Digital brands add haptical touchpoints

Sensory marketing

Sensory marketing is especially interesting for brands, since the memories associated with the brand are crucial in the decision process whether to use the brand again in the future. Also with these extraordinary consumer experiences lasting impressions of the brand are made in the customer’s mind. The majority of people stated that experiential marketing had a positive effect on their opinion of the brand. Experiential marketing tactics are part of event marketing, where the consumer can get in touch with the product and see it in action. The tactics of sensory marketing can open a lot of new opportunities to be differentiated from the competitors and stand out from the crowd for the consumers. Engaging the consumers with all senses in unexpected ways can lead to a huge success in a campaign if the parameters are chosen wisely according to the personality and attributes of the brand.

What are the senses?

Our five senses – smell, vision, touch, taste and hearing – accompany us throughout our whole life. They connect us to the world and our surroundings. They have the power to evoke not only positive emotions, but also evoke memories. Visual input, as moving images and pictures are, are processed in the cortex, which is the part of the brain responsible for thoughts and actions. The limbic system, a big network of nerves in our brain, processes smell and taste inputs, that are responsible for a big part of emotions and memories. Especially these senses are able to make a brand stand out more to a consumer and affect their purchasing behaviour positively.

Digital brands add haptical touchpoints

In the last few months a lot of digital companies, such as Amazon, Etsy or Zalando, are trying to get their foot into brick-and-mortar locations in order to give the consumer a better haptical experience. This physical and touch-element in the brand journey has become more important again lately to stand out from the crowd, where online shops are more present than ever.

Another innovation in the store concept comes from the swedish organic start-up Wheelys that started with organic and sustainable bicycle vendor stands. They opened a store in Shanghai that operates staff-less (apart from the few employees that are restocking the shelves). The customers pay via app and can shop without any lines.

The retail store of Amazon is gaining a lot of attention, but the sensory experience will meet the customer somewhere else. They were able to create a new experience with Amazon’s Echo and add a new touchpoint within the customer journey. This additionally adds brand value, as Alexa, the app that speaks to the user and who gives information about e.g. weather and news, to the user, is now talking to the consumers and gives therefore Amazon as the first retail ever a voice.

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