Advertising and Communication Management
Manon Raulet, Sára Vápeníková

1.
Introduction to sensory marketing
2.
Case study : Nature et Découvertes a)
Presentation of the brand b)
Marketing mix c)
Retail experience
3.
Conclusion

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Supply > Demand
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Source of differenciation
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Sollicitation of five senses
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E-business competition
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Emotions
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Experience

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Authority
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Reciprocity
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Consistency https://www.youtube.com/watch?v=duDNbKWEy5M

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Created in 1990 in France
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Implanted in urban area
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83 shops
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6 millions of annual customers
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Mission: offer to the general public a draft of oxygen and escape towards the nature through books and products of well-being and discovery.

Product
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Organic gardening and Wellness
(organic cosmetic, essential oil, massage, luminotherapy, parfumes)
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Hiking, toys, lifestyle of the house
(decoration, candles)
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Teas, jewels-Discovering, sciences, music and nature sounds of the world

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Store atmosphere: forest
(stones, wood, trees)
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Stroll
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Diffuse and warm light
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Products arranged on different heights
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Window dressing is change every month
 Feeling of being outside under a tree top

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For every product is a tester available
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Sofas and instruments of massage are presented
 Excites the spirit of adventure
 Oasis of relaxing for shopping breaks
 Interactivity
 Stimulate the impulse of buying

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Herb teas are always available
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Forest soil smell
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Candles, perfumes, Oils, incense
 comfortable sensations

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Bird
´ s twitter
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Relaxing music
 relaxing atmosphere
 feeling of being outside

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Since 2001, sales increase on average 7% per year and reach
180,7 million euros in 2008
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In three months the rate of conversion visitor/buyer increased from 20 to 30% and the average basket increased by 10%
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The influences of sensory marketing at purchasing decisions is not proved
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Companies still insecure to invest in sensory marketing

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Exclusion
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Kind of music
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No abuse
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Too much perfume
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Too much light, noise
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Pollution for employees and customers

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LSA, 07 janvier 2011, Alain Charrier, Marie-Hélène
Nougaret, Christine Riste, Marketing des sens : jusqu'où faut-il aller ?
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Pour mieux comprendre comment on vous influence : 100
petites expériences, Psychologie du consommateur - Nicolas
Guéguen - May 2011
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What sensory marketing for your pharmacy ? by optima pharma on 30 May 2015