septembre 2019 - Marketing sensoryczny

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 Wroclaw, source: Develia

: 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.

: 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.