Week 7- Perception

 Can marketers gain an advantage through consumer's sensory systems? 

Yes! Using our senses, marketers have been gaining an advantage through appealing to our vision, taste, smell, hearing, and touch. This type of marketing is called Sensory Marketing. 

Let's find sensory marketing examples for a few of our senses.

Vision

When I think of vision being used as a marketing tactic, I think of companies that offer an aesthetic. The first store that comes to mind is Apple stores. These store locations are very distinguishable and fit with the brand. Apple is known for its simple, sleek, and functional design. Stores are very similar to the products offered and are unique to other stores we might find at the mall. Apple is brightly lit with fluorescent lights, large windows that cover the front of the store, modern, simple displays and desks, and a very limited color palette. The stark white throughout the store suggests a clean, sterile environment, and leaves consumers with a positive feeling. 

Smell

I think smell may be the most impactful of the senses that marketers use. Smell offers a range of feelings from, calm and soothing, sultry, nostalgia, hunger, happiness, cleanliness, and so much more. The Westin hotel chain has a unique scent. The smell that is evident throughout the hotels is explained as vanilla, cedarwood, aloe, and ginger. The smell is very pleasant, I would say the smell made the hotel seem clean, and warm at the same time. 

Sound

Abercrombie is known for not only the very strong aroma wafting from store locations, but also the company is known for the very loud, upbeat music played throughout the stores as well. Walking into an Abercrombie store gives the sensation of almost walking into a club, perhaps to make the store seem more trendy similar to a fun night out. Other suggestions on the reason for the loud music would be to create an environment that some believe distracts customers from the prices, or creates rash decision making from customers causing them to buy more clothes.

The use of senses to create an environment or imagery that is appealing to customers is a smart decision by marketers. The use of sensory marketing defiantly differentiates brands and creates loyal, enthusiastic customers, as well as a unique experience.