Sensory Marketing
The impact of globalization, technological innovations, markets connections and the constant changes processes highlight the challenges of daily business. In this context, establish a emotional connection is an important strategic element of marketing, in order to gain and maintain relationships between organizations and their customers (Gomes and Abi-Saber 2008). The importance lies in the possibility of the company differentiate itself in a situation as competitiveness. Realizing that, organizations are trying to act in the emotions sphere, hoping to create a unique bond with the consumer (McKinley 2009). To do so, according to Schmitt and Simonson (1998), called the Sensory Marketing, instead of using strategies that explore the logical and rational dimensions of the product (features, quality and price), aims to entice consumers. It aims the production of messages that reach the right hemisphere of the human brain (emotion), as opposed to messages that affect the left hemisphere (right).
According to Sanches (2002), a while ago, all the sale calls made use of vision as the sense employed by marketing strategists. This preference is justified by the fact that over 70% of human perception is based on the vision. It is no coincidence they use colors as an important choice, as well as lighting and arrangement of the shelves. The first evaluation of the place of sale is made by the eyes, the appearance is determinant when deciding what to buy. However, human beings have four other senses that can be as efficient as calling the customer through the eyes.
Pictures, sounds, smells, tastes and all experiences not only do they stimulate the senses, but also strong memories. Appeal to the 5 senses allows the construction of a “personality” for each brand, able to not only provide comfort, but to make consumers remember a shop, even when away from her!
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