Page 1

Sensory Branding. ;;An emerging area of branding that relies on the use of sensory stimuli (scent, sound, touch etc) to develop a more tangible & memorable customer experience. ;;Normally brand communication involves just two senses;; sight & hearing. Sensory branding LQYROYHVDOOÀYHVHQVHV

SENSES. HE

LP

RM

O NF

US

I

MEMORABLE EXPERIENCES.

UNDERSTANDING OF ENVIRONMENT. LEADS TO

Senses play a extremely vital role in our discriminations about, & choices of, brands.


INTERIOR

SENSORY BRANDING

&

STRATEGY

?

Why

To create a stronger & more obvious brand identity.

Customer loyalty.

Stronger emotional connection with the customers.

Drive brand preference. Create & evoke memories. Alter moods.

Establish associations. Enhance product & service experience.

Create a buzz & interest in sharing experiences with others.


&

More more companies are employing stimuli such as scent, sound&texture to build stronger emotional connections with the customer& drive preference for their brands.

?

Why

To avoid the

‘Times Square effect’

95% 80% Non visual communication = Powerful & Persuasive. & of our communication is unconscious,

is non verbal.

Brand Identity. Customer loyalty.


Convenience Familiarity Comfort Social Relaxing atmosphere Convenience Relaxing OTHER HARDWARE Working hours FAMILY FRIENDS.BEACH STORE FRIENDSWORK

HOLIDAY

WORK

COFFEE SHOP

DIY ERRANDS

HOME DAY OFFSHOPPING OTHER

Would rather be.. Rest of day?.. What time?.. Time spent?

In & out as quickly as possible

HOWEVER LITTLE AS MORNING LONG LUNCH POSSIBLE IT

To have the rest of the day free

DOESN’T MIND TAKES


)

(

BACKGROUND

BUSY RELAXING COFFEE SHOP TALKING

Background Noise.

(

)

FLOORING

SOLID HOMELY WELCOMING

BASKETS.

STAFF

; SOUND. (New sound touchpoint ideas.)

Customer Experience Mapping.

(

TILLS

) (

TILLS

COFFEE SHOP SAFE TILLS

SLIDING DOORS. FLOOR EXIT.

SURFACE.

(

)

AUTOMATIC DOORS

)

EXIT Sound of doors.

GOOD QUALITY SATISFYING

ENTRANCE Sound of doors.

FAMILIAR HAPPY WELCOMING COMFORTING


MOTIVATION

Paint Mixing General smell of shop. Station.

Timber Care section.

(

TILLS

Varnish Lacquers Paint Again.

)

SCENTED MONEY SCENTED RECIEPTS SCENTED BAGS

;

Tills.

( )

CHANGE THIS

Typical hardware store.

Exit.

PRODUCTS

Customer Experience Mapping.

SCENT. New scent touchpoint ideas.

(

Staff.

)

SCENTED PAINT WALLPAPER LEAFLETS SWATCHES To target customers at home.

(

Petrol Outside. Carpark.

) (

SOMETHING TO TAKE HOME

Entrance.

EXIT

( )

CONTENT GOOD QUALITY

)

ALERT STIMULATING


)

(

TEMPERATURE

Switches.

SAMPLES

WARMER

GIVE IMPRESSION OF WHERE CUSTOMER WOULD RATHER BE

Paint Swatches. Wallpaper. 3DLQWOHDテ?WV Home Furnishings

;

Money. Tills. Hands, Questionnaires. Baskets. /HDテ?WV Doors. Bags. Doors. Security Doors. /HDテ?WV

Customer Experience Mapping.

TOUCH. New touch touchpoint ideas

(

)

Exit.

Entrance.


Zone Two. Instore & products.

Zone One. (Entrance) Zone Three. Exit & Home.


( AIM

CUSTOMER DEMOGRAPHIC

Zone One. (Entrance) SCENT. Stimulating & productive. SOUND.Welcoming

DECISION

)

Morning. Day Off. Home.

Morning dew. Damp grass.

Morning Day off.

Happy/ welcoming doors.


Zone One. (Entrance)


( AIM Zone Two. Instore & products.

CUSTOMER DEMOGRAPHIC

SCENT. Motivating & familiar

Holiday. Day off.

SOUND. Comforting & relaxing

Coffee shop Holiday.

DECISION

)

Beach mats Holiday Sun cream Chatting people


Zone Two. Instore & products.


( AIM

Zone Three. Exit & Home.

CUSTOMER DEMOGRAPHIC

SCENT. Content & satisfying. SOUND. Friendly.

Home Evening social

DECISION

)

Mown Grass. %RQĂ€UHV backwards entrance noise.


Zone Three. Exit & Home.


The result? ..... An interior sensory strategy employed by B&Q Canterbury, to encourage customer loyalty and create a stronger relationship between the two. To drive brand preference and to create positive assosiations rather than negative.

B&Q proposal pitch  

A basic pitch of my design concept for B&Q, an interior sensory strategy applied to the store in order to build brand identity & stronger cu...

Read more
Read more
Similar to
Popular now
Just for you