. These types of marketing techniques heavily rely on engaging the senses and active participation of the customer with the brand to boost engagement.

Consequently, perception affects emotions which in turn influence attitude and ultimately customer behaviour.  Hence, using such marketing strategies based on this paradigm, marketers are able to customize their products in order to influence buying patterns.

For instance, in retail stores, the kid’s section often used sight and sound to persuade kids to navigate the area. And, it is often the wayfinding design that also mirrors the same path, resulting in customer engagement on multiple levels.

Furthermore, scent or music can be used as sensory marketing tools which shape good experiences into great ones. And with increasingly vivid and inclusive sensory strategies, brands can distinguish themselves better and express their value by targeting both cognitive and emotional aspects and appeal to the masses while simultaneously setting themselves apart in the competitive landscape. That leads to shaping a strong brand identity.

The importance of brand identity in the formation of a brand cannot be overstated. It’s what gives it the necessary competitive edge. Different attributes and diverse components compose brand identity, exist on a spectrum that provides the brand a unique edge. Giving it the opportunity to set itself apart in a saturated market and put emphasis on differentiation, mutual communication, and diversity.

It is often seen that quality, customer happiness, and loyalty are now equally crucial for marketing to be effective because they are all tied to the customer experience and expectations. And as the business scales, it turns into a play of high-risk high reward where the smallest changes can result in a widespread ripple.

The aim of sensory marketing is to generate deep emotions, making people feel connected to the brand itself, making customer loyalty stronger. Because, when the product or service is enjoyable and, fits the customer’s requirements then the brand has a long way ahead.

The effectiveness of implementing sensory marketing is beyond measure as it goes beyond the conventional means to persuade the audience hence, it is most plausible than the rest of the marketing techniques.  

By focusing on sensorial marketing coupled with a great and functional space design, companies gain a competitive advantage in the form of highly sculpted identities, striking the perfect balance between economic and value, and boosting profit simultaneously.