Tuesday, May 23, 2006

The natural team...

How a Nature & Découvertes store looks like...

More about the marketing concept of Nature & Découvertes

Nature & Découvertes uses sensory marketing in its stores through original concepts : Awakening of the five senses with sweet music, smells which remember nature and country sides thanks to candles or incense, possibilities to taste tea or other products ie food in shops concept.
The aim is to make the visit pleasant for the consumer and ultimately to facilitate his purchases in the Nature & Découvertes stores.

Extract of the interview of Françoise Vernet, Marketing director of Nature & Découvertes. Interviewed by Sophie Rieunier.

In much of our points of sale, we diffuse the odour of cedar outside the store, people who pass in the shopping centre are thus attracted initially by the odour, then by the general offer. Even if the consumers do not recognize the odour of cedar, they associate this smell with Nature & Découvertes. The two senses most stimulated at Nature & Découvertes are the sense of smell and hearing by the noise of water and the background music.

To go to discover nature concerns a voyage to the country of the five senses, requested on multiple levels. To come to discover a store Nature & Découvertes must each time get for our customers the same type of experiment so that they can feel the same well being, same expatriation, same the re connexion.

We think that the olfactive sense and the gustatory sense remain under-exploited and ignored senses of the man. They remain our principal objectives with the visual one which must continuously adapt to technical progress, with advanced competition and to needs of the customers of which the eye is more and more precise and requiring.

Monday, May 22, 2006

Sensory Marketing

Sensory marketing covers the five sense with different degrees.

The five senses : The five powers (sight, hearing, smell, taste and touch) that your body uses to get information about the world around you.
A mix a different senses using at the same time is called polysensory marketing.

Visual marketing :
According to Maslow, humans have a natural need of esthetic. It is an existential need. Once the primary needs are satisfied, the quest of the beautiful is beginning. The sight is the most solicited sense because it is the most stimulated by the environment.
The choice of the forms and the colours during the phase of product creation, selling space and advertising campaign is a key factor of success.
Inside the shops, promotional videos and videos related to the products and environment of the firm is a concrete example in the recent evolution of visual marketing.
The videos can explain how the products work and their utilities.

Sound marketing :
It is defined as sound utilisation in order to arouse different feelings to the consumers such as affective feelings, cognitive and/or compartmental feelings in favour of the buying act.
The use of music in stores is not recent. The sound enforces the identity of a brand and aimed to be in harmony with the customers. A recent study ( Les réactions des acheteurs aux modalités de la musique d'ambiance : cas de la notoriété et du style - Revue française du marketing, septembre 2003 ) shows that classical music has more effects than variety music and a well known song has more impact on amount of money spent and unscheduled purchase than an unknown song.

Olfactive marketing :
It is a new step in sensory marketing. Human can distinguish 4 000 different perfumes according to an article published in Marketing Magazine.
It the sense that drives the most emotional value. A young child is capable of perceiving smells before perceiving sounds, colours and textures.
Several experiences have proved the decisive influence of smells on the customer’s behaviour. Some studies have proved that a good smell could have biased time perception of consumers and could have modified the visual or gustative perception.
In certain shops, consumers can smell flavours from food to guide the customers in the different part of the shops.

Gustative marketing :
It directly relates to the intrinsic attributes of the products : organoleptic properties for the foodstuffs. The taste is an effective tool for differentiation. The laboratories of the companies devote important means to better including/understanding the mechanism of the taste. The stake of this research is that of information as regards quality required to the consumer. A French meat brand like Charal has imposed its meats thanks to a founded marketing step on the fact to be tender and the taste. The company thus created for itself an image of quality such as criteria of traceability and standards.

Tactile marketing :
The touch creates familiarity with the store or the product. A company can use for example a soft red carpet which takes part in the well-being of consumers. A comfortable ground encourages more with the dawdling. In the restaurant, the weight of the handled forks and spoons, the thickness of touched glasses, the texture of the towels, the comfort of a chair… can take part largely in the pleasures of the meal. The car manufacturers make important research on the touch of the gear shift wheel and lever so that those get feelings of well being and solidity.
It can be trying for a distributor to use the techniques of sensory marketing with an aim of handling the consumer. Thus the presentation of the bread in an environment of traditional bakery inside a great surface whereas this one is manufactured in an industrial way, or the diffusion of a leather odour to promote settees in leather imitation amounts misleading the customer and consists in skewing the judgement of the consumer while making him believe that the product holds qualities which it does not have. This practice would fall under the blow from the law for misleading publicity.

Environmental & experienced marketing

Brand as an experience
Is the customer experience the new trend of marketing ?Actually, customers live an experience that goes way beyond purchasing and using a product.This dimension is a true source of differentiation remarkably efficient for those who know how to handle it. When we talk about experimental marketing, we also mean sensitive marketing, these two concepts lead to the same objective: give the customer the opportunity, by different ways, to live an experience that will stay in his memory, which will make him more sensitive when it comes to the brand.By sensitive, we mean everything around our senses and feelings, our sensitive perception of the world. It’s a new stake for the products, the services and even the whole supply.Brands, products and services will have to live and maintain tomorrow on their markets in order to incarnate themselves in the heart of their customers, create an attachment feeling. Sensitive brands are the brands spreading dreams and desire to their customers. These remarks take part into the evolution of marketing: we went from a Compromise Marketing to a Relational Marketing then to an Emotional Marketing and finally today to an Experiential Marketing. Developing an experimental marketing consists of working on 5 main factors of the supply which are the following ones:

1 – To surprise
2 – To propose the extraordinary
3 – To stimulate the customer’s five feelings
4 – To create a link with the customer
5 – To use the brand image
It means, a brand first has to define the emotions it wants to cause and then to ensure that all the details of what the customer lives contribute to create and develop these emotions.

French Case study: Nature & Découvertes

Nature & Découverte (Nature and Discovery), one of the French conceptual stores the most original, profitable and perennial.

This company was founded in 1990 by François Lemarchand, the man who created Pier Import, another real success.
This concept store is based on its founder passion for nature. Indeed, his passion and his will to spread his easily visible in his stores: everything contributes to share a real experience with the customers. Smells and odors are diffused, but also, sweat music, workshops for kids…everything is thought and made with one objective: develop the customer feelings.
The salesmen are guides, in order to have a personal and one to one approach with the customers. They are here to share and spread their passion for nature and feelings, there is no publicity outside the stores, besides their brand new website where you can go purchase all the products Nature & Découverte sell in their stores.
The consequence of this natural and experimental vision is that the customers feel a real wellbeing, it’s like an evasion.

Starting from its founder’s dreams and desires (spread his passion for nature, propose and emotional experience), Nature & Découverte composed the wining set: coherence between the stores and the sets they sell, ability to spread passion inside and outside the store and a huge control over the products supply.