Sensory Marketing in Retail
Here’s an interesting little video that highlights what supermarkets and other retailers are doing to engage all the senses of their shoppers:
The camera crew visited a redesigned Coles supermarket as well as a tea shop and Air Aroma, a scent marketing firm. A few of the sensory appeal techniques the video illustrates:
Sight: Open store layouts to allow viewing other departments. Well-lit, very attractive displays of produce. Customers can see bakers, butchers, etc. at work.
Touch: Placing products in close proximity to the shopper with no barriers to allow handling.
Sound: Fishmongers, bakes, and butchers are encouraged to be noisy in hawking their wares.
Smell: Aromatic products are out in the open. In addition, “designed” scents are pumped into the air ducts.
Taste: Product sampling is encouraged by staff, and easy access is provided.
The strategy is based on the idea that a customer whose senses are fully engaged will stay longer and buy more. In the tea shop the camera crew visited, there’s also a reciprocity effect at work: a customer who spends 15 minutes sampling teas often feels obligated to make a purchase.
Retail environments like supermarkets, coffee and tea shops, restaurants, etc. are clearly well-positioned to appeal to all five senses. But all too many businesses don’t even make an attempt to get beyond visual appeal – are you doing all you can to maximize sensory engagement? Do people know what your brand smells or sounds like?
Posted in Branding, Comunicación, Consumo, Creatividad, General, Innovación, Marketing, Tecnología
Tagged Brand Management, Branding, Consumo, Innovación, Marketing, neuromarketing, Tendencias
The skin is the new paper. Now available here > Get Piel Script
Over the past couple of years I received quite a number of requests to typeset and modify tattoos using Burgues Script or Adios. At first the whole idea was amusing to me, kind of like an inside joke. I had worked in corporate branding for a few years before becoming a type designer, and suddenly I was being asked to get involved in personal branding, as literally “personal” and “branding” as the expression can get.
After a few such requests I began pondering the whole thing from a professional perspective. It was typography, after all, no matter how unusual the method or medium. A very personal kind of typography, too. The messages being typeset were commemorating friends, family, births, deaths, loves, principles, and things that influenced people in a deep and direct way, so much so that they chose to etch that influence on their bodies and wear it forever.
After digging into the tattooing scene, I have a whole new respect for tattoo artists. [Although] Some artists go the extra mile and take the time to develop their own lettering for tattooing purposes most tattoo artists use generic type designs to typeset words.
There have been quite a few attempts at making [tattoo], but as far as I could tell a stylish skin script was never attempted in the digital age. And that’s why I decided to design Piel Script. Piel is Spanish for skin.
In a way, Piel Script is a removed cousin of Burgues Script. Although the initial sketches were infused with some 1930s showcard lettering ideas (particularly those of B. Boley, whose amazing work was shown in Sign of the Times magazine), most of the important decisions about letter shapes and connectivity were reached by observing whatever strengths and weaknesses can be seen in tattoos using Burgues. Tattoos using Adios also provided some minor input. In retrospect, I suppose Affair exercised some influence as well, albeit in a minor way. I guess what I’m trying to say is there is as much of me in Piel Script as there is in any of the other major scripts I designed, even though the driving vision for it is entirely different from anything else I have ever done.
I hope you like Piel Script. If you decide it to use it on your skin, I’ll be very flattered. If you decide to use it on your skateboard or book cover, I’ll be just as happy. Scripts can’t get any more personal than that.
Piel Script designed by Ale Paul
Specimen design by Ale Paul, Mariano Lopez Hiriart & Lucas Pertile