{"id":295071,"date":"2010-09-02T02:00:00","date_gmt":"2010-09-02T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/de-la-couleur-de-la-musique-et-des-odeurs-les-bases-du-marketing-sensoriel"},"modified":"2010-09-02T02:00:00","modified_gmt":"2010-09-02T01:00:00","slug":"de-la-couleur-de-la-musique-et-des-odeurs-les-bases-du-marketing-sensoriel","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/de-la-couleur-de-la-musique-et-des-odeurs-les-bases-du-marketing-sensoriel","title":{"rendered":"De la couleur, de la musique et des odeurs : les bases du marketing sensoriel"},"content":{"rendered":"
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Tout commer\u00e7ant a toujours cherch\u00e9 \u00e0 mettre en valeur ses produits. Le d\u00e9cor est un facteur d’attractivit\u00e9 tr\u00e8s fort et permet de capter l’attention du client potentiel. Aujourd’hui s’y ajoutent des \u00e9l\u00e9ments sensoriels plus pertinents.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le marketing sensoriel consiste \u00e0 solliciter tous les sens du visiteur et \u00e0 le plonger plus compl\u00e8tement dans un univers particulier<\/em><\/strong>. La diff\u00e9renciation doit \u00eatre nette et permettre de mieux percevoir la marque, l’enseigne et son produit par rapport \u00e0 ceux des concurrents. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Dans la revue Points de Vente on parle de marketing \u00ab\u00a0exp\u00e9rentiel\u00a0\u00bb. Il s’agit, dit-on, d’un suppl\u00e9ment d’\u00e2me donn\u00e9 au magasin. La sollicitation des sens participe\u00a0 \u00e0 l’incarnation de la marque et contribue \u00e0 la fid\u00e9lisation<\/em><\/strong> et la cr\u00e9ation de liens avec des consommateurs devenus de plus en plus volages.\u00a0 <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La premi\u00e8re ambiance est sonore<\/em><\/strong>, elle concerne tous les types d’enseignes, la musique ou les sons doivent \u00eatre tr\u00e8s adapt\u00e9s au concept. Les cr\u00e9ations sonores sont \u00e9tudi\u00e9es avec soin et le th\u00e8me diffus\u00e9 est diff\u00e9rent selon le flux de clients, le moment de la journ\u00e9e ou de la semaine mais aussi l’emplacement du magasin. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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A ceci on peut ajouter une ambiance olfactive<\/em><\/strong>, c’est un sens encore peu exploit\u00e9\u00a0: de l’origan pour la pizza, l’odeur de caf\u00e9 autour des dosettes, etc. Il est prouv\u00e9 que le cerveau r\u00e9agit aux odeurs et m\u00e9morise les situations. On a, par exemple, propos\u00e9 des siestes avec diffusion d’un nouveau parfum\u00a0: un mois plus tard les cobayes se souvenaient de l’odeur. Les soci\u00e9t\u00e9s sp\u00e9cialis\u00e9es dans ce secteur ont des \u00ab\u00a0nez\u00a0\u00bb, comme les grands parfumeurs, qui sont de vrais cr\u00e9ateurs. L’ambiance olfactive est assur\u00e9e par suspension dans l’air de micro-goutelettes hypoallerg\u00e9niques, sans danger ni pour les personnes ni pour les produits, alimentaires ou non. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Il est important qu’une enseigne g\u00e9n\u00e8re son propre univers olfactif, l’Europe est en retard dans ce domaine et les innovations seraient bienvenues. Aux Etats-Unis une typologie de clients a \u00e9t\u00e9 invent\u00e9e depuis longtemps \u00e0 partir des seules perceptions olfactives personnalis\u00e9es.\u00a0 <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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A ceci s’ajoute la communication par les ar\u00f4mes <\/em><\/strong>en lien direct avec le produit, pour les spiritueux par exemple. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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L’univers sensoriel apporte aux clients un certain bien-\u00eatre qui le pousse \u00e0 rester <\/em><\/strong>et \u00e0 revenir dans le point de vente o\u00f9 il l’a d\u00e9couvert. On peut aller jusqu’\u00e0 capter le consommateur dans la rue \u00e0 proximit\u00e9, ainsi il existe des outils qui permettent de toucher ceux qui ne rentreraient pas dans le magasin. Par exemple il est possible de diffuser un parfum dans un abribus, si le point de vente en parfumerie est proche la fr\u00e9quentation sera tr\u00e8s vite en augmentation forte. Cette PLV (publicit\u00e9 sur le lieu de vente) olfactive est applicable pour la d\u00e9couverte d’autres produits \u00e9galement. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Actuellement les univers sensoriels sont encore assez peu d\u00e9velopp\u00e9s pour permettre aux enseignes la plus grande cr\u00e9ativit\u00e9 <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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DD, d’apr\u00e8s Points de Vente <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Tout commer\u00e7ant a toujours cherch\u00e9 \u00e0 mettre en valeur ses produits. Le d\u00e9cor est un facteur d’attractivit\u00e9 tr\u00e8s fort et permet de capter l’attention du client potentiel. Aujourd’hui s’y ajoutent des \u00e9l\u00e9ments sensoriels plus pertinents. Le marketing sensoriel consiste \u00e0 solliciter tous les sens du visiteur et \u00e0 le plonger plus compl\u00e8tement dans un univers […]<\/p>\n","protected":false},"author":1,"featured_media":295072,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[3],"tags":[137],"class_list":["post-295071","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nDe la couleur, de la musique et des odeurs : les bases du marketing sensoriel<\/title>\n<meta name=\"description\" content=\"Tout commer\u00e7ant a toujours cherch\u00e9 \u00e0 mettre en valeur ses produits. 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