SENSORY MARKETING WITH SHANGHAI K11
There are huge differences
of effect from every kind of marketing model for people who have different age,
sex and consumption custom, and even the sensory marketing is not an exception.
And we get result through the analysis for physiological feature, psychological
feature and consumption custom from customer, the result is the sensory
marketing have more strongly power to influence the children, female, and old
people.
An academic report show
that, the whole functioning of the senses in a normal child is twice an adults’
functioning of the senses, and a child’s sense of smell is much fresher than
adults about 200 times. For the production, child is very sensitive for the color,
voice and smell, so if any production have those feature they will more popular
for child. So the colorful children clothes, shoes with funny sounds, the eraser
which smell good will are called successful example as sensory marketing.
Comparing with male, female
always have relative dominance: they have more exquisite touch and more
distinct taste sense. As the same time, their mentality more tend to
perceptual. In a way, sensory marketing is a perceptual marketing technique, it
more easily attract female customer. that's why some behavior like spray
perfume in the dress shop or produce colorful mobile phone will make wonderful
effect.
For old people, they
focus on the experience of their life and the direct feels on the production
more than on the brand. When they are shopping, they like to taste, touch.so if
a production want to get acknowledge from old customer, merchant should give
more chance to try.
But inevitably have
to say that, K11 is the best shopping canter with doing the most comprehensive
and the most successful sensory marketing. Now K11 is an new-born brand, it was
just established 5 years, but it just use 5 years to get a great grade in
market, the main point is sensory marketing.
Because when comparing
it with many mainstream shopping canter in shanghai, the size of K11 is smaller
as only about 40000 m2. So in many kinds of shopping canter, K11 build a full
range of experience from sense organ on customers’ site.
People have five
sense organs, for vision, K11 let customers keep their eyes on new things in
everywhere from they come in until they leave, they put art in every main passage,
each floor, even out of every main shop, also have professional commentator to
introduce the map of art line, or customers can take the free map to make experience
of DIY path.
Secondly is smell, all
of people who had go to K11 know that, K11 has its specific smell as vanilla, K11
had do a survey, this smell is more preferred for female customers. There are more ways to interact
with customers when customers stay in shop canter for a more long time.
Thirdly is hearing, K11
install music system on every floor to coordinate the situation. Like the first
floor sell international brand, people will hear the classical music, if people
on the floor which sell young, fashion clothes, people will hear bright pop
music, and both third floor and fourth floor sell food, people will hear a kind
of music which can make you eat more much, there are a big square in middle of
first floor, people will hear a lots of sounds from nature like twitter,
animals, wind and brook.
Fourth is taste,
because all of restaurant in K11 from all of world are new brand join to Chinese
market, they will give the absolutely different feel to customers by tasting.
Fifth is touch, K11
provide so many place can get interactive experience, like there are a retro photo
studio, combine the comic-con, customers can take some retro photos. K11 also
have so many kinds of art, they could be interactive to encourage customers
really carried out intimate contact with art.
