sensory marketing with shanghai k11

                                                                 

            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.