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Marketing sensoriel du point de vente : développer l'expérience client pour développer les ventes

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Pour développer les ventes d’un magasin, les facteurs d’ambiance constituent un levier simple à actionner : musique, senteurs, sensations visuelles, gustatives ou encore tactiles influencent le consommateur. Bien pensé, le marketing sensoriel c’est +18% de CA en moyenne (étude Mediavea / Radio P.O.S.) pour un bon concept d’ambiance musicale (musique, messages commerciaux et contenu éditorial) ou un bon concept d’affichage dynamique (contenu visuel et messages promotionnels).

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Marketing sensoriel du point de vente : développer l'expérience client pour développer les ventes

  1. 1. Marketing sensoriel du point de vente : développer l’expérience client pour développer les ventes Sensory marketing in POS: enhancing customer experience to develop business
  2. 2. Alain Goudey  Recherches en comportement du consommateur et marketing sensoriel : www.sensoblog.com (research in sensory marketing)  Recherches sur l’adoption de nouvelles technologies et sur l’innovation (research in disruptive technology adoption) + d’infos : http://alain.goudey.eu
  3. 3. Qu’est-ce que le marketing sensoriel? • C’est l’utilisation des cinq sens dans un objectif d’optimisation de l’expérience client (d’un magasin ou d’un objet). What is sensory marketing? • It is the use of the five senses to enhance customer experience (of a store or a product).
  4. 4. Pourquoi le marketing sensoriel? • Effets sur la mémoire : Why sensory marketing? • Effects on memory:
  5. 5. Pourquoi le marketing sensoriel? • Effets sur la physiologie et les émotions: Why sensory marketing? • Effects on the body and on emotions: - +
  6. 6. Pourquoi le marketing sensoriel? • Effets sur le comportement: Why sensory marketing? • Effects on the behaviour: • Ambiance musicale (vs. silence) = +18% CA magasin (étude Mediavea / Ac. Nielsen) • Musical ambiance (vs. silence) = +18% of business • Ambiance olfactive = +5% de qualité perçue (étude ScentAir / BVA) • Perfumed ambiance = +5% of perceived quality
  7. 7. Pourquoi le marketing sensoriel? • Effets sur la perception du magasin : Why sensory marketing? • Effects on the perception of the POS: Hôtels & Spas Modes & restaurants Grand public
  8. 8. 5 étapes du marketing sensoriel • Etape 1 : Définir les objectifs à atteindre • Etape 2 : Traduire les objectifs en outils sensoriels • Etape 3 : Tester l’ambiance auprès des consommateurs et des employés • Etape 4 : Déployer le concept • Etape 5 : Faire vivre et évoluer le concept dans le temps • Step 1 : What are the goals? • Step 2 : Translate goals in sensorial tools • Step 3 : Test & re-test the sensorial concept with customers and employees • Step 4 : Implement the concept • Step 5 : Make adjustments and evolutions 5 steps to sensory marketing
  9. 9. A développer… • Cohérence du concept • Originalité de l’expérience • Tangibilité du concept • Simplicité du concept • Fluidité du concept To promote… • Consistency of the concept • Originality of the experience • Tangibility of the concept • Simplicity of the concept • Fluency of the concept
  10. 10. A éviter… • Négliger la démarche sensorielle • Surestimer le pouvoir du marketing sensoriel • Surstimuler le consommateur • Manipuler le consommateur To avoid… • Neglecting sensory approach • Overestimating the power of sensory marketing • Overstimulating the customer • Manipulating the consumer
  11. 11. Pour en savoir plus… To know more… http://alain.goudey.eu http://www.atoomedia.com

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