We, human beings, we need to put ourselves in relation to the product from different angles innovators to participate in its research and revelation of the brand “live” close personal experiences to the imagination. We experience the world through the senses, and it is through them between the knowledge in our brain and the memory of a brand .
Today, consumers do not look at just the price of a product, but also and above all the experience it offers in its acquisition and throughout its consumption, that is to say if the product or service provides a pleasant experience and the consumer identifies with it.
Starting from the idea that the client is constantly trying to perceive colors, shapes, sounds, smells, tactile and visual sensations, more and more companies are integrating actions sensory marketing in their communication strategy from advertising campaigns to the experience in the point of sale, whether through sound, light or virtual interaction, managing that consumers live a pleasant experience, identifies and recognizes the brand.
Base from a research human being remembers 5% that he sees, 2% of what he hears, 1% of what it touches, and 35% of what he feels (smells).
Music is a key element for the creation of the image point of sale and the brand identity. A good strategy musical store can positively influence customer behavior, stimulating its activity or increasing its residence time to increase sales implicitly.
Marketing auditory based on studies that determine the importance of specific type of music for a specific type of customer. Every musical style brings a different energy level for a separate public. It is generally segment by age, gender and industry. Companies like Starbucks sell CD music they reproduce in their schools, and the vast majority of fashion boutiques use music in agreement with the Target.
Starting from the idea that young people are defined by a type of music they listen to and the kind of clothes they wear, DDB Singapore has installed a few shops changing rooms with music technology RFID identifies each garment likening it to a style of music.
“The image is light.” Marketing light born from the concept of point of sale. Lighting plays a fundamental role in the organization of space, starting from the window in every corner of the shop.
The intensity of the light, color, position, direction, and combination with architectural elements such as mirrors, columns, brackets, light are marketing an inexhaustible resource for attention, influence state of mind and create fantastic atmospheres to interact with the brand.
Appeared to be the last, and he who knows the fastest evolution: The storefronts like some shops like Diesel, locker rooms and virtual interactive or TopShop Makeup Shiseido is an example of what marketing can offer Interactive. The goal is to create in-store experience.
The goal of any marketing or companion promotional activity at the point of sale, display or other is to generate store traffic. The tendency to analyze the results of marketing campaigns solely through sales can lead to erroneous conclusions.
Knowing how traffic behaves customers (how to spend face outlet, how fit, how long they stay, what hours, where they will pass…) is essential both for the results of a campaign as for the implementation of measures in the operative outlets.
Retail Intelligence tools to analyze the effectiveness of marketing campaigns in the point of sale , the attraction showcases & display, hot areas and less transited, and even the involvement of employees and potential of each shop untapped.
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