Sensory Marketing - Nike

Extract

[...] In addition, the visual experience reaches its climax with the NikeiD personalisation platform designed in association with the French start-up SmartPixels. Thanks to an augmented reality and video mapping systems, it is now possible to customise your basketball yourself on the spot. This could also be associated with tactile marketing practices as the customer feels like he is touching the product. Another example of Nike's marketing strategy is Nike Town in San Francisco, where each floor is dedicated to a particular sport. [...]

[...] (2017). New operational marketing trends that work. Accessed May 12, 2020: https://www.dynamique-mag.com/article/nouvelles-tendances-marketing-operationnelles-marchent.2053 RDVSPORT. G. Juliana. (2015). Nike: a well-crafted marketing strategy. Accessed May 12, 2020: https://rdvsport.wordpress.com/2015/06/22/nike-une-strategie-marketing-bien-ficelee/ N. R. Kleinfield. (1992) The Smell of Money. Accessed May 12, 2020: https://www.nytimes.com/1992/10/25/style/the-smell-of-money.html Vertone. T. De Clercq. [...]

[...] In addition, a customer easily gets an idea of ​​the quality of a product from the sound and noise that it can present: the touch of Apple's mac keyboard, the starting of a car engine. An indicator to which many consumers bring a lot of importance. "Just Do It" Nike has established its slogan all over the world, which does not go unnoticed: "Just Do IT." At the mere mention of this meaningful phrase, the consumer directly recognises and identifies the sports brand. [...]

[...] Sensory Marketing - Nike In this era of new technologies and the new age of e-commerce, companies are constantly innovating to reinvent the customer experience at the point of sale. How to attract a consumer who is more and more inclined to buy online without getting up from his sofa while being able to compare prices directly between the different brands? Nike, a brand recognised internationally for its sports products and especially its "sneakers", has identified the issue that stands out today. [...]

[...] Finally, the Nike Finish Line wall offers the possibility to take a photo with the outfit personified. This experience gives the feeling of participating in real activity and of being part, at the same time, of the Nike community. Scent marketing Definition Many brands are taking advantage of these new scent marketing techniques. The effectiveness of these practices is proven, and the numbers speak for themselves. The diffusion of odours would increase traffic by increase impulse purchases by 38% and return intentions by 78%. [...]