Overview

Can a store make you feel at home before you even see the products?In Sensory Marketing, Dr. Tatiana Benites reveals the secrets behind the Sensory Orchestra-a sophisticated strategy that utilizes sight, sound, smell, taste, and touch to captivate customers and transform a simple business transaction into a memorable experience. Written based on solid ethnographic and academic research, this book dives into Primary Communication: the kind that reaches the consumer's subconscious even before the rational mind processes the intent to purchase. You will discover that a brand's memory does not reside solely in the acquired object, but in the complete experience of the environment-from lighting to aroma, from musical rhythm to the ""grab point."" What you will learn in this book: The Sensory Orchestra: How to harmonize the five senses to create a unique and engaging retail environment. Consumer Profiles: An original classification of how different customers interact with tactile, olfactory, and visual stimuli. The Consumer Journey: Practical strategies to guide the flow within the store and increase dwell time. Step-by-Step Planning: A complete roadmap for applying sensory marketing, from floor plan design to choosing the playlist and a signature scent. Science and Emotion: How the Psychology of Communication explains customer well-being at the point of sale. Who is this book for? If you are a retailer, designer, marketing professional, or someone who wants to understand the invisible layers that influence human behavior, this work is your essential guide. Learn how to transform your point of sale into a sanctuary of well-being that earns the loyalty of hearts and minds. ""In stores, the sensation is momentary and unique. The study of the five senses is paramount, as it can change consumer opinion and transform consumption behavior through the generated experience.""

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