Sensory marketing is a way to stimulate sensations that can affect consumer perceptions, increasing their desire to stay in a place, test a product or consume more. Its objective is to show, through the strategies that are created for the brand, what the product or service can best offer through experience.
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More than a trend, sensory marketing has become a necessity for companies that are concerned with providing a unique experience to the consumer. That is why there is so much talk about Customer Experience – market niche created to explore this relationship.
When a customer has a good experience with the brand, this can reach other people and the same can happen if sensory marketing actions are poorly executed.
By understanding this consumer as a person who has physical needs, emotions, dreams, desires and ideals, the organization can implement several benefits of sensorial marketing in the work routine, such as the development of an emotional connection, proximity to people, customer loyalty , positive reinforcement of branding and creation of bonds with consumers.
How to apply sensory marketing in digital environments?
The challenge of applying sensory marketing in the digital environment is much greater, since the public cannot feel or touch the product. But, there are some actions that can help in this process:
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- Make detailed descriptions about the product, with creative texts that can sharpen the customer's imagination;
- Invest in the sense of vision with well-produced images and videos that bring the product in its best conditions and angles to stimulate the purchase;
- E-commerce needs to be fast loading, easy to buy and pay and the layout needs to be built based on the company's visual identity;
- The person may not hear the attendant's voice, but he needs to be engaged and, in that case, voice features can be triggered.
A company does not only need to exist in the physical or digital environment. It is necessary to have an integration of the two so that it is in the consumer's mind and remembered, with the aim of retaining customers who speak well of it.
