<p>How the food industry can use sensory marketing as a promotional advantage?</p>

How the food industry can use sensory marketing as a promotional advantage?

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Research question: How do the utilization of the human senses affect the customers' shopping experience within e-commerce? Purpose: The purpose is to describe how brands within e-commerce can create an enhanced shopping experience for its customers. Method: Cross-sectional design, semi-structured in-depth interviews Conclusion: The study revealed that in order to create an enhanced shopping experience for its customers, brands within e-commerce should treat the shopping experience as extended, which enables stimulation of multiple senses.

Syfte: Syftet med rapporten är att undersöka hur man skapar en varumärkesstrategi som fungerar från affärsidé ner till köpsituation. Vad görs idag för att uppnå en ideal upplevelse i butik och vad är gängse synsätt på hur kommunikationen ska utformas i denna kanal? Vidare är syftet att få en djupare förståelse för hur begreppen Emotional Branding, Experience Branding och Sensory Marketing bör sammankopplas och vad det kan tillföra ett varumärke inom retail. Hur kan åtråvärda upplevelser inom dagligvaruhandeln, en plattform som bör fungerar som en förlängd arm till varumärkets strategi, bidra till att bygga starka och känsloladdade relationer till sina kunder? Metodologi: Studien utgår från ett hermeneutiskt synsätt, bygger på en kvalitativt kvalitativ forskningsmetod och har en deduktiv ansats. Studier av sekundärdata har först genomförts för att sedan undersöka empirin med hjälp av intervjuer som metod för datainsamling. Teori: Teorin bygger på en samling begrepp som förklaras och definieras – Brand, Branding, Emotional Branding, Experience Marketing, Sensory Marketing. Vidare kopplas begreppen till retaillandsskapet, som är en avgränsning för studien.   Empiri: Empirin utgörs av en första del bestående av ett tidigare utfört exempel av en forskare med stora kunskaper inom ämnet, vilket ämnas ska kunna visa på hur begreppet Sensory Marketing kan fungera i praktiken och vad det kan bidra med. Andra delen av empiriavsnittet består av tio intervjuer, med informanter som kategoriseras antingen som marknadsföringsstrateger eller butikschefer inom dagligvaruhandeln. Detta för att få två olika synvinklar på ämnet. Analys: i analysen ämnar forskarna återkoppla empirin med teorin. Diskussion: i denna del diskuteras ämnet i ett vidare sammanhang. Slutsats: studien visar att de teoretiska begreppen som behandlas kan bidra med att stärka varumärket och knyta starkare band till konsumenter. Informanterna, uppdelat i marknadsföringsstrateger respektive butikschefer, är ense om att kunden söker mer än vad butiksmiljön erbjuder och att införlivandet av nya marknadsföringsmetoder inte sker, sinnesmarknadsföring specifikt i detta fall. Det tycks finnas ett gap där marknadsföringsstrategerna ser detta som en missad möjlighet och butikscheferna anser sig vilja utveckla upplevelsen men inte har kunskapen att göra detta.

Syfte: I denna studie har vi undersökt hur Tolv Stockholm använder sig av sinnesmarknadsföring för att skapa en upplevelse och om det har den önskade effekten på besökarna. Metod: Denna kvalitativa studie baseras på primär och sekundär data. Vi har intervjuat anställda som jobbar både på och för Tolv Stockholm för att få deras perspektiv. Sedan har vi utfört observationer för att avgöra om besökarnas upplevelser stämmer överens med Tolv Stockholms intentioner. Referensram: Tidigare forskning och teorier menar att sinnena spelar en stor på våra upplevelser. Dessa kan påverkas av de som producerar upplevelserna genom till exempel belysning, musik och doft. Resultat &amp; Slutsats: Många av de sinnesintryck som Tolv Stockholm arbetar med får den önskade effekten hos deras besökare. Vi anser dock att de har gjort en lite miss vad gäller samspel av musik och belysning. Detta gäller även den doft som de menar att de designat, men som inte uppfattades i observationerna. / Purpose: In this study, we investigated how Tolv Stockholm uses sensory marketing to create an experience and if it has the desired effect. Method: This qualitative study is based on primary and secondary data. We have interviewed those who work with Tolv Stockholm to get their perspective. Afterwards we performed observations to determine whether the visitor's experience is consistent with Tolv Stockholm's intentions. Frame of reference: Previous research and theories argue that the senses play a huge role in our experiences. These can be influenced by those who produce experiences through, for example, lighting, music and scent. Result &amp; Conclusion: Many of the sensory inputs that Tolv Stockholm works with have the desired effect on their visitors. However, we feel that they have made an oversight when it comes to the interaction of music and lighting. This is also applies to the scent that they believe that they have designed, but was not noticed in the observations.

E-handeln har visat sig vara en av de mest fortlöpande och slagkraftiga förändringskrafterna. Detta kan bero på att möjligheter inom köpande, försäljning, betalning och informationssökning finns lättillgängligt på Internet. Konsumtionen av varor och tjänster kategoriseras av låga och höga värden för konsumenten, en sinnesupplevelse för konsumenten kan således anses utgå ifrån rationella och emotionella aspekter. Sinnesmarknadsföring grundar sig i att företag skapar sensationer som genom sinnesintryck kan leda till en sinnesupplevelse hos konsumenten. Stimulans av sinnena kan vara ledande för utvecklingen av konsumentbeteende och kan i sin tur resultera i konsumentupplevelser. Konsumentupplevelse definieras via positiva och negativa integrationer mellan företag och konsument.   Denna studie avser en kvalitativ forskning där vi vill beskriva konsumentupplevelsen inom e-handelsföretag, samt analysera konsumenters upplevelse av e-handel. Undersökningen har begränsats till ett undersökningsobjekt vilket är e-handelsföretaget Boozt.com. För att undersöka syftet med studien har tre fokusgrupper med konsumenter genomförts samt en intervju med företaget. Studien kan slutligen belysa hur och med vilka sinnen e-handelsföretaget Boozt arbetar medvetet respektive omedvetet med, samt hur konsumenterna upplever detta. / E-commerce has proven to be one of the most continuous and powerful forces of change. This may be due to the fact that opportunities within purchases, sales, payments and information are easily accessible online. The consumption of products and services is categorised by low and high values for the consumer, and therefore a sensory experience may be based on rational and emotional aspects. Sensory marketing is achieved by companies creating sensations through sensory input, which can lead to a sensory experience for the consumer. Stimulation of the senses can be the leading factor in developing consumer behaviour, which may result in consumer experiences. Consumer experiences are defined by positive and negative integration between business and consumer. This study aims to present qualitative research where we want to describe the consumer experience in E-commerce, and to analyse the consumer experience within Ecommerce. The investigation was limited to one example object, this being the E-commerce company Boozt.com. To further examine the purpose of the study three focus groups with consumers have been conducted, as well as an interview with the company. The results of the study will illustrate how and which senses the E-commerce company Boozt.com are using, whether it be consciously or unconsciously, as well as describe how consumers experience them.

Marketers often extend product lines by introducing slight variations of existing products (e.g., there are 53 varieties of Crest toothpaste, 15 varieties of Cheerios). As a result, consumers select from assortments containing relatively similar options. Unfortunately, consumers sometimes fail to differentiate among options, and instead consider the different options as similar and choose. Consequently, prior research shows that selecting from choice sets containing relatively similar options can sometimes lead to negative consequences such as decreased satisfaction. In light of these negative consequences, and given the frequency with which consumers choose from sets of similar options, it becomes important to identify interventions that can be used to optimize option differentiation (i.e., to optimize the perceived difference between two similar options or the perceived variety in an assortment). This dissertation proposes that incidental muscular sensations that consumers encounter while performing regular marketplace activities can serve as one such sensory based intervention. Drawing on theories related to learned associations and classical conditioning, it is proposed that because individuals experience high intensity muscular contractions concurrently with threat/danger, these muscular contractions and the responses they facilitate (i.e., self-protective reflexes) become linked. Through classical conditioning, high (vs. low) intensity incidental muscular sensations eventually activate self-protective reflexes in the absence of any threat or danger. Once activated, self-protective reflexes lead to increased perceptual sensitivity and discriminatory ability, and a sense of unconscious vigilance. Six studies show that the enhanced perceptual sensitivity and unconscious vigilance that result from high (vs. low) intensity muscular sensations optimize option differentiation, and can help to offset the decreased satisfaction that is sometimes associated with choosing from relatively similar options. Theoretical and managerial implications are discussed.

The competition within the retail industry enters a white-hot stage. In order to please customers, retailers are using variable methods to strive for market shares. Creating pleasant physical environment where customers enjoy coming to (Georges Olivereau in Engel 2010), plays a vital part in determining customers‟ satisfactions, their visit duration and intention to revisit the store (Turley and Fugate 1992), helping retailers to differentiate and providing brand experience. Consequently, new marketing technique has emerged, sensory marketing, which stimulates the five organs of human (visual, sound, scent, touch and taste).The authors of this thesis will answer why and how sensory marketing should be used in stores. The purpose is to find the reasons as well as the circumstances sensory marketing should be used and implemented properly to create a coherent sensory atmosphere that would benefit the retailers. Professionals‟ recommendations as well as the case of the French retailer Nature &amp; Découvertes who successfully applies the five senses into the store atmosphere, will be used to answer these questions.At the end of this thesis, the authors summarise the motives and the different aspects to take into account when implementing sensory atmosphere inside a synthetic model (Figure 20). Four steps are described as well as the potential benefits for the retailers.

The purpose is to outline and discuss how natural cosmetics companies succeed in creating desire for their products by implementing sensory marketing in their outlets in France and how the sensory marketing impacts differently on French women depending on their generation.Theory: The concept of branding and especially sensory branding introduces the strategy based on sensory marketing. A detailed description is given for each human sense about their characteristics, their importance in the buying process and their role to attract customers.Method: Our research consists in the elaboration and the administration of a questionnaire for French women between 15 and 50. After using secondary data and assuming hypotheses, the questionnaire enables to revise or not the theory and was built according to observations that have been made in natural cosmetics shops.Conclusion: Sensory marketing impacts consumers differently whether they belong to the generation X or to the generation Y. The same stimulus leads to different behaviours and different levels of sensitiveness. The generation X is greatly sensitive to touch while the smell impacts significantly the generation Y. Overall, both generations are influenced by a pleasant environment in which they spend more time and which increases their desire to purchase.Some companies can take advantage of these findings to implement efficient sensory practices in their outlet, affecting accurately the target generation.