When the perfume will become a standard for dealers?


The title of the post wants to be quite provocative, but in itself the question is when the sensory marketing will be fully applicable even to the dealers?

According to Richard Axel and Linda Buck, Nobel Prizes in Medicine in 2004, our brain, our “memory” can remember over 10,000 smells, while only 200 different colours.

This statement in itself should make us reflect on the proper planning of sensory marketing in order to associate colours/fragrances to personalities and the product that we intend to offer.

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Smells have the power to evoke our emotions more intensive than any other sense, because most likely there are the highest connections between the olfactory region of the brain and the region where we “process” our emotions.

If the customer’s experience of buying a product, such as a car, is assimilated in the brain to a positive perception, it is highly probable that the customer can be fully satisfied and that he will come back in the future and could “recommend” the experience.

On the contrary if the experiences donÕt evoke pleasure, the customers will tend to be dissatisfied and to “look around” where the whole result is a decrease of LOYALTY.

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The decision, therefore, to plan new “sensory” standards to apply to the traditional quantitative standards (structural sizing, number of employees ect) must be a strategic decision based on what information the company wants to impart to its customers.

The idea of using a perfume as an experiential marker, which identifies a brand or a product, is very suitable to the car sector.

If we consider the moment when we take a new car, one remembers more easily the smell of “new” of the interior; much more than the vendors’ explanations about the latest news or the optional in the car.

It’s exactly for the innate ability of the brain to distinguish between over 10,000 fragrances, which could be a “standard” that distinguishes a specific product in a univocal way.

In a world where it’s getting harder to acquire new customers, even this aspect allows to stimulate customersÕ attention; making sure that the different fragrances give a further distinction compared to the competitors.

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It would be interesting to be able to evaluate a comparison between dealers of the same brand in which a trial group adopts the sensory marketing and other traditional techniques, to evaluate the effects on sales, customer satisfaction, customer experience and loyalty.

We speak now of a revolution in customer service with the introduction of social media, as a “new” tool to “attract”, respond and engage customers, but above all to keep them trying to ensure a high quality of service.

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Likewise, the sensory marketing in Sales Automotive could certainly be one of the appropriate tools to make a sale special; making the mere sale of a vehicle, the sale of a small “dream” and a memorable experience.

Translated by Federica Izzo

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