HOW IS SENSORY MARKETING USED IN ONLINE STORES?

SENSORY MARKETING is not only the domain of stationary stores, various forms can also be seen on the internet. One of them is the music turned on automatically when you enter the website. This solution, extremely popular in the past, is now less common – as Patrycja Ogrodnik says in an interview with PayU – due to its annoying nature.

Another, definitely more effective element of SENSE MARKETING is the use of appropriate colors, corresponding to the nature of the page and the effect we want to achieve. An interesting fact is that they affect our feelings and emotions.

  • Yellow – is a color of joy, ideal for shops with children’s or tourism-related items.
  • Light blue – is a color suitable for traditionalists interested in buying clothes.
  • Orange and red – these are colors suitable for people with a spontaneous disposition, willing to use the promotion.
  • Green – is a color that reminds you of nature and safety, suitable for companies that want to inspire trust or related to organic products.
  • Navy blue – a color suitable for people who value honesty and stability, who manage their budget sparingly.
  • Black – this is a color of elegance and strength, ideal for websites with luxury goods.

SENSORY MARKETING is most effective if it has a positive effect on many of the client’s senses. As Walnut Unlimited research shows, 78% of respondents are willing to shop in a stationary store, instead of online, if the retail facility captivated them with its nice atmosphere. This kind of atmposphere is built using the latest solutions of IN-STORE MUSIC, SCENT MARKETING and DIGITAL SIGNAGE. SENSORY MARKETING tools, can create a unique, sensory brand logo and climate that affects both customer comfort and sales growth.

New LED screen in Libero Gallery

A large LED SCREEN with a size of 32 m2 was installed by our company IMS S.A. at the LIBERO GALLERY in Katowice. It is an ideal place to display advertising campaigns and an interesting CONTENT.

LED SCREEN with a size of 8m x 4m catches the eye with both high-quality image and large size. It displays advertising campaigns, the internal content of the Gallery and NEUTRAL CONTENT produced by IMS S.A.. This is another large LED screen installed and managed by IMS S.A. in a prestigious gallery in Poland.

Screens in shopping centers are installed by our company as part of the DIGITAL SIGNAGE service. We offer a perfect fit of equipment to technical requirements, place conditions and customer needs. The screens can display advertisements and various CONTENT types. IMS S.A. also offers both the production of advertisements and the CONTENT itself, as well as the sale of advertising time on audio and video media.

LIBERO GALLERY is a modern and friendly place with an offer of over 150 stores and service outlets, as well as the best restaurant zone in Silesia. It was created to feel comfortable, try cuisines from around the world, relax in the most modern cinema in Silesia, bowling center or fitness center.

IMS S.A. MARKETING SENSORYCZNY

The Recman brand chose IN-STORE MUSIC service from IMS S.A.

We are pleased to inform you that IMS S.A. has equipped the RECMAN showroom network with the IN-STORE MUSIC service. Our specialists have created a playlist with sophisticated, tailor-made music, ideally suited to the customers taste. It aims is to make buyers in RECMAN showrooms feel even more comfortable. In addition, its task is to create a unique, sensory logo corresponding to unique showrooms and the RECMAN brand range. The musical setting also refer to the fragrance dedicated to this brand (as part of the already implemented SCENT MARKETING service from IMS S.A.).

The IN-STORE MUSIC service consists in providing music ideally suited to the customers taste, as well as creating a pleasant atmosphere that increases sales. Dedicated playlists are prepared by professional music consultants who have listened to millions of songs and have extensive experience and knowledge in their work.

The RECMAN brand is synonyms of modern elegance and unique men’s fashion. This brand clothing and accessories are available in dozens of cities throughout Poland.

IMS S.A. dla marki Recman
Source: Recman

Sky Tower and Arkady Wroclawskie enriched their sensory setting with SCENT MARKETING

SKY TOWER in Wroclaw and ARKADY WROCLAWSKIE  shopping center joined the group of clients of IMS S.A., who use the SCENT MARKETING service.  Devices that fill the common areas of the Shopping Center and the SKY TOWER viewpoint with special, dedicated fragrances, were installed in these facillities. The service also covers toilet lines.

We are very pleased that the group of clients of IMS S.A. wanting to create a sensory logo and an even more pleasant atmosphere in their facilities, is constantly growing. The SCENT MARKETING service consists in matching the brand and place of sale with an appropriate, tailor-made fragrance associated with the brand which make time spent in the facility more pleasant.

ARKADY WROCLAWSKIE is a unique shopping and service complex located in the center of Wroclaw. SKY TOWER is the tallest building in Wroclaw, which has been designed to delight and provide residents with the highest comfort.

Sky Tower Wroclaw, source: Develia
Sky Tower Wroclaw, source: Develia
Sky Tower Wrocław
Sky Tower Wroclaw, source: Develia
Sky Tower Wrocław
Sky Tower Wroclaw, source: Develia
Arkady Wrocławskie Wrocław
Arkady Wrocławskie Wroclaw, source: Develia

The Academy of Senses in Krakow was another success of the IMS S.A.

A lot of surprising and extremely interesting knowledge in the field of SENSORY MARKETING was presented during the fifth edition of the ACADEMY OF SENSES conference. It took place on September 25, in a historic, former factory building from the 19th century – BROWAR LUBICZ in the center of Krakow. Lectures that enjoyed great interest, especially among participants from the retail and real estate industries, were organized by IMS S.A. Participants took active part in numerous quizzes and competitions, and the meeting was full of inspiration.

The conference was led by experts in the field of SCENT MARKETING, IN-STORE MUSIC AND DIGITAL SIGNAGE: Wojciech Grendziński – Vice President of the Management Board of IMS S.A, Patryk Wierniuk – Head of Business Development IMS S.A., Wojciech Piwocki – Vice President of the Management Board of IMS S.A. and Tomasz Sierankowski – Member of the Board of Mood Factory Sp. z o.o. They told, among others about how smell, sound and image affect consumers’ purchasing decisions, and how our brain behaves under the influence of these stimuli.

ACADEMY OF SENSES is a unique event addressed to representatives of the retail industry who want to increase sales and build a sensory brand logo, as well as enthusiasts of modern marketing.

IMS S.A.
Academy os Senses IMS S.A.

How to make the customer feel a strong bond with the brand?

To build customer attachment to our brand and make it evoke positive associations, it is worth reaching for modern SENSORY MARKETING solutions. This is especially important because of the constantly growing competition and, consequently, the need to stand out from its background.

Stimulating many senses

Multisensory experiences affecting the senses: sight, touch, taste, sound and smell, are strongly remembered by consumers and definitely help build their brand attachment. The mechanism of action is simple – the more senses you can stimulate, the greater the emotional bond of customers with the brand.

Fragrant pencil and memory

Scholars at Harvard Business School conducted an experiment in which the subjects received pencils with the scent of a tea tree and were asked to remember various information. Two weeks later, after receiving the same pencils, a group of subjects easily remembered the information given fourteen days ago.*

Sensory logo

At IMS S.A. we help brands create their sensory logo, consisting of, among others from the smell, music or image emitted on the latest screens. All our products are tailored by outstanding specialists to a specific customer profile, creating the desired, unique atmosphere at the point of sale.

*Source: readwrite.com.

There are fragrances that make client spend more for shopping

The consumer, who has a soft rug under his feet in the store, smells a nice smell and hears relaxing music, feels like at home. The sense of security causes that the customer is more willing to spend more money in such an environment.

Research “The Cool Scent of Power”, which were carried out in stores and laboratories, prove that customers spend more in the environment of the so-called warm scents. They are, among others, vanilla or cinnamon. Cold scents, such as mint, affect consumers differently. The warm smell makes consumers perceive the environment as full of people, which means that they feel less pressure and more comfort.

The second discovery concerns the complexity of smells. Simple fragrances, such as oranges, make the customer feel comfortable in the store. More complex compositions, such as orange with basil and green tea, are perceived as too complex and can have the opposite effect – distract client from shopping.