The availability of many products and services in abundance today has given rise to the start and development of a new marketing era. In order to attract and retain customers, companies can no longer use conventional methods. There has to be a marked change in the way they approach the consumers today in order to be able to market their product. To meet the increasing demands of marketing today, sensory marketing is being used as a tool and an effective marketing strategy.
[...] This will not be a one-time gimmick and will make the customer identify the bank with the experience he has there. This will make the bank also unique in several respects. Sources For French materials, our main source of information was the website of the French Association of Marketing (AFM). This allowed us to find a large number of magazines on sensory marketing and its implication on the behavior of the customer. The principal author that we had identified on AFM was Sophie Rieunier. [...]
[...] Negative Impact The reputation of music can have a negative impact, if the client is paying too much attention to it. It can divert the attention of the customer from his purchases and can bring out personal memories too. However, the customer tends to purchase more when the music is unknown. Studies have shown that all individuals do not recall having heard the background music at the exit of the point of sale. However, it was found that the lack of music influenced the perception of time spent waiting, making contacts with vendors and the duration of exchange negatively. [...]
[...] This analysis is empirical; it must be based on personal experience of the person who initiates this, to meet both the demands of the staff and the customers. Olfactory Stimulus The smell in the atmosphere is a factor that can affect the behavior of customers. This factor consists of olfactory scents and odors related to the store and close to its external environment. It will have the same influence as the sound factor. That is to say that it will result in the individual's cognitive (inferring, evocations) and emotional (pleasure and stimulation) reactions associated with that individual. [...]
[...] The consultation of books on marketing at the University Library has allowed us to have a reference from an article in the Journal of Retailing, which focuses on the impact of music on the waiting time for consumers in the banking community. This article, called Impact of Music on Consumers' reactions to waiting for services, also referred to the influence of music on the mood of customers. Conclusion Businesses have realized that customers are not machines and that they are human. [...]
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